Philly 2014 Political Ad Trends Viewer

Trends Viewer: Philly Political Media Watch Project

Welcome to the interactive Trends Viewer tool designed to allow you to explore the data underlying the Philly Political Media Watch Project of the Internet Archive's TV News Archive! From September 1, 2014 through the election of November 4, 2014, 7 television stations in the Philadelphia market were monitored to identify all politically-related advertisements. In all, 74 distinct political advertisements were identified which collectively aired 13,675 times during the 65 day monitoring period. Each advertisement was assessed for time devoted to functional content, using the approach elaborated by William Benoit, Ph.D., most recently in his 2014 book, A Functional Analysis of Political Television Advertisements. Archive staff scored each ad along the dimensions of "Acclaim" (positive comments about candidate), "Attack" (negative comments about opposing candidate), and "Defend" (defending candidate against attacks by opposing candidate), along with typing up a transcript of its spoken content. A similar approach was taken by a team at the University of Delaware's Center for Community Research and Service lead by Associate Professor Danilo Yanich, in their study, Political Ads & Local TV News - Philly 2014.

Note that you will find some oddities in the data due to the way in which the human coding cataloged the advertisements. Each ad was categorized with the name of the primary candidate discussed, meaning that an attack ad run by one candidate against another will be cataloged under the second one's name, even if the other half of the advertisement lauds the candidate running the ad. This will yield nuanced results, such as comparing the ads focusing on Aimee Belgard vs those sponsored on her behalf.

This tool allows you to interactively explore and visualize the resulting trends (the raw datasets are also available for download). Using the form below, you can select any pair of candidates, parties, races, status, win/lost, sponsor, sponsor type, television channel, or even keywords found in the transcripts, or any combination therein, to compare their respective trends during the 2014 election cycle. If you specify multiple options they will be combined together. For example, you can compare ads focusing on Tom Corbett that were paid by Tom Corbett for Governor vs those paid for by Tom Wolf for Governor. Or, compare all ads mentioning the two candidates from any sponsor. Or ads focusing on candidates that ultimately won vs lost. Or, compare the ads run by the Philadelphia Federation of Teachers vs those run by the House Majority PAC. Or, those mentioning "school" vs "job" in the transcript of the ad. Or, simply, view the overall trends for all 13,675 advertisement airings.

Search #1

Use the dropdowns below to select your first query.
You can select multiple options and they will be combined together.

Focal Candidate:
Focal Candidate Party:
Focal Candidate Status:
Focal Race:
Focal Candidate Outcome:
Ad Sponsor:
Ad Sponsor Type:
Television Channel:
Transcript Keyword:

Search #2

Use the dropdowns below to select your second query.
You can select multiple options and they will be combined together.

Focal Candidate:
Focal Candidate Party:
Focal Candidate Status:
Focal Race:
Focal Candidate Outcome:
Ad Sponsor:
Ad Sponsor Type:
Television Channel:
Transcript Keyword:

Select All Advertisements:

Summary Statistics

The four charts below offer a summary of overall trends. See the description under each graph for more detail on what it shows.

Total number of airings of all ads matching your queries

Total airtime of advertisements in minutes, broken down by the functional type expressed: Acclaim (praising the candidate), Attack (attacking the other candidate), or Defend (countering attacks made by the other candidate)

Total airtime (in minutes) of advertisements, broken down by television channel, making it possible to see where advertising time was focused and any differences in the kinds of ads run on each channel. Airtime is further broken down by the functional type expressed: Acclaim (praising the candidate), Attack (attacking the other candidate), or Defend (countering attacks made by the other candidate).

Total airtime (in minutes) of advertisements, broken down by the primary candidate focused on by the ad. An ad may mention multiple candidates, but it is cataloged under the focal candidate that was mentioned the most. Airtime is further broken down by the functional type expressed: Acclaim (praising the candidate), Attack (attacking the other candidate), or Defend (countering attacks made by the other candidate).

Total airtime (in minutes) of advertisements, broken down by the organization paying for the ad, making it possible to see who is paying for ads for/against a given candidate, etc. Airtime is further broken down by the functional type expressed: Acclaim (praising the candidate), Attack (attacking the other candidate), or Defend (countering attacks made by the other candidate).

Total airtime (in minutes) of advertising each candidate ran in shows starting during each hour, making it easy to see what times of day they targeted most heavily

Daily Timeline

The timeline below summarizes the total airtime of advertisements by day over the entire 65 day period, with results for "" shown to the left of the center line and results for "All Advertisements" shown to the right. Airtime is further broken down by the functional type expressed: Acclaim (praising the candidate), Attack (attacking the other candidate), or Defend (countering attacks made by the other candidate).

Ad Listing

The thumbnails below show all of the distinct advertisements matching your queries, ordered by how many times each was aired (see the number below each thumbnail). Click on any thumbnail to view a sample airing of that advertisement.

Advertisements Featuring ""

Advertisements Featuring "All Advertisements"

Times Aired: 531
Times Aired: 515
Times Aired: 500
Times Aired: 452
Times Aired: 421
Times Aired: 412
Times Aired: 412
Times Aired: 382
Times Aired: 371
Times Aired: 357
Times Aired: 354
Times Aired: 307
Times Aired: 294
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Times Aired: 271
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Times Aired: 268
Times Aired: 266
Times Aired: 262
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Times Aired: 248
Times Aired: 246
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Times Aired: 245
Times Aired: 223
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Times Aired: 193
Times Aired: 188
Times Aired: 184
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Times Aired: 178
Times Aired: 165
Times Aired: 159
Times Aired: 157
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Times Aired: 153
Times Aired: 149
Times Aired: 142
Times Aired: 135
Times Aired: 129
Times Aired: 119
Times Aired: 114
Times Aired: 111
Times Aired: 100
Times Aired: 95
Times Aired: 87
Times Aired: 85
Times Aired: 85
Times Aired: 82
Times Aired: 77
Times Aired: 71
Times Aired: 66
Times Aired: 58
Times Aired: 51
Times Aired: 51
Times Aired: 46
Times Aired: 41
Times Aired: 36
Times Aired: 32
Times Aired: 31
Times Aired: 23
Times Aired: 15
Times Aired: 13
Times Aired: 11
Times Aired: 10
Times Aired: 9
Times Aired: 8
Times Aired: 3
Times Aired: 3

Show Listing

The specific television shows that a candidate runs their ads during offers powerful insights into the target demographics being sought by each candidate. The tables below summarize the total number of airings of ads matching your criteria that were run during each television show over the 65 day period. For selected news programming, a preview link is provided to view a sample airing of one of the advertisements that ran during that show.

All Shows Featuring ""


All Shows Featuring "All Advertisements"

1Action News852View
2Good Day Philadelphia651View
4Eyewitness News at 6558View
5Good Morning America443View
6Eyewitness News at 5362View
7NBC 10 News at 5pm331View
8Action News at Ten on PHL17313View
9CBS This Morning306View
10NBC 10 News at 6pm286View
11Eyewitness News at 11269View
12Fox 29 News at 10255View
13NBC 10 News at 11p252View
14Judge Judy234
15Dr. Phil233
16FOX 29 News at Five233View
17NBC 10 News Today at 600a228View
19Good Day Philadelphia at 9218View
20NBC 10 News at 4pm214View
21Action News 600 PM207View
22The Ellen DeGeneres Show205
23Fox 29 Morning News at 6a199View
24Late Show With David Letterman184
25The Tonight Show Starring Jimmy Fallon182
26Live With Kelly and Michael170
27Wheel of Fortune164
28Action News 530 PM156View
29Family Feud150
30The Insider132
31Action News at 4pm132View
33Fox 29 News at 6PM126View
34Talk Philly115
35Access Hollywood114
36NBC 10 News Today at 11a110View
37Rachael Ray107
38Modern Family105
39Entertainment Tonight103
40The Doctors99
41Action News 500 PM91View
42Eyewitness News at 53088View
43Lets Make a Deal83
44Steve Harvey75
45The Dr. Oz Show73
46Judge Mathis70
47The Price Is Right70
48The Late Late Show With Craig Ferguson70
49The Big Bang Theory69
50Jimmy Kimmel Live68
51Fox29 Weekend66
52NBC Nightly News62View
53NBC 10 News Today at 500a58View
54Action News Weekend57View
55The Meredith Vieira Show57
56The Talk55
57The View53
58Eyewitness News at 430am52View
59Despierta America51
60Eyewitness News at 7am49View
61Eyewitness News on the CW Philly48View
62NBC 10 News at 9am48View
63The Young and the Restless46
64Two and a Half Men46
65College Football44
66Late Night With Seth Meyers43
67NBC 10 News Today at 530a42View
68Action News Weekend 7AM42View
69CBS News Sunday Morning40View
70Law Order Special Victims Unit39
71CBS Evening News With Scott Pelley39View
72Como Dice el Dicho39
73Eye Opener38
74NBC 10 News at 6am37View
75Primer Impacto Extra36View
76El Gordo y la Flaca36
77Early Today36View
78NBC 10 News Today at 430a36View
79TMZ Live35
80Eyewitness News at 8am34View
81Days of our Lives33
83Inside Edition31
84Hot Bench29
85The Good Wife29
86NFL Football29
87Fox 29 Morning News at 5a27View
88CBS This Morning Saturday27View
89The Peoples Court27
90Who Wants to Be a Millionaire24
91Dish Nation23
92The Voice23
93CSI Crime Scene Investigation23
94The Queen Latifah Show22
95Blue Bloods21
96Amorcito Corazon21
97ABC World News Tonight With David Muir21View
99NBC 10 News at 7am20View
100The Bold and the Beautiful20
101La Familia P. Luche20
102Inside the Eagles19
103Fox 29 Morning News at 4a19View
104NBC 10 News at 530a19View
105La Rosa de Guadalupe19
106Football Night in America18
107Saturday Night Live18
109NBC 10 News at 10am17View
110Face the Nation17View
111In Depth With Graham Bensinger17
112Hotel Todo Incluido16
113Dancing With the Stars16
114Anger Management15
115La Que No Podia Amar15
116Madam Secretary14
117Daytime Jeopardy14
118Meet the Press14View
119Clasicos de Sabado Gigante14
120The Simpsons14
121The Chew14
122World Series Pregame13
123Election 2014 In Focus13
125FOX News Sunday With Chris Wallace13View
126Inside Story12View
12760 Minutes12View
128Dateline NBC12View
129Eyewitness News at 6am11View
130Shark Tank11
131Animation Domination High-Def11
132Fox Sports Sunday11
133Mike Molly11
134Action News Weekend 6AM10View
135Americas Got Talent10
136Para Volver a Amar10
137The Blacklist10
138Fox 29 Game Day Live10
139Tu Dia Alegre9
14048 Hours9
141Fox29 Sports Show9
142Tras la Verdad9
143La Gata9
144How I Met Your Mother9
145The Wendy Williams Show9
147NCIS Los Angeles8
148NCIS New Orleans8
149Chicago PD8
152Chicago Fire8
153Paid Programming8
154The Better Show7
155Al Punto7
156The Mysteries of Laura7
157Action News 530 AM7View
158The Office7
159Hawaii Five-07
162Primer Impacto6View
163NBC 10 High School Blitz6
164NFL Thursday Night Kickoff6
165The King of Queens6
166Football Night in Philly6
167Noticiero Univision Fin de Semana6View
168Noticiero Univision6View
169Person of Interest6
171Sports Zone6
172Eyewitness News Sunday5View
173Noticiero 65 Edicion Nocturna5View
174Action News at 1130 P5View
175Noticiero Univision Edicion Nocturna5View
176Noticias 655View
177This Week With George Stephanopoulos5View
178The Steve Wilkos Show5
179FOX NFL Sunday5
180Sabado Gigante4
181Motorcycle Racing4
183General Hospital4
184Last Call With Carson Daly4
185How to Get Away With Murder4
186NBC 10 News at 5am4View
187The Amazing Race4
188ABC World News Now4View
189Eagles Game Day Kickoff4
190Hasta el Fin del Mundo4
191El Chavo Animado4
192La Malquerida4
193FOX 29 News Special4View
194On the Money4
195Mi Corazon Es Tuyo4
196Eagles Game Plan4
197Fiesta Mexicana4
198White Collar4
200Countdown to the CMA Awards 15 Songs That Changed Country Music3
201OK TV3
202Inside Edition Weekend3
203The NFL Today3
204Under the Dome3
205ABC World News Tonight3View
206The Biggest Loser3
207FOX29 News at 113View
208Jane the Virgin3
209High School Huddle2
211Sleepy Hollow2
213NBC 10 News2View
214Supreme Justice With Judge Karen Mills2
215The Walking Dead2
216The OT2
217The Secret Lives of Pets With Hoda Kotb2
218Healthy Meals in Minutes2
219Open House2
2222014 Breeders Cup2
223NFL Kickoff 20142
2251st Look2
226FOX MLB Pregame Show2
227La Mission2
228Up to the Minute2View
229Quiero Amarte2
230The Cleveland Show2
231Comics Unleashed With Byron Allen2
232The Middle2
234Once Upon a Time2
235Fox29 Post Game Report2
236CBS Morning News2View
238American Ninja Warrior2
240Americas Court With Judge Ross2
241Eyewitness News Saturday2View
243The Mass2
244Americas Next Top Model1
245Sal y Pimienta1
246Red Band Society1
247MLB Baseball1
248FOX College Football Extra1
249Jerry Springer1
251George to the Rescue1
252Aqui y Ahora1
253Justice for All With Judge Cristina Perez1
2542014 TCS New York City Marathon1
255Bachelor in Paradise1
2582014 U.S. Open Tennis1
259A to Z1
260Q With Jian Ghomeshi1
261WNBA Basketball1
262Philly Pheud1
263Big Brother1
264Breakfast with the Candidates1
266American Dad1
267Under the Lights1
268Republica Deportiva1
271NASCAR Racing1
2722 Broke Girls1
273The McCarthys1
275This Old House1
276King of the Hill1
277For the Love of Music The Story of Nashville1
278Greys Anatomy1
279Celebrity Name Game1
280Made in Hollywood1
282Va Por Ti1
283Fox29 Sports Sunday1
284Programa Pagado1
285The Millers1
286Cougar Town1
287Eagles Game Day Final1
291Family Guy1
292Storm Stories1
293Hells Kitchen1
294To Be Announced1
295Cita con Tu Salud1
296World of X Games1
299Eagles Post Game Show1
300Criminal Minds1
301Beautiful Homes Great Estates1
302Lauren Lakes Paternity Court1
303NFL Postgame1
305Festival Acapulco1
306Americas Funniest Home Videos1
307PHL17s In Focus1

The Philly Political Media Watch Project

See more information about this project.