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Candidates Bombard Swing States With Radio Ads

Campaigns like low cost, lower accountability

By Nick McMaster,  Newser Staff

Posted Oct 27, 2008 2:10 PM CDT

(Newser) – Although conventional radio may seem obsolete, it is an important tool of the presidential campaigns this year, USA Today reports. Political advertising is flooding the airwaves in battleground states as the campaigns take advantage of the cost: $500 to $600 per airing for a 30-second spot in Northern Virginia, compared to at least $1,700 or more for a 30-second TV spot.

Issue ads share time with candidate-specific spots. "Radio is a very good medium to reach people who work for a living, going back and forth to their jobs," says a UAW spokesman. Radio boasts another advantage: watchdog groups pay less attention than they do to TV, so the spots can be nastier. An Obama ad falsely accuses McCain of opposing stem cell research, while a McCain message erroneously slams Obama for not supporting clean coal.

A car radio is shown in this undated file photo.
A car radio is shown in this undated file photo.   (©nedrichards)
A car radio is shown in this undated file photo.
A car radio is shown in this undated file photo.   (©dsearls)
Radio 1
Radio 1   (©Jason Cartwright)
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Radio was all but given
up for dead. We're going
back to the future. - Evan Tracey, media analyst

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