This chapter focuses on traditional political ads in US elections, in particular those most often airing on broadcast television stations, investigating three key questions: Have traditional political ads reached a tipping point, as new technologies and voter targeting opportunities shift the resource allocation of campaigns? Do traditional political ads work in changing minds and mobilizing voters, and how might those opportunities for persuasion and mobilization change as media engagement diversifies? Finally, what is the issue content of traditional political ads, and how does the content vary across platforms? All told, despite fast-developing change in opportunities for political actors to reach voters, television advertising remains a critically important strategy for campaigns and their political allies.
The US pay television service market had been dominated by cable operators until the nationwide entry of satellite operators in the early 1990s. The latter have been consistently growing their footprints since. This study documents the role of television advertising to explain the success. Using data on US households’ subscription choices and operators’ advertising decisions, the authors document both demand- and supply-side conditions conducive to the growth of the satellite operators. First, the authors find consumers in this market were sensitive to advertising, and especially so to that of the satellite operators (ad-elasticities of about .05-.06 for satellite operators vs. .02 for cable operators). The authors employ a border strategy to demonstrate advertising-elastic demand and discuss its robustness to potential threats to identification. Second, the authors provide suggestive evidence that a form of asymmetric cost efficiencies in television advertising benefited the entrants more than the incumbents. Specifically, the unit costs of local advertising tend to be higher than of national advertising, which likely allowed the satellite operators to better leverage their national presence with (cheaper) national advertising. Overall, this study highlights the interaction between advertising efficiencies and the scale of entry in explaining the competition between market incumbents and entrants.
Abstract
The picture superiority effect suggests that a single photograph can communicate a significant amount of political information to voters. Accordingly, politicians must make strategic choices in their self-presentation, particularly when considering how to respond to gender-based stereotypes. Strategic stereotype theory suggests that politicians will either emphasize or rescind gender-based stereotypes depending on whether they believe them to be advantageous to their political image. While the literature on gendered self-presentation is largely confined to television advertising, there is a growing literature focused on the online environment. In this research note, we develop a methodological framework to assess gender-based stereotypes in a purely visual environment. We test the framework using photographs from the Twitter feeds of the main party leaders in the 2018 Ontario election. The note concludes by reflecting on the methodological challenges of examining gender in visual political content online.
Targeting of Enrollment Assistance Resources in Health Insurance Television Advertising: A Comparison of Spanish- Vs. English-Language Ads