(first in a series of Radio Today articles)

A quick look at the association of political party with radio format (Scarborough USA 2009) reinforces certain stereotypes and suggests that as a medium radio is too republican to warrant any significant democratic expenditures.

Simplified, Democratic formats (formats where Dems out index the “norm” and the GOP) are Rhythmic CHR, Urban AC, Urban Contemporary, and Smooth Jazz - all formats dominated by African Americans.  The GOP, on the other hand, dominates in Contemporary Christian, Country, News/Talk, Personality, Sports, and Adult Hits – formats dominated by white men and southerners.  Neither group sounds terribly “persuadeaable” do they?

Look more closely at the top five formats in terms of share of listening and we see that three of the five belong to the GOP (country, news/talk, and adult hits) one “leans” Democratic (pop chr – can you say “young”) and one is a dead heat (adult contemporary.)

And of the 23 formats examined, 10 are “red” , 8 are “blue” , and 4 are “too close to call.”  This takes into account not only “hard” Dems or Republicans, but those who self-identify as “independent & leaning” one way or the other.

Isolating just the “independents” in the survey there are above average concentrations found listening to classic hits (114) & classic rock (115) – both of which lean more right than left – and oldies (133). These “oldies” are “boomers” who, after growing up hard right or hard left have moderated their views in the highly charged overly partisan atmosphere that permeates politics today. They are the middle-of- the- road folks who are highly sought.

Finally, the one other format that can truly be called “independent” (even though it leans more left than right) is classical.  Bad news for Dems though as this format encompasses all the public radio stations where advertising isn’t accepted and “sponsorship” isn’t available.

Coming up next we’ll examine each format against the likelihood of listeners to vote in local, statewide, and presidential elections.

In the mean time please share with us your thoughts on radio and its place in the political media spectrum.

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