Radio Drives Political Engagement: 7 in 10 AM/FM Listeners Tune In for Election News and Find Motivation to Vote

By Idil Cakim, SVP and Reggie Shah, Sr. Director of Research & Insights, Audacy

Audacy's Election Tracker found that a significant majority of AM/FM listeners-70% of weekly radio listeners and an impressive 80% of weekly radio streamers-are actively tuning into election news on the radio. It's more than just staying informed; these listeners are inspired to make their voices heard at the polls.

Local radio is essential for these audiences, with 74% saying it helps them grasp how election results impact their communities. For many, radio is the pulse of the nation's agenda. Nearly half (46%) of listeners have been following election news closely for over three months.

Women Are Listening Up!

The announcement of Vice President Kamala Harris's candidacy has captured the attention of female listeners, drawing them from the fringes to the forefront of political news. In fact, 38% of women say they are now more motivated to vote, compared to 30% of men.

The Balanced Voter Base

A significant 68% of Audio consumers identify as moderates or centrists on social topics and issues. These listeners are more open to considering viewpoints from all political sides. Political candidates who effectively engage with this audience can significantly boost their chances of winning, particularly in elections where outcomes are often decided by narrow margins.

As we navigate an era of rapid change and heightened political awareness, the power of radio remains undeniable. Its ability to inform, engage, and motivate listeners makes it a vital force in shaping public opinion and driving voter turnout. For political leaders and candidates, understanding the preferences and motivations of these engaged radio audiences will be key to reaching and influencing the heart of the American electorate. Radio not only amplifies the voices of its listeners but also echoes the democratic spirit of participation and change.

SOURCES

Audacy Election Tracker: Conducted on Suzy Panel, P18+, N=946, Aug 2024