Separation by Television Program: Understanding the Targeting of Political Advertising in Presidential Elections

Autor:	Travis N. Ridout, Michael M. Franz, William J. Feltus, Kenneth M. Goldstein
Rok vydání:	2012
Předmět:	Persuasion Sociology and Political Science Presidential system Communication media_common.quotation_subject Advertising Conventional wisdom Advertising account executive Politics Advertising campaign Law Political science Survey data collection Native advertising media_common
Zdroj:	Political Communication. 29:1-23
ISSN:	1091-7675 1058-4609
DOI:	10.1080/10584609.2011.619509
Popis:	Although conventional wisdom suggests that imbalanced message flows are relatively rare in presidential campaigns, this view relies on the assumption that competing campaigns allocate their advertising similarly. In this research, we show that this assumption is false. We combine ad tracking data from the Wisconsin Advertising Project with a unique collection of survey data on the audience for various program genres. Examining advertising in the 2000, 2004, and 2008 U.S. presidential races, we find that the Republican and Democratic candidates distributed their advertising differently across different program genres, reaching different types of voters. A form of microtargeting has increasingly entered into the realm of political advertising buys. We find that who sees certain political ads is more nonrandom than scholars had previously thought, and we find that unbalanced message flows (a precondition for ad persuasion) are more prevalent than conventional wisdom has suggested.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d492495aef22d40aa5f92c40a10fa55b https://doi.org/10.1080/10584609.2011.619509 Zobrazit plný text záznamu