Television Advertising in 2012

WMP Directors: Erika Franklin Fowler, Michael M. Franz & Travis N. Ridout

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Thanks also to: Kantar Media/CMAG Frequency Data Online Coding Tool

Data We Collect

• Sponsor (candidate, party, interest group) • Tone (positive, negative, contrast) • Issue themes, personal traits/adjectives & policy vs. personality balance of spot • Major politician mentions & tone • Mentions of party affiliation, magic words, etc. • Emotional appeals, music, voiceovers

TRENDS IN VOLUME, COST, AND SPONSORSHIP Volume and Cost of Ads in 2012

Race Ad Airings Est. Cost House 685,787 $443,105,900 Senate 952,135 $558,121,120 President 1,431,939 $950,436,980

All federal 3,042,861 $1,923,754,550

Source: Wesleyan Media Project; Kantar Media/CMAG data Note: Local broadcast and national cable ads Ads in Presidential Race (6/1 to Election Day)

1,200,000

1,000,000

800,000

600,000

400,000

200,000

0 2004 2008 2012 Source: Wisconsin Advertising Project and Wesleyan Media Project; Kantar Media/CMAG data Note: Local broadcast and national cable ads

Interest Group Activity Skyrockets in Presidential Primaries

59.1% 60.0%

50.0%

40.0%

30.0%

20.0% 14.5%

10.0% 4.1% 2.8%

0.0% 2000 2004 2008 2012

Source: Wisconsin Advertising Project and Wesleyan Media Project; Kantar Media/CMAG data Note: Local broadcast and national cable ads Top Advertisers in General Election 511,513 207,984 81,553 , Inc. 62,557 Crossroads GPS 61,610 Priorities USA Action 58,990 40,465 RNC 35,825 RNC & Romney 33,456 Americans for Job Security 10,410 American Future Fund 7,438 DNC & Obama 7,210 Source: Wesleyan Media Project; Kantar Media/CMAG data Money Isn’t Everything

700,000

600,000 +$1M 500,000

400,000 Pro-Obama 300,000 Pro-Romney 200,000

100,000

- Pres. Ads Aired Money Spent (in thousands) Source: Wesleyan Media Project; Kantar Media/CMAG data Note: Local broadcast and national cable ads Money Isn’t Everything

700,000 -41,596

600,000 +$1M 500,000

400,000 Pro-Obama 300,000 Pro-Romney 200,000

100,000

- Pres. Ads Aired Money Spent (in thousands) Source: Wesleyan Media Project; Kantar Media/CMAG data Note: Local broadcast and national cable ads Money Isn’t Everything

• Differences between: – Candidates vs. Interest Groups – Obama vs. Romney

Romney More Reliant on Groups

60.0% 50.3%

50.0%

40.0%

30.0% 11.7% 20.0%

10.0%

0.0% Obama Romney Source: Wesleyan Media Project; Kantar Media/CMAG data Note: Local broadcast and national cable ads

Obama Edge in Key Markets Difference in Ad Placements Money Isn’t Everything

• Differences between: – Candidates vs. Interest Groups in ad prices – Obama vs. Romney in placements and strategy

• Strategy going forward? Interest Groups vs. Party Advertising Interest Groups vs. Party Advertising Interest Group Transparency

428,341 450,000 400,000 350,000 $321.5 M 300,000 250,000 200,000 Partial disclosure 150,000 Full disclosure 100,000 50,000 0 Ads aired Money Spent (in thousands) Source: Wesleyan Media Project & Center for Responsive Politics Note: All federal local broadcast and national cable ads (2011-2012) Television Advertising in 2012

WMP Directors: Erika Franklin Fowler, Michael M. Franz & Travis N. Ridout

Negativity Trend Over Time Negativity Trend Over Time Parties, Groups More Negative 100%

80%

60% Promote Contrast 40% Attack

20%

0% Candidate Party Ind. Group Candidates & IGs Policy Focused

1

0.8

0.6 Policy 0.4 Both Personal 0.2

0 Candidate Interest Groups Percentage Who Have Not Heard Of…

90 80 70 60 50 40 30 20 10 0

Top U.S. Senate Races by Volume

Source: Wesleyan Media Project; Kantar Media/CMAG data Note: Local broadcast and national cable ads Candidate Ads in Senate Races (9/1 to Election Day)

Percent increase

2500 10%

38%

Paired Market Paired 2000 20% 50% 2571 2514 2557 2277 2128 1500 1868 1778 1700

1000 Mean Number of Ads per Ads of Number Mean

Source: Wisconsin Advertising Project and Wesleyan Media Project Note: Local broadcast and national cable ads Top U.S. House Races by Volume

Source: Wesleyan Media Project; Kantar Media/CMAG data Note: Local broadcast and national cable ads Ad Scores by Sponsor Pro-Republican Pro-Obama

600

550 Americans for 500 Prosperity 464.70 450

400 411.95 Obama Romney 350 392.66

300 Ad Scores by Affiliation Obama Priorities USA Romney American Crossroads

700

600

500

400

300

200

100

0 Estimated Effect of Ads at County Level