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News/Talk Top Earning Radio Format for Political Advertising

As the 2024 election season continues, it seems a natural conclusion, but one that is now official: news/talk radio is the top-earning format for political advertising.

At this stage of the race, AdImpact reports that $2.54 billion has been spent, which is a 12% increase compared to this stage of the 2020 race, according to Inside Radio. Despite its widespread use, radio has only accounted for 3% of the total spending thus far.

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When breaking it down format by format, news/talk is the top radio genre for political buys. Country and classic rock round of the top three formats.

AdImpact projects that more than $700 million has been reserved from September through November for national races, including the presidential race.

The battle between President Joe Biden (D) and former President Donald Trump (R) will be hotly contested one. However, Senate races in states like Montana, Ohio, and Pennsylvania will help inflate the total advertising spent, with more than $400 million pre-booked advertising between Labor Day and Election Day already reserved by campaigns and PACs.

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