Biden is outspending Trump by more than 50-to-1 on radio ads. Here's why
Joe Biden is increasingly leaning on an old-school platform to draw rural, Christian and senior voters away from President Donald Trump in the final stretch of the 2020 race: the radio.
The Biden campaign has spent nearly $15 million on radio ads that have aired in all 50 states since the beginning of September, according to data the ad tracking firm Advertising Analytics provided to McClatchy. That’s roughly 56 times as much as Trump’s campaign, which has dedicated less than $270,000 to the radio airwaves across seven states over the same time period.
The Democratic nominee has used those ads in an attempt to cut into crucial segments of Trump’s base and also boost turnout among Black and Latino voters — groups that his campaign has found are still tuning into radio stations amid the coronavirus pandemic.
While Biden is still putting the lion’s share of his advertising resources into TV and digital, his team sees radio as a cost-effective way to target narrower slices of the electorate with more tailored messages. Patrick Bonsignore, the Biden campaign’s director of paid media, likened their radio ads to “a side dish on top of the main course” voters are receiving heading into November.
“Radio affords us the opportunity where you can get into a specific audience and have more meaningful and relevant communication with them,” Bonsignore said in an interview. “You have a captive audience that is specific.”
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