On September 4, the political advertising window opened on Augusta television and radio stations.  This is a 60 day period leading up to a general election when broadcast stations licensed by the Federal Communication Commission are obligated to offer candidates for national office the opportunity to buy commercials at the lowest unit rate (LUR).

For example, if a high-frequency advertiser like McDonald's earns the lowest rates on a particular Augusta radio station during morning drive-time, then any candidate for federal office must, during the 60-day political window, be offered the same rate for morning drive time on that station, regardless of frequency.

If, however, the McDonald's rate is contingent on the radio station's ability to pre-empt commercials without notice, then qualified candidates must agree to identical terms to receive the same rate.

To facilitate the purchase of commercials on Augusta radio, stations will supply candidates with a political rate-card.  This card will show the LUR by time of day and by preemption parameters.

Here are other important facts about political advertising on Augusta radio.

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.

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.

Every vote counts.  Many times the difference between winning an election and losing is a handful of ballots. This is true in races for almost every elected office, referendum, and issue on the national, statewide, and local level.

To win a modern election requires advertising. Successful advertising requires reach. In the Central Savannah River Area, the most potent way to reach voters is on local radio.

Last week, for instance, 91.6% of all registered voters in Columbia, McDuffie, Richmond, Aiken and Edgefield County, tuned-in to an Augusta radio station.  This is significantly more than were reached by local TV, local newspaper, or the major social media site like Facebook and Instagram.