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 "Philadelphia Federation of Teachers" shown to the left of the center line and results for "House Majority PAC" 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 "Philadelphia Federation of Teachers"

Times Aired: 260

Advertisements Featuring "House Majority PAC"

Times Aired: 268



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 "Philadelphia Federation of Teachers"

RankShowAiringsPreview
1Action News18View
2Good Day Philadelphia16View
3Eyewitness News at 613View
4Good Morning America10View
5Action News at Ten on PHL179View
6Action News 600 PM8View
7NBC 10 News at 11p7View
8The Tonight Show Starring Jimmy Fallon7
9Family Feud7
10Today7View
11Fox 29 Morning News at 6a6View
12Nightline6View
13Eyewitness News at 116View
14CBS This Morning6View
15NBC 10 News at 6pm6View
16NBC 10 News Today at 600a6View
17The Peoples Court5
18Eyewitness News at 55View
19NBC 10 News at 5pm5View
20Wheel of Fortune5
21Dr. Phil4
22Judge Mathis4
23FOX 29 News at Five4View
24Judge Judy4
25NBC 10 News Today at 11a4View
26Late Show With David Letterman4
27Action News 500 PM4View
28Lets Make a Deal4
29NFL Football4
30Fox 29 News at 6PM4View
31Good Day Philadelphia at 93View
32Fox 29 News at 103View
33Action News Weekend3View
34The Queen Latifah Show3
35Jimmy Kimmel Live3
36The Big Bang Theory3
37Eyewitness News at 8am3View
38Face the Nation2View
39Blue Bloods2
40Modern Family2
41Action News Weekend 7AM2View
4260 Minutes2View
43Eyewitness News at 7am2View
44CBS This Morning Saturday2View
45Action News Weekend 6AM2View
46Action News 530 PM2View
47Football Night in America1
48American Ninja Warrior1
49NBC 10 News at 4pm1View
50Dateline NBC1View
51Who Wants to Be a Millionaire1
52Extant1
53The Meredith Vieira Show1
54NFL Kickoff 20141
55Under the Dome1
56Fox29 Sports Show1
57The Secret Lives of Pets With Hoda Kotb1
58NBC 10 News at 6am1View
59CBS News Sunday Morning1View
60Americas Got Talent1
61Bachelor in Paradise1
62The Price Is Right1
63Inside the Eagles1
64College Football1
6520/201
66NFL Thursday Night Kickoff1
67The OT1
68Action News at 1130 P1View
69NBC 10 News Today at 430a1View

All Shows Featuring "House Majority PAC"

RankShowAiringsPreview
1Action News18View
2Eyewitness News at 611View
3Judge Mathis10
4Eyewitness News at 510View
5The Peoples Court8
6Good Day Philadelphia8View
7Today8View
8Mike Molly8
9Family Feud6
10Good Morning America6View
11Fox29 Weekend6
12Hot Bench6
13Fox 29 Morning News at 6a5View
14Fox 29 News at 6PM5View
15Action News 600 PM4View
16Good Day Philadelphia at 94View
17Law Order Special Victims Unit4
18Action News at 4pm4View
19FOX 29 News at Five4View
20Eyewitness News at 114View
21CBS Evening News With Scott Pelley4View
22CBS This Morning4View
23Two and a Half Men4
24NBC 10 News at 5pm4View
25Action News 500 PM4View
26NBC 10 News at 6pm4View
27Fox 29 Morning News at 5a4View
28Modern Family4
29NBC Nightly News4View
30NBC 10 News Today at 600a4View
31The Big Bang Theory4
32Dr. Phil3
33Talk Philly3
34NBC 10 News Today at 11a3View
35NBC 10 News at 11p3View
36Late Show With David Letterman3
37Action News at Ten on PHL173View
38The Price Is Right3
39Jimmy Kimmel Live3
40The King of Queens2
41Jeopardy2
42Daytime Jeopardy2
43NBC 10 News at 4pm2View
44The Tonight Show Starring Jimmy Fallon2
45Action News Weekend2View
46Inside Edition2
47Wheel of Fortune2
48Eyewitness News on the CW Philly2View
49Entertainment Tonight2
50The Young and the Restless2
51The Talk2
52The Doctors2
53FOX NFL Sunday1
54Fox 29 News at 101View
55Bones1
56Eyewitness News at 6am1View
57Chicago Fire1
58Face the Nation1View
59Who Wants to Be a Millionaire1
60Celebrity Name Game1
61Fox 29 Game Day Live1
62The Voice1
63The Walking Dead1
64Blue Bloods1
65Eyewitness News at 5301View
66Countdown to the CMA Awards 15 Songs That Changed Country Music1
67NBC 10 News Today at 530a1View
68Action News 530 AM1View
69NBC 10 News at 6am1View
70CBS News Sunday Morning1View
71Maury1
72Inside the Eagles1
73College Football1
74NCIS New Orleans1
75Action News Weekend 7AM1View
76Anger Management1
77NBC 10 News Today at 500a1View
78TMZ1
79Saturday Night Live1
80Live With Kelly and Michael1
81CBS This Morning Saturday1View
82Eyewitness News at 7am1View
83NFL Football1
84Action News Weekend 6AM1View
85Philly Pheud1
86World Series Pregame1
87Jerry Springer1




The Philly Political Media Watch Project

See more information about this project.