The Media Monitors results in Michigan are out, and despite a hot Republican primary in Michigan, Radio earned a small part of political ad spending. We have used this space to implore Radio and the RAB to get aggressive about garnering more radio dollars from aspiring politicians. But the winds are blowing the other way, and Radio needs to figure it out.
What decade is this? With politicians buying Radio like it’s 1975, perhaps it’s time to realize there’s a real information gap about radio advertising. With all the negative ink about Radio over the past decade, advertisers continue to shift dollars away from Radio, despite solid audience levels, big cumes, and the ability to reach audiences in every aspect of their lives. Most NFL teams seek out FM Radio these days, but with politicians focusing on old battleships like WWJ and WJR, they’re missing huge, active audience segments on the FM stations that dominate 25-54 demographics.
It’s an educational process, and Radio isn’t getting the job done. A presidential election year should be a shot in the arm for our business. But Radio needs to learn from Michigan, and move quickly to make sure that with all those primaries coming up – including Super Tuesday – Radio has some re-educating to do. And quickly.