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Campaign Microtargeting and the Relevance of the Televised Political Ad
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Travis N Ridout
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July 16, 2009
Several trends, both societal and technological, suggest that televised political advertising should be losing its position at the center of today's political campaign, but is this the case? Analyzing ad-tracking data from the 2000, 2004, and 2008 presidential nominating campaigns, I show that the use of televised political advertising has, if anything, increased over time. Although campaigns may be focusing more nowadays on micro-targeting and "ground war" tactics, they have far from abandoned the traditional 30-second political spot.
Published Online: 2009-7-16
©2011 Walter de Gruyter GmbH & Co. KG, Berlin/Boston
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Articles in the same Issue
- Introduction
- Introduction
- Article
- Perception and Reality in Congressional Earmarks
- Institutional Structure and Democratic Values: A Research Note on a Natural Experiment
- Even Closer, Even Longer: What If the 2008 Democratic Primary Used Republican Rules?
- How Barack Obama's Votes Beat Hillary Clinton's Votes in the 2008 Democratic Presidential Contest: Not Malapportionment, But Turnout Variation and the Florida Effect
- Campaign Microtargeting and the Relevance of the Televised Political Ad
- The Obama Effect: Patterns of Geographic Clustering in the 2004 and 2008 Presidential Elections
- U.S. Health Care and Real Health in Comparative Perspective: Lessons from Abroad
- Review
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