Showing 1 - 3 of 3 Items
Evaluating measures of campaign advertising exposure on political learning
Date: 2004-09-01
Creator: Travis N. Ridout, Dhavan V. Shah, Kenneth M. Goldstein, Michael M. Franz
Access: Open access
- Scholars employ various methods to measure exposure to televised political advertising but often arrive at conflicting conclusions about its impact on the thoughts and actions of citizens. We attempt to clarify one of these debates while validating a parsimonious measure of political advertising exposure. To do so, we assess the predictive power of six different measurement approaches - from the simple to the complex - on learning about political candidates. Two datasets are used in this inquiry: (1) geo-coded political advertising time-buy data, and (2) a national panel study concerning patterns of media consumption and levels of political knowledge. We conclude that many traditional methods of assessing exposure are flawed. Fortunately, there is a relatively simple measure that predicts knowledge about information featured in ads. This measure involves combining a tally of the volume of advertisements aired in a market with a small number of survey questions about the television viewing habits of geo-coded respondents.
Spending Fast and Furious: Political Advertising in 2020
Date: 2021-03-01
Creator: Travis N. Ridout, Erika Franklin Fowler, Michael M. Franz
Access: Open access
- This article is a "first look"at political advertising in 2020. Spending on political advertising in the United States in 2020 obliterated records, and Democrats held huge advantages in the presidential race and in most congressional and senatorial races. In addition, all indicators suggest that spending on digital advertising continued to rise. Political advertising was largely similar in tone to past years and, in the presidential race, was substantially more positive than 2016. In addition, interest groups remained heavily involved in federal races in 2020, airing more ads than ever before, though their spending as a percentage of total ad spending was slightly less than in 2016. Political ad spending in 2020 may have been historically high because of the impact of COVID-19 on how campaigns could reach voters, suggesting that paid advertising may decline in 2022 and 2024, at least as a percentage of total election spending.
Sponsorship, Disclosure, and Donors: Limiting the Impact of Outside Group Ads
Date: 2015-03-25
Creator: Travis N. Ridout, Michael M. Franz, Erika Franklin Fowler
Access: Open access
- This research examines how an attack ad’s sponsorship conditions its effectiveness. We use data from a survey experiment that exposed participants to a fictional campaign ad. Treatments varied the ad’s sponsor (candidate vs. group), the group’s donor base (small donor vs. large donors), and the format of the donor disclosure (news reports vs. disclaimers in the ads). We find that ads sponsored by unknown groups are more effective than candidate-sponsored ads, but disclosure of donors reduces the influence of group advertising, leveling the playing field such that candidate- and group-sponsored attacks become equally effective. Increased disclosure does not, however, advantage small-donor groups over large-donor groups.