You are driving down the street listening to the radio, when you hear talking rather than music. Your finger automatically goes to the "seek" button. For candidates trying to get out their message during election season on the radio, this spells trouble.

According to Arbitron, roughly 80 percent of radio listeners tune in to stations that play music, making them likely to tune out of a political commercial when the talking starts. But if the listener hears singing and music before the candidate's message (particularly if it is a familiar genre) they are more likely stick around to hear the message.

Although political advertising on the radio is not as prominent as commercials aired on television, and now the Internet, it should not be taken for granted. Radio remains an excellent way to reach people during drive time. This is when radio listeners--who are also potential voters--are a captive audience. According to TNS Media Intelligence/CMR, political campaigns spent more than $89 million on radio from January 2004 through October 2004, out of $1.4 billion total.

Heavier radio schedules for campaign ads have the potential to reach not only voters, but also those willing to make political donations. Arbitron's research shows 21 percent of heavy radio listeners have made a donation to a political campaign; only 16 percent of heavy television viewers have done the same.

While music generally rules the airwaves, talk radio has a popular following and is a fertile ground for political advertising. A well-produced spot with the right musical touch will cut through the clutter and grab all the attention. Talk radio is a natural political informer and educator, and a good way to reach all kinds of people who tune in.

Contrary to popular belief, talk radio listeners are not generally conservative, but span the political spectrum. According to the 2004 Arbitron study, self-described Independents make up the largest segment of listeners, with 41 percent of the audience. Republicans follow with 31 percent, and Democrats with 26 percent.

Reaching the Radio Listener Through Music