The A-word. We’ve heard it a lot.
In just the past year or so, the political sands have shifted. Today, one of the common themes is the high cost of virtually everything. It’s not just the price of homes, cars, and food – the staples. Inflation is impacting virtually every other category, from airfare to ground beef to chocolate. (Did you notice how much more expensive Halloween candy was this year?).
Last December as the holidays were approaching, I wrote a blog post called “Announcement: Broadcast Radio Fees Remain Unchanged in 2026 (They’re Still Free”) in which I predicted “affordability” and related issues would dominate the political discourse through this year. I wrote:
“‘…affordability’ is going to be a keyword for 2026—and perhaps beyond. It is sure to be a key topic for the election coming up this November, and perhaps it will be part of the framework of debate for the 2028 Presidential contest. A media outlet, platform, or service that messages this true advantage just might get itself back on the nation’s cluttered radar screens. Radio could do its part to make entertainment and information affordable, something that even those pesky younger demos might be ready to embrace.”
It really wasn’t a particularly bold prediction on my part, under the circumstances. But as we now know, the Democrats (by and large) embraced the issue, while Trump (“It’s a hoax!”) and many Republicans have dodged and dismissed it as a critical factor in people’s lives.
Tomorrow, we may get confirmation one way or the other whether “affordability” is a catalytic force or yet another empty campaign slogan. Many feel the election will be a referendum on the economy – not a surprise to political pundits who almost always point to consumer costs as being a main driver when voters are exercising their rights in the booth.
The data we’ve collected this year at Jacobs Media through our three Techsurveys strongly indicate that when it comes to affordability, there’s a “there there,” especially for core radio listeners.
We conduct these massive studies across three broadcast radio platforms: commercial, public, and Christian music stations. Seldom do these groups of radio partisans concur on any number of issues. But when it comes to the issue of feellng pinched by the economy, all three are in lockstep.
Here’s how the question included in the three studies was worded:
“The economy has been in the news during the past couple of years. Here in the 2nd half of 2026, how much of an impact do you feel the economy is currently having on you/your household?”
We use a simple 1-5 agree/disagree scale to record responses. The only different in the question relates to when in 2026 each study was conducted:
TS 26 (commercial radio): January/February
PRTS 26 (public radio): June/July
CMB 26 (Christian music radio): September/October
All told, nearly 60,000 respondents (59,284) participated in our surveys this year, a robust sample.
Last week, Jacobs Media’s research director, Jason Hollins, sent me the charts and graphs for our Christian music radio Techsurvey, CMB 26. I’ll have the honor to present to it stakeholder stations and networks later this month.
Here’s the chart that tells the story of the economy among Christian music radio devotees:
On the upper-right of the chart, you can see how respondents in the commercial radio survey (dark blue – TS26) and the public radio study (gold – PRTS26).
Over half the respondents in all three studies say the economy is having a “major negative impact” or a “significant effect” on them and/or their households. That’s a lot of financial stress and angst. Across these three radio platforms, women and Millennials are all above their sample averages.
My guess is that in the aftermath of tomorrow’s midterm – after the lawn signs are removed and your local TV stations get back to “normal” commercial breaks devoid of political attack ads – this issue of affordability will emerge as a main factor in how American citizens voted.
If you work in public or commercial radio and would like to see this data for your format(s), drop me a note at fred@jacobsmedia.com and I’ll take care of you. The percentages are stable, but they do vary by format.
I’ve seen it in the focus groups we’ve conducted throughout the year. Many people don’t feel heard. They feel powerless to be able to change the trajectories of rising prices up against their personal needs as well as their families’ economic predicament.
As I wrote last December, local radio stations have an opportunity to make an important statement at this apex of emotional turmoil. Partnering with local food banks and other organizations that provide resources to those in the area struggling would be a good use of your station’s time and staff heading into the December holidays.
Your contesting at the end of the year and in first quarter (when those credit card bills from the holidays come home to roost) can also reflect your station’s ability to emotionally connect with your hometown audience in a way satellite radio, podcasts, and video streaming platforms never will.
In other words, a little empathy at a moment in time many of your listeners need it. This is something many Christian radio stations intuitively understand. They know their mission isn’t just to entertain and inform. If you’ve been perplexed about why many are enjoying record ratings the past few years, consider this explanation.
Their emotional antennae are always on alert, trying to provide comfort and companionship for their audiences struggling to make ends meet, trying to keep their listeners sane in the process. I’m not suggesting personalities at ALT stations or hosts at News/Talk stations change their tones or veer out of their lanes. But some time spent on promotion and production copy that speak to the current state of affairs might go a long way in building stronger connections with local audiences. The fact is, this isn’t a blue or a red issue – it’s an American problem that spans generations, geography, and most political affiliations.
No, I’m not suggesting your station gets political or starts talking about the election, especially if you’ve rarely gone that route. For most of you, that would be toxic, out of character, and unwelcome. But speaking to your audience living paycheck to paycheck, running up dangerous credit card balances, and simply having trouble making ends meet isn’t a political stance – it’s relatable. The data indicate this is a condition shared by a majority of those listening to your radio stations.
I would also add – and I have no data to back this up – my observation from all our focus group discussions is that many in your audience are stressed, and many acknowledge they’re depressed. Radio, at its best, can help mitigate those feelings, and in some cases, provide some escape from the day-to-day pressures so many are experiencing. As we know from our Techsurvey “Why Radio?” questions, emotional support make up some of the foundation for why consumers listen.
You can be current without being political.
President & Founder at Jacobs Media
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched – a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created – a mashup of radio and automotive, designed to foster better understanding of the “connected car” and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media’s commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
