A revenue category that continues to grow is Political advertising. Once considered an after-thought or even time consuming to service, the category is no longer based on specific elections and continues to be increasingly competitive for all media options.
In this edition, Erica Farber, President and CEO of the RAB speaks with Steve Passwaiter, VP & GM at Kantar Media/CMAG where he has oversight of the Political Ad Intelligence unit.
Political messages are looking to make connections with those “narrow slices of persuadables” in the most efficient manner possible. Radio has a strong case to make but our marching orders are clear that we need more “feet on the street”.