Donald Trump Picks Radio Over TV For His Campaign's First Commercials

Nov 11, 2015

radio advertisingDigital technologies are disrupting everything from the way we read the news to the way we book flights. In fact, while print is dying, radio is thriving in the 21st century. But don't take our word for it.

On November 4, the New York Times ran this headline: "Donald Trump to Run His First Campaign Ads... on the Radio." Yes, Donald J. Trump, love him or hate him, has been not-so-quietly buying up radio advertising in three early voting states. So why is the most-loved and most-hated presidential candidate focusing so much on radio commercial production?

So far all of Trump's publicity has been what's called "earned media," or organic publicity. But now that his poll numbers have started to slip, the businessman is going after voters in the most cost-effective way possible -- high quality audio production.

"The purchase for a week of radio ads usually costs only several thousands of dollars, as opposed to the hundreds of thousands of dollars that television spots could cost a campaign to air at this point in the race," wrote the New York Times.

Fast Facts About Radio Advertising...

While print media has been disappearing in the new media age, the internet is in many ways expanding the market for audio and voiceover production companies. In addition to traditional radio, consumers now use streaming apps, satellite radio, podcasts, and more audio products.

Plus, radio productions remain the second-most far reaching medium in the U.S. Each week, radio reaches 90% of all Americans, roughly 236 million of us. Not only that, but radio reaches 59% of the country daily, and more than two-thirds of that audience includes full-time workers, who listen at work or during their rush-hour commute.

That's just one reason radio advertising is so popular among politicians; however, targeted radio ads can be even more effective. So says Nielsen in a recent blog post about political radio advertising. According to the Nielsen blog, "Learning how to place ads effectively on the radio could be a difference-maker for the winning candidate in 2016" and "a key way for candidates to connect with specific voting segments."

If you're looking for a high-value, high ROI (Return On Investment) form of advertising, then investing in professional radio commercial production is a great place to start.

by Rich Brennan