Radio Political Advertising: Why It Creates the Most Reach

Broadcast TV Viewership Declines; Radio Tops Ad-Supported Audio

Regular headlines tell us that many consumers are firmly in the camp of being cord-cutters. They no longer subscribe to cable or satellite. Instead, they’re leaving in droves for ad-supported streaming. This migration makes the case for political OTT/CTV ads, which you can deliver by selling third-party digital.

Most political candidates, campaigns, and PACs (political action committees) may be unaware that they won’t get the reach they expect by sticking with their traditional strategies. The reality is that radio is where they’ll engage a mass audience most effectively.

Edison Research’s Q4 2025 Share of Ear data, analyzed by the Cumulus Media and Westwood One Audio Active Group, makes the case clearly. AM/FM commands a 64% share of all ad-supported audio time among registered voters 18-plus. Podcasts are second at 21%. Streaming music platforms combine for less than 15%. Digital audio alone reaches just one-third of Americans daily; adding AM/FM lifts that reach to 73%.

While OTT/CTV helps reach cord-cutters, campaigns just channeling money from broadcast TV to streaming won’t achieve the incremental lift they need. With YouTube and CTV political inventory already overwhelmed in battleground markets and CPMs running at roughly double the standard platform averages, AM/FM is the cost-effective alternative that still delivers reach.

Audio Ads Get More Attention and Generate Better Recall

Yes, radio wins here. According to research, audio ads outperform video on attention and recall. That’s a huge deal because political advertising for candidate support relies heavily on recall. The Mediaprobe Emotional Impact Score shows AM/FM radio programming and ads outperformed TV by 12% to 13%, despite lacking sight, sound, and motion. Audio listeners tend to be more attentive. They also have more favorable responses to this format, believing it to be less invasive.

The Radio Trust Factor

Many people are on guard regarding political advertising. As noted in the studies above and many others, radio is among the most trusted forms of media. So, people may take what they hear on the radio as more reliable.

It can also invoke emotions, which help people overcome fear and mistrust. A study from James Madison University confirmed this hypothesis. The research was not related to political ads, but it’s not a stretch to think the same results could occur with this sensitive topic.

Every candidate longs to gain trust, and being on the radio may provide an avenue to do so at scale.

Every Market Has Political Revenue Opportunities

One concern some areas have regarding political boosting their spot ad revenue is whether it’s competitive. Some markets are very red or blue, so the activity for voting and swaying may be low. However, you could see plenty of activity around fundraising, which every candidate depends on.

There may also be district and state ballot initiatives that PACs or other groups will put money toward. Issue-driven races tend to create more spot ad demand. With 33 Senate races, 36 gubernatorial contests, all 435 House seats, and more than 6,000 state and local battles on the 2026 ballot, virtually every market has a contest worth competing for.

The Radio Political Advertising Seller Checklist

You’ve got some great data demonstrating radio’s reach, engagement, and trust to share with political ad buyers. Keep in mind that you must comply with the FCC’s rules about rates for “legally qualified candidates.” Most PAC ads still fall outside those requirements, though the FCC Media Bureau clarified this spring that LUC obligations now extend to certain joint fundraising committees and coordinated party expenditures, so check current guidance before quoting rates. You can also make up any revenue gap with political digital ads. As you have conversations with these advertisers, follow this checklist:

• Be more active and aggressive in positioning radio. You don’t have to tell media buyers they’re “wrong” for sinking so much in TV, but you can reiterate the benefits of diverse spending.
• Address misconceptions about radio, who listens to it, and how often people tune in from the start, before they even bring it up as an objection.
• Build a complete advertising proposal with radio accounting for at least 20% of the budget. Then, recommend complementary tactics you can provide, including OTT/CTV and programmatic ads.
• Discuss the limitations of available inventory for broadcast TV and CTV. Both are already constrained in battleground markets, so you can be there to offer radio in its place.
• Illustrate what results look like by providing sample reporting that clearly defines spot and digital ad performance.