The Radio Advertising Bureau
(RAB) and the National Association of Broadcasters (NAB) recently presented
Get Out the Vote with Radio, a free half-day seminar for political consultants
and strategists about the power of Radio to deliver votes. The seminar revealed
how to use Radio's lifestyle-specific formats to target voters in a way that
communicates political messages on a deeper, more personal level.
The U.S. is made up of distinct
audio neighborhoods, populated by Radio listeners who are personally and emotionally
connected to their favorite stations. Drawn by similar interests, tastes, and
social and political beliefs, audio neighborhoods of like-minded individuals
spring up around the Radio experience, giving strategists an avenue to reach
and communicate with specific groups of voters in a relevant and receptive environment.
According to studies that
have examined public reaction, there is a high-level of synthesis between listeners
and the messages they hear in Radio's audio neighborhoods. Moreover, research
on voter-response to political advertisements delivered in an audio neighborhood
reveals that voters have a higher tendency to believe the content of the Radio
political message. Voters also are more likely to feel an emotional bond or
connection to the candidate, provided the message is delivered in an audio neighborhood
whose listener profile matches that of the target voter group.
"Radio's audio neighborhoods
are a unique environment for reaching groups of voters who share common lifestyles
and political perspectives," noted Jeff Haley, President and Chief Executive
Officer, RAB. "Understanding the nature of Radio's diverse audio neighborhoods
is a powerful marketing communication tool. With an early political season in
2008, we are delighted to partner with NAB on a platform for political advertising
"Radio plays an integral
role in the lives of 230 million Americans who listen every week," said David
K. Rehr, NAB President and CEO. "Working with RAB, we intend to demonstrate
the value proposition that Radio plays each campaign season and to make sure
that political candidates appreciate the unique connection that Radio stations
have with hometown listeners and voters."
Overall, Radio's reach,
relevancy and receptivity are unparalleled.
Radio + Voters = Electoral