Kantar’s Campaign Media Advisory Group (CMAG) projects a $7.8 billion political ad spend for the midterm season across local broadcast TV, local cable/satellite, AM/FM radio, digital, and OTT. $7.8 billion will overwhelm inventories of many TV and digital platforms leaving campaigns to look for new ways to reach voters. Enter AM/FM radio.
Local Media Impact is Nielsen’s new local market media planning and optimization platform. For the first time, agencies can now determine the lift in reach achieved by adding AM/FM radio to television and digital campaigns. Here’s how it works for political.