The path to victory in 2024’s Presidential election goes through seven battleground states, the electoral votes from which are likely to determine whether Vice President Kamala Harris or former President Trump wins the necessary 270 to take the prize. According to just-released research from Katz Radio Group, political ads on radio in those states could be crucial to getting those votes, especially when it comes to attracting independent voters.
Katz’s survey of voters in Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania and Wisconsin found that 63% agree that radio ads are a good way for the Vice President — who has been using radio since August to connect with swing-state voters — to grow her familiarity, while 66% agree that it is smart for Harris to use radio ads to tell people why she deserves their vote.
“Voters in these key states are receptive to candidates using radio to connect with them,” Katz’s report says. “According to [this] study, [Harris] is well on her way to securing these crucial voters with the help of her radio campaign.”
Focusing on independents, the study finds that those exposed to Harris’ radio ads are 4% more likely to have a favorable opinion of Harris as a presidential candidate, vs. independents who haven’t heard the spots. Additionally, independents hearing the ads are 6% more likely to vote for her, compared to those having not heard them.
“Candidates using radio to court independent voters can be confident they are reaching receptive and responsive listeners in key battleground states,” the report says. “Investing in radio helps secure their place in a politically uncluttered environment where they can connect with voters with an outsized share of voice. Every percentage point counts during elections, and radio is proven to make a positive impact among independents in swing states.”
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