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Election Watch '08: the Comedy Campaign

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Election Watch '08: the Comedy Campaign Volume XXII Number 3: Winter 2008 The Comedy Campaign: The Role of Late-Night TV Shows in Campaign '08 This issue of Media Monitor examines two aspects of the role late night television shows played in the 2008 presidential election campaign: The appearances that the candidates made on these shows and jokes about the candidates that the shows fea- tured in stand-up monologues or other comedy routines. MAJOR FINDINGS: • Presidential candidates appeared over 100 times on late-night TV, four times as often as in the 2004 campaign. pg. 2 • John McCain and his family appeared on more than 20 shows. pg. 3 • Jay Leno edged out Jon Stewart as the host with the most candidates as guests. pg. 3 • John McCain attracted 658 jokes from late-night comedians during the general election. pg. 3 • Barack Obama finished fourth in the joke race behind McCain, Sarah Palin, and George W. Bush. pg. 4 • The GOP ticket was joked about four times as often as the Democratic ticket. pg. 4 • Republicans have attracted more jokes than Democrats in four straight elections. pg. 5 • Leno’s jokes were the most balanced between the parties; Letterman’s were the least bal- anced. pg. 5 The Comedy Campaign: The Role of Late-Night TV Shows in Election '08 When Bill Clinton took his sax campaign landscape – so much Live. From April 2006 (when on the Arsenio Hall Show in so that John Edwards an- Mike Gravel became the first 1992 it was a controversial nounced his candidacy on the official candidate in campaign move that had pundits predict- Daily Show. In campaign ‘08, ’08) until Election Day, the ing dire consequences. Eight the trend continued, with John candidates and their families years later, both George W. McCain throwing his hat in the made 110 appearances on the Bush and Al Gore made time ring on the Late Show with late night shows. Fifty of these for appearances on the Tonight David Letterman and Fred took place during the campaign Show and the Late Show with Thompson following suit on the “preseason” prior to the prima- David Letterman as part of Tonight Show. ries, and 60 were in calendar their general election cam- year 2008. This represents paigns. Their appearances were more than a fourfold increase “The Road to the White House seen as necessary outreach to over the 2004 campaign, when Runs Through Me” parts of the electorate that were candidates made only 25 ap- otherwise politically The list of late night talk and pearances on late night shows. unengaged. The Pew Research comedy shows has grown over David Letterman’s quip, “the Center found that in 2000, the years and now includes the road to the White House runs almost half (47%) of those Tonight Show, Late Show with through me,” has become a surveyed under 30 got informa- David Letterman, Latenight truism for the late night hosts. tion about the candidates from with Conan O’Brien, Late Late The clear benefit of a late night late night shows. A second Show with Craig Ferguson, the appearance is a large block of survey in 2004 found similar Daily Show with Jon Stewart, time to speak directly to the utilization of the late night Colbert Report, Jimmy Kimmel public. In 2000, George Bush shows for information. Live, Last Call with Carson was on-screen for a total of 13 Daly, Real Time with Bill By 2004, the late night shows minutes during one October Maher and Saturday Night were a regular part of the appearance on the Late Show Late Night Candidate Appearances 2007 through Election Day 20 13 11 11 15 10 61 2 1 1 5 0 1 0 0 0 4 5 4 5 44 0 1 1 0 1 1 33222 22 1 0 1 1 0 00 Number of Appearances l n s d r rr e o ch n ve n n lin te a er e i od ney b int Paul n so liani so Pa B ad l Biden ward ci D Gra u p N McCain Obama C mp Gi om ardso Hun Ed Ku R om Hucka H h ich . Tho R F T T 2007 2008 Media Monitor Winter 2008 Page 2 The Comedy Campaign: The Role of Late-Night TV Shows in Election '08 with David Letterman, which Candidate Appearances per Show exceeded his entire speaking time on all three network news April 1, 2006 - November 4, 2008 shows during the month of October. Similarly, Al Gore Tonight Show 22 received more air time from Daily Show 21 one September appearance with Late Show 19 Letterman than on all the Colbert Report 15 network newscasts for the same Bill Maher 12 month (Media Monitor Nov/ Sat. Night Live 8 Dec 2000). Kimmel 5 While the shows provide Late Night 4 candidates with an unfiltered Late Late Show 3 platform to talk to the elector- Last Call 1 ate, candidate appearances can 0 5 10 15 20 25 be very good for ratings. John Number of appearances McCain’s appearance on the Late Show on October 16th gave Mike Huckabee was a close paign season. the show its best ratings in second to McCain with 16 late The Punchline Race almost three years. Sarah night appearances, including Palin’s appearance on Saturday several during the Hollywood While the candidates were Night Live (on October 18th), writers’ strike. Close behind using the late night shows to gave that show its best ratings was Barack Obama, who made advance their own messages, in 14 years. Michelle Obama 15 appearances. Rounding out the hosts were using the candi- set a new ratings record for the the top five were Hillary dates as fodder for nightly Daily Show with her Oct. 8 Clinton (7 appearances), Joe punchlines. From the an- appearance, only to have it Biden (6) and Ron Paul (6). nouncement of Joe Biden as the surpassed when her husband Democratic Vice Presidential The various late night shows appeared on Oct 29. nominee on Aug 23rd, which also had different appetites for kicked off the party convention Candidates’ use of the late political guests. The Tonight phase of the campaign, until night shows varied widely, Show featured the most candi- Election Day on November 4th, from a high of 17 appearances date appearances (22), followed Jay Leno, David Letterman, for John McCain to single by the Daily Show with 21 and Conan O’Brien, Jon Stewart appearances for Duncan Hunter The Late Show with 19. and Stephen Colbert told over (R ), Bob Barr (Libertarian) and The Colbert Report (15) and 3,000 jokes (3,376) about Ralph Nader (I). When appear- Later with Bill Maher (12) public figures. ances by McCain’s wife and were the only other shows to daughter Meghan are included, The most joked about figure have more than ten candidate the McCain family appeared on was John McCain with 658 appearances during the cam- 21 shows. jokes, His running mate Sarah Media Monitor Winter 2008 Page 3 The Comedy Campaign: The Role of Late-Night TV Shows in Election '08 Jokes About Public Figures was the target of 1,264 jokes. Hillary Clinton placed second 2008 General Election (8/23 - 11/3) for the year with 663 jokes, John McCain 658 followed closely by Barack Sarah Palin 566 Obama with 641 jokes. Sarah Ge or ge Bus h 244 Palin’s two and a half months Barack Obama 243 in the limelight put her in Joe Biden 87 Hillary Clinton 84 fourth place with 566 jokes. Bill Clinton 68 Rounding out the top five O.J. Simpson 45 candidate targets for the year Dick Cheney 43 was Mitt Romney (132 Joe Wurzelbacher 32 punchlines). John Edwards (92 Larry Craig 25 Henry Paulson 24 jokes), Joe Biden (91), Ralph Joe Lieberman 20 Nader (69), Mike Huckabee Kim Jong-Il 19 (58) and Rudy Giuliani (36) fill John Edwards 18 out the remainder of the top ten Ralph Nader 18 candidate targets. John Kerry 15 Bristol Palin 13 The disparity between the Regis Philbin 12 Mahmoud Ahmadinejad 10 Republican and Democratic tickets in the general election 0 200 400 600 800 punchline race was dramatic – there were nearly four times as Palin placed second with 566 Joe the Plumber) rounded out many jokes about McCain/Palin jokes. President George W. the top ten with 32 jokes. as there were about Obama/ Bush placed third with 244 Biden (1224 vs. 330). jokes, and Barack Obama During the entire 2008 cam- Throughout all of 2008, placed fourth with 243. Biden paign from January 1 through McCain was the target of 1264 placed fifth with 87 jokes, Election Day, John McCain edging out Hillary Clinton (84). Former President Bill Clinton McCain/Palin vs. Obama/Biden Jokes was the target of 68 jokes. 2008 Rounding out the top ten, O.J. Simpson was the only target in 1500 1224 the top ten who was not con- nected to Campaign ’08. His 1000 trial and conviction on armed 606 Obama/Biden robbery charges garnered 45 398 330 500 McCain/Palin jokes. Number of Jokes of Number Vice President Dick Cheney 0 was the target of 43 jokes, Primaries Gen Election while Joe Wurzelbacher (aka Media Monitor Winter 2008 Page 4 The Comedy Campaign: The Role of Late-Night TV Shows in Election '08 Jokes About the GOP vs. Democratic Tickets 735 238 289 214 800 700 600 500 400 GOP 300 200 100 176 179 Dems 0 114 146 1996 2000 2004 2008 punchlines vs. 26 percent for jokes vs.
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