| With the landscape of American politics becoming | | | | decreased by twenty percent during the past |
| extremely polarized, the scope and type of radio | | | | two years. |
| commercials that are produced will be challenged | | | | Second, the tolerance level for commercials is |
| to offer rhetoric and copy that touches the heart | | | | eroding. Fifty percent of those surveyed stated |
| and not deflect off the shield that surrounds the | | | | that they have a quick "trigger" to avoid |
| soul of most voters. The conditioning of the mind | | | | commercials. |
| has been evolving since the first political radio | | | | Finally, the survey revealed that for political radio |
| commercials. | | | | advertising specifically, the over saturation by |
| Scott Radio, Political Advertising Agency dedicated | | | | candidates during the campaign is reason enough |
| tot radio only, a radio political voice and script | | | | to avoid commercial radio. |
| writing organization conducted a survey of over | | | | We are living in exciting and changing times. The |
| five hundred radio listeners in a quest to | | | | political radio commercial is in danger of extinction |
| understand the mindset or comfort zone of the | | | | unless clear and major changes are made. The |
| average radio listener. | | | | landscape demands thoughtful, heartfelt and |
| Some of the discoveries were as follows: | | | | creative advertisements that mirror the |
| The advent of Ipods®, Internet radio and | | | | non-political radio commercials. With the amount of |
| satellite radio are just starting to take hold. The | | | | money required to reach total name recognition in |
| listener still enjoys local radio programming during | | | | a political campaign, radio will be used less for |
| a typical day, but the amount of time spent | | | | issue dissemination and more for image building. |
| listening to local or traditional radio stations | | | | |