Contributor: Leo Kivijarv, Ph.D., Executive Vice President & Director of Research, PQ Media
Last week’s post laid the groundwork for the current state of elections in 2018. This post covers radio’s revenue opportunity for attracting political spending.
One of the biggest debates on political media buying is the potential shift from traditional media to digital and other alternative marketing platforms. There are two trains of thought.
Continue reading “Political Media Buying 2018:
Where Does Radio Fit?”
Contributed by: Leo Kivijarv, Ph.D., Executive Vice President & Director of Research, PQ Media
There are many unanswered questions as the 2018 campaign begins in earnest.
- First, experts disagree on whether federal and local candidates will emulate the unconventional media buying strategies employed by Donald Trump in 2016 by relying heavily on free “earned media” from tweets.
- Second, there is still some disagreement as to how much fundraising will rise or fall compared to previous years, given the increase in political activism immediately after last year’s election.
- Third, some believe analysis of early results of recent elections is a harbinger of the November elections in which Republican strongholds have elected a Democrat, such as Doug Jones in Alabama.
The elephant in the room is control of Congress. Can the growing discontent in the United States result in the Democrats regaining the majority in both the Senate and House? Will candidates and Super PACs raise more money than previously recorded as a result? Therein lies the major driver that will determine political spending during the year. Other drivers that will contribute to the final political media buying total include a high number of toss-up gubernatorial races, controversial ballot initiatives, and the rising interest in which party controls the various state legislatures.
Continue reading “2018 Political Landscape”
Today’s blog post is courtesy of Gordon Borrell, CEO, Borrell Associates
A radio owner yawned the other day when I told him about the record year ahead for political advertising — $8.5 billion in all, and all headed for local markets. “We have music stations,” he said… “Political isn’t really something we pursue.”
I’m sure people who listen to music are also voters. And I’m pretty sure that, in a world where big bucks are being thrown at persuasion marketing, radio’s personal connection with listeners makes it perhaps the most persuasive medium.
Continue reading “Is Radio Ready for 2018’s Political Advertising Bonanza?”
Today’s blog post is courtesy of Leo Kivijarv, Ph.D., Executive Vice President & Director of Research of PQ Media
As stated in our previous guest blog posts, this was a strange year given the Trump candidacy. He spent significantly lower on media advertising and marketing than previous presidential candidates on most media platforms, with the exceptions of digital, event marketing, promotional products, public relations & word-of-mouth. Continue reading “Closing the 2016 Political Year”
In seventeen more days we’ll know who will be leading this country for the next four years. As we approach November 8, there is still time for candidates to reach voters and particularly those that are still undecided. Also, given the events that have occurred in the past few weeks, political advertising dollars have seen some shifts, but not with radio.
Continue reading “Only 17 Days Left!”
That is how close we are to electing the next president of the United States. As much as this cycle has been filled with controversy, one thing is true: This election year has been like no other in its imbalance of earned media versus paid media by both presidential candidates.
With Election Day just 80 days away, we asked Leo Kivijarv, Ph.D., Executive Vice President & Director of Research of PQ Media, to provide us with a perspective on the current state of political advertising and what it can mean for radio. Before we share those insights, here are just a few simple reminders about radio:
- According to Nielsen’s Q1 2016 Comparable Metrics Report, over 90% of voting aged adults listen to radio each week.
- Radio delivers messages, content and information.
- It is an especially important communication medium for political candidates because of its incredible reach.
- Radio, with its varied formats, can reach potential voters according to their language, lifestyle – at home, in-car or on the go.
Continue reading “80 Days and Counting”