Election Day 2024: Radio reaches voters in the last hours

It’s election day and radio platforms play a central role in the final push to reach voters. With hundreds of thousands of dollars in final investments pouring in, both major parties are betting big as radio networks prepare for wall-to-wall coverage as the polls close.

More than $1 billion has been spent on political ads in the past ten days, according to AdImpact — about one-tenth of the $10 billion-plus total in political advertising since the start of 2023.

On November 2, the Democratic National Committee launched a six-figure media campaign using radio ads and billboards to target rural voters in Georgia and North Carolina. The “I Will Vote” campaign spans 15 counties in these key battleground states. This follows seven-figure ad spending on nearly fifty black-focused radio stations. DNC Chair Jaime Harrison commented, “In the final days of this election, Democrats are not taking their foot off the gas as we communicate our plan for rural America.”

While Democrats and Vice President Kamala Harris are leaning into radio to connect with voters, former President Donald Trump has relied more on podcasts.

Harris’ campaign has run radio ads targeting rural, Hispanic, Native American and Republican voters in swing states. Meanwhile, Trump has appeared on popular podcasts to engage with a younger male audience, including shows like The Joe Rogan Experience, Impulsiveand Lex Fridman Podcast. On Monday, former President Donald Trump joined the latest episode of SiriusXM’s Let’s go! podcast hosted by Bill Belichick and Jim Gray.

Outside of advertising, the radio is ready for full election night coverage.

ABC News Radio will launch live election coverage at Affiliate stations will receive special reports throughout the night.

ABC Audio’s podcast Start herehosted by Brad Mielke, will also address misinformation and election subversion, with Mielke reporting from Pennsylvania on November 4. The day after the election, Start here will feature a special episode with insights from ABC News analysts and correspondents nationwide.

NPR also offers real-time election night coverage starting at 7 p.m. ET. NPR will broadcast live updates from its headquarters in Washington, DC, with reporting from key swing states such as Michigan, Pennsylvania, Arizona and Georgia. Digital coverage includes a live blog and interactive map on NPR.org, tracking election results by state and county, along with updates on Senate, House and gubernatorial races. Further updates will be available at NPR Politics podcast and through Politiken’s newsletter for those who prefer summaries.

SiriusXM will bring cable news and exclusive channels via satellite radio and the SiriusXM app. Listeners can follow simulcast updates from FOX News, CNN and MSNBC or participate in live discussions on the broadcaster’s political talk channels such as Triumph, POTUS Politics, Patriot, Urban View and Progress.

As digital and traditional broadcast platforms work together to capture every development, radio’s trusted voice will be critical to navigating one of the most watched elections in recent history.