FINDINGS FROM NEW KATZ CASE STUDY

President Biden's reelection campaign is placing high importance on engaging multicultural voters. According to Inside Radio, Biden's current radio activity marks the earliest investment in Black and Hispanic radio in Democrat reelection bid history. To understand how well radio is drumming up early support for Biden, Katz conducted a study of Black voters in the key states of Georgia, Pennsylvania, and North Carolina.

BLACK VOTERS ARE RECEPTIVE TO POLITICAL ADS ON RADIO

President Biden's radio messaging aims to remind Black voters of the good work he has done that has benefited them over the past three years. And Katz's study found that Black voters in these swing states are overwhelmingly receptive to it. 70% of the Black Americans surveyed believe that it is smart for Biden to be using radio to remind them of why he deserves their vote. 

RADIO IMPACTS VOTER SENTIMENT

Since Black voters have stated that they are open to political messaging on radio, it's no surprise that President Biden's current campaign is positively impacting voter sentiment and helping secure votes among Black Americans in swing states. Black voters exposed to the radio campaign are +26% more likely to think President Biden is doing a good job in office, compared to those who haven't heard it. And, if the presidential election was being held today, the radio campaign-exposed voters are +10% more likely to vote for Biden.

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Candidates using radio to target Black voters can be confident they are reaching receptive and responsive listeners in key markets. And investing in radio early secures their place in a politically uncluttered environment where they are able to earn an outsized share of voice. Every percentage point counts during elections, and radio is proven to make a positive impact among Black voters. 

Visit Katz's Political Insights Page for more coverage of the 2024 political cycle.