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Political Advertising On Augusta Radio Sways Voters

Jul 8, 2020 8:28:30 AM / by Larry Julius

There are more than 385,000 registered voters in the Central Savannah River Area. Here is the number by county:

  • Columbia, GA: 103,404
  • McDuffie, GA: 14,856
  • Richmond, GA: 133,772
  • Aiken, SC: 116,519
  • Edgefield, SC: 17,319

According to Nielsen, Augusta radio reaches significantly more of these registered voters than all other media, including local television pay-TV, newspaper, social media platforms, and streaming audio sites like Pandora or Spotify.

Political Advertising In Augusta CSRA: Radio

To be elected, however, requires candidates for every office to share their message with those who are not only registered but who are likely to vote.  Advertising on Augusta radio will reach, by far, the most voters who can be counted on to show up on election day.

Political Advertising Augusta and CSRA

New call-to-actionAdvertising on Augusta radio allows candidates to tailor and target their message to the largest number of voters of every party affiliation.

Advertising on Augusta Radio Likely Voters 2020

For candidates challenging incumbents in CSRA elections, radio advertising has shown to reduce any advantage the current officeholder might have.

A study published in the American Journal of Political Science indicates that when challengers for occupied offices advertised on local radio stations, the incumbent's share of votes decreased 

Advertising In CSRA: Political Candidate

considerably from their previous election.  The share drop ranged from 3.9% to 7.0%, depending on the amount of radio advertising purchased.

Over the last several election cycles, this loss of voter share experienced by the incumbents in the study could have been enough to sway the election in favor of the many challengers.

Beginning on September 4, through election day, all Augusta radio stations are obligated to offer all candidates for federal office the opportunity to buy advertising at the lowest rates. 

Radio stations are not obligated to sell time to candidates for statewide or local offices during that same time frame, however.  But, if a station offers to sell time to one candidate for a specific race during that window, it must provide the same opportunity to all candidates for that same office. The rates offered must be the same offered to federal candidates.

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Topics: politcial advertising, issue advertising, radio advertising, advertise on radio, voters, likely voters, registered voters, political rates, political rate card, election advertising

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