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
7The Tonight Show Starring Jimmy Fallon7
8Family Feud7
9NBC 10 News at 11p7View
10Today7View
11Nightline6View
12Fox 29 Morning News at 6a6View
13Eyewitness News at 116View
14CBS This Morning6View
15NBC 10 News Today at 600a6View
16NBC 10 News at 6pm6View
17Wheel of Fortune5
18NBC 10 News at 5pm5View
19The Peoples Court5
20Eyewitness News at 55View
21Dr. Phil4
22FOX 29 News at Five4View
23Judge Mathis4
24Action News 500 PM4View
25Lets Make a Deal4
26Judge Judy4
27Late Show With David Letterman4
28NFL Football4
29NBC 10 News Today at 11a4View
30Fox 29 News at 6PM4View
31Action News Weekend3View
32Jimmy Kimmel Live3
33Eyewitness News at 8am3View
34Good Day Philadelphia at 93View
35The Big Bang Theory3
36Fox 29 News at 103View
37The Queen Latifah Show3
38Modern Family2
39Blue Bloods2
40Eyewitness News at 7am2View
41Face the Nation2View
42Action News 530 PM2View
4360 Minutes2View
44Action News Weekend 6AM2View
45CBS This Morning Saturday2View
46Action News Weekend 7AM2View
47The Secret Lives of Pets With Hoda Kotb1
48Fox29 Sports Show1
49Americas Got Talent1
50Dateline NBC1View
51Inside the Eagles1
52American Ninja Warrior1
53Who Wants to Be a Millionaire1
54Extant1
55NFL Thursday Night Kickoff1
56The Meredith Vieira Show1
57NFL Kickoff 20141
58Under the Dome1
59Bachelor in Paradise1
60Action News at 1130 P1View
61The Price Is Right1
62NBC 10 News at 6am1View
63NBC 10 News at 4pm1View
64College Football1
65CBS News Sunday Morning1View
6620/201
67The OT1
68Football Night in America1
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
5Good Day Philadelphia8View
6The Peoples Court8
7Today8View
8Mike Molly8
9Fox29 Weekend6
10Family Feud6
11Good Morning America6View
12Hot Bench6
13Fox 29 Morning News at 6a5View
14Fox 29 News at 6PM5View
15Law Order Special Victims Unit4
16Modern Family4
17FOX 29 News at Five4View
18CBS Evening News With Scott Pelley4View
19Action News 500 PM4View
20NBC Nightly News4View
21NBC 10 News at 5pm4View
22Eyewitness News at 114View
23Fox 29 Morning News at 5a4View
24Two and a Half Men4
25Good Day Philadelphia at 94View
26The Big Bang Theory4
27Action News 600 PM4View
28Action News at 4pm4View
29NBC 10 News Today at 600a4View
30CBS This Morning4View
31NBC 10 News at 6pm4View
32Dr. Phil3
33Jimmy Kimmel Live3
34NBC 10 News at 11p3View
35Talk Philly3
36Late Show With David Letterman3
37The Price Is Right3
38Action News at Ten on PHL173View
39NBC 10 News Today at 11a3View
40The Talk2
41Wheel of Fortune2
42Jeopardy2
43Action News Weekend2View
44Eyewitness News on the CW Philly2View
45The Young and the Restless2
46The Tonight Show Starring Jimmy Fallon2
47Entertainment Tonight2
48The Doctors2
49NBC 10 News at 4pm2View
50The King of Queens2
51Daytime Jeopardy2
52Inside Edition2
53FOX NFL Sunday1
54Countdown to the CMA Awards 15 Songs That Changed Country Music1
55NBC 10 News Today at 530a1View
56Blue Bloods1
57Eyewitness News at 5301View
58Eyewitness News at 6am1View
59Maury1
60Jerry Springer1
61Eyewitness News at 7am1View
62NBC 10 News Today at 500a1View
63The Voice1
64Face the Nation1View
65Inside the Eagles1
66Who Wants to Be a Millionaire1
67Bones1
68World Series Pregame1
69Fox 29 Game Day Live1
70Celebrity Name Game1
71Anger Management1
72Action News Weekend 6AM1View
73Chicago Fire1
74Action News 530 AM1View
75NBC 10 News at 6am1View
76NCIS New Orleans1
77NFL Football1
78CBS This Morning Saturday1View
79TMZ1
80Action News Weekend 7AM1View
81Live With Kelly and Michael1
82College Football1
83CBS News Sunday Morning1View
84Fox 29 News at 101View
85The Walking Dead1
86Saturday Night Live1
87Philly Pheud1




The Philly Political Media Watch Project

See more information about this project.