You can thank the politicians for this one.
Katz Media Group maven Bob McCurdy wrote a recent piece for MediaPost that illustrates how negative political advertising takes its toll on the “mother ship.”
On the premise that nearly two-thirds of all political advertising on TV is inherently negative (not to mention untrue, sensational, and heinous), and that close races bring out the worst in ads, local television stations are faced with lots of unintended viewer anger and frustration.
McCurdy’s Media Monitors’ analysis revealed that in several battleground states, political spots made up 40% of total ads. In Columbus, Ohio, for example, the average viewer sat through (or gutted out) more than 1,100 political ads on TV. That’s a high price for the privilege of watching Wheel of Fortune.
The flip side is that in these same markets and states, only one in ten radio ads was political. This provides, as McCurdy points out, “a wise, effective alternative to television in 2012” in a more positive, less cluttered environment.
If he’s right, radio may get a greater share of political advertising in the upcoming months due to its lower cost, flexibility to quickly customize messaging, and the ability to better target voters.
So that may put some pressure on radio’s programmers to work a little harder to maintain that positive environment in a sea of brickbats and slime where there’s no FTC restrictions on the claims politicians make.
Since “the worst recession since the Great Depression” afflicted America back in 2008, I have become a firm believer that mood, attitude, and positivity on the radio have all been elevated in a country where the vibe has become increasingly negative, dark, polar, and depressed.
My focus and L.A.B. groups tell me that radio is often at its best when it provides an escape from the burden of everyday life, as well as the ability to put consumers in a good mood at a time when the bad stuff continues to rain down hard.
Television, by virtue of McCurdy’s research and the fact that local TV news is inherently sensational, blood and guts, and crime infested, has its work cut out for it over the next several months.
On the radio, there’s an opportunity to develop a more positive vibe in a less cluttered and vitriolic environment.
Turn on the radio.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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