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Political Advertising In Charlotte: Campaigns Go Over The Top

Aug 22, 2022 7:05:00 AM / by Larry Julius

According to Nielsen research, 1.8 million people in the Charlotte area will likely participate in the upcoming election on November 8th. To sway these voters, candidates and political action committees are expected to spend a record amount on advertising.

AdImpact, a company that measures advertising expenditures by political campaigns, says more than $3.6 billion have been spent to reach voters so far in 2022. This puts spending on a course to obliterate the record level of campaign dollars set during the 2020 presidential elections.

Despite crumbling ratings, through August 1st, 58% of all political spending has been dished out to local TV stations, according to AdImpact.

Nielsen reports that since 2017, the reach of broadcast TV stations like WBTV, WSOC, WNSC, WCNC, and WJZY has decayed by 10%.

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Topics television advertising, online advertising, digital advertising, political advertising, OTT, television, political rates, CTV, streaming video, svod, avod, local television, streaming television, internet advertising, streaming TV

Best Way To Reach Likely Voters in 2022: Advertise On Charlotte Radio

Feb 11, 2022 11:30:55 AM / by Larry Julius

No matter which Charlotte television station or cable channel adults tune to in 2022, they can expect to be assaulted by a deluge of political advertising. Often entire commercial breaks are stuffed with back-to-back pleas and promises to secure viewers' votes.

But is advertising on WBTV, WSOC, WNSC, WCNC, and WJZY the most effective way to reach likely voters in the Charlotte area? Or is advertising on cable channels provided by Spectrum, DISH, DirecTV, and Google Fiber the way to go?

The answer is neither. According to research from Nielsen, the best way to reach local adults who are most likely to vote is by advertising on Charlotte radio.

Every week, 1.2 million likely voters will listen to Charlotte radio stations. This is significantly more than watch local TV, cable, and streaming video. More that use social media and streaming audio. More than will read newspapers.

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Topics best way to advertise, radio advertising, television advertising, political advertising, cable television, voters, registered voters, likely voters, political rates, cable tv, local television, streaming television, democrat, republican

Now Open: Political Advertising Window on Charlotte Radio

Sep 8, 2020 11:43:58 AM / by Larry Julius

On September 4, the political advertising window opened on Charlotte 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 Charlotte 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 Charlotte 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 Charlotte radio.

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Topics radio advertising, political advertising, issue advertising, political rates, lowest unit rate, advertising on radio, LUR

Political Advertising On Charlotte Radio Sways Voters

Jul 7, 2020 3:05:51 PM / by Larry Julius

There are more than 1.8 million registered voters in the Charlotte radio metro. Here is the number by county:

  • Anson, NC: 16,119
  • Cabarrus, NC: 141,766
  • Cleveland, NC: 63,751
  • Gaston, NC: 142,410
  • Iredell, NC: 122,498
  • Lincoln, NC: 58,579
  • Mecklenburg, NC: 656,499
  • Rowan, NC: 92,556
  • Stanly, NC: 41,315
  • Union, NC: 104,583
  • Chester, SC: 20,500
  • Lancaster, SC: 63,046
  • York, SC: 182,926

According to Nielsen, Charlotte 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.

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Topics best way to advertise, radio advertising, political advertising, issue advertising, advertise on radio, voters, registered voters, candidate advertising, election advertising, likely voters, political rates

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