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 "won" shown to the left of the center line and results for "lost" 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 "won"

Times Aired: 531
Times Aired: 515
Times Aired: 452
Times Aired: 421
Times Aired: 371
Times Aired: 307
Times Aired: 291
Times Aired: 271
Times Aired: 270
Times Aired: 268
Times Aired: 266
Times Aired: 262
Times Aired: 248
Times Aired: 223
Times Aired: 221
Times Aired: 220
Times Aired: 193
Times Aired: 184
Times Aired: 181
Times Aired: 179
Times Aired: 165
Times Aired: 157
Times Aired: 154
Times Aired: 149
Times Aired: 142
Times Aired: 129
Times Aired: 119
Times Aired: 114
Times Aired: 111
Times Aired: 87
Times Aired: 85
Times Aired: 82
Times Aired: 77
Times Aired: 71
Times Aired: 66
Times Aired: 58
Times Aired: 51
Times Aired: 46
Times Aired: 41
Times Aired: 31
Times Aired: 23
Times Aired: 15
Times Aired: 13
Times Aired: 11
Times Aired: 9
Times Aired: 8

Advertisements Featuring "lost"

Times Aired: 500
Times Aired: 412
Times Aired: 412
Times Aired: 382
Times Aired: 357
Times Aired: 354
Times Aired: 294
Times Aired: 293
Times Aired: 290
Times Aired: 268
Times Aired: 260
Times Aired: 246
Times Aired: 246
Times Aired: 188
Times Aired: 178
Times Aired: 159
Times Aired: 153
Times Aired: 135
Times Aired: 95
Times Aired: 85
Times Aired: 51
Times Aired: 32

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 "won"

1Action News529View
2Good Day Philadelphia399View
4Eyewitness News at 6328View
5Good Morning America251View
6Eyewitness News at 5211View
7NBC 10 News at 5pm190View
8Fox 29 News at 10179View
9CBS This Morning168View
10Eyewitness News at 11164View
11Action News at Ten on PHL17162View
12NBC 10 News at 6pm157View
13NBC 10 News at 4pm147View
14Good Day Philadelphia at 9145View
15NBC 10 News at 11p144View
16Judge Judy137
17FOX 29 News at Five135View
19NBC 10 News Today at 600a121View
20Dr. Phil119
21Late Show With David Letterman114
22The Ellen DeGeneres Show113
23Action News 600 PM111View
24Live With Kelly and Michael99
25Wheel of Fortune97
26Action News 530 PM96View
27The Tonight Show Starring Jimmy Fallon94
28The Insider89
29Fox 29 Morning News at 6a89View
30Talk Philly86
31Action News at 4pm83View
32Family Feud82
33Entertainment Tonight76
35Rachael Ray65
36The Doctors65
37Access Hollywood65
38NBC 10 News Today at 11a64View
39Action News 500 PM63View
40Eyewitness News at 53059View
41Fox 29 News at 6PM58View
42Fox29 Weekend57
43Lets Make a Deal56
44Modern Family56
45Jimmy Kimmel Live50
46Judge Mathis49
47Steve Harvey48
48The Late Late Show With Craig Ferguson48
49The Price Is Right45
50Action News Weekend42View
51The Big Bang Theory41
52The Young and the Restless39
53NBC Nightly News36View
54Eyewitness News at 430am36View
55Eye Opener34
56The Talk33
57NBC 10 News Today at 500a29View
58The Meredith Vieira Show29
59The View28
60Two and a Half Men27
61Action News Weekend 7AM27View
62CBS News Sunday Morning27View
63NBC 10 News Today at 530a26View
64NBC 10 News at 9am26View
65CBS Evening News With Scott Pelley25View
66Eyewitness News at 7am25View
67Late Night With Seth Meyers25
68Early Today25View
69College Football24
70Law Order Special Victims Unit24
71NBC 10 News Today at 430a24View
72Eyewitness News on the CW Philly23View
74The Good Wife22
75Hot Bench22
76The Peoples Court20
77NBC 10 News at 6am20View
78Eyewitness News at 8am19View
79The Dr. Oz Show19
80Days of our Lives18
81Fox 29 Morning News at 5a18View
82TMZ Live17
84Inside the Eagles15
85Inside Edition15
86Who Wants to Be a Millionaire15
87CSI Crime Scene Investigation15
88Blue Bloods12
89Fox 29 Morning News at 4a12View
90The Bold and the Beautiful12
91Dish Nation12
92Despierta America12
93CBS This Morning Saturday12View
94Mike Molly11
95Saturday Night Live11
96The Voice11
97NBC 10 News at 530a10View
98Election 2014 In Focus10
99NBC 10 News at 10am10View
100Inside Story10View
101World Series Pregame10
102NFL Football9
103Dancing With the Stars9
104In Depth With Graham Bensinger9
105Face the Nation9View
106NBC 10 News at 7am9View
107Anger Management9
108The Wendy Williams Show8
110ABC World News Tonight With David Muir8View
112Daytime Jeopardy8
113Animation Domination High-Def8
11448 Hours8
115NCIS Los Angeles7
116Madam Secretary7
117The Chew7
118Shark Tank6
119The Better Show6
120NCIS New Orleans6
121The King of Queens6
122Action News Weekend 6AM6View
124Fox 29 Game Day Live6
125FOX News Sunday With Chris Wallace6View
126The Simpsons6
127Action News 530 AM6View
128Dateline NBC6View
129Noticias 655View
130Paid Programming5
131Chicago PD5
132The Queen Latifah Show5
133The Blacklist5
134Chicago Fire5
135Football Night in America5
137Noticiero Univision5View
138Primer Impacto5View
140Eyewitness News at 6am5View
141Americas Got Talent5
143Noticiero 65 Edicion Nocturna5View
144The Mysteries of Laura4
145How to Get Away With Murder4
146Football Night in Philly4
147FOX NFL Sunday4
148Hawaii Five-04
149The Office4
150Fox Sports Sunday4
151ABC World News Now4View
153Fox29 Sports Show4
155The NFL Today3
156Motorcycle Racing3
157OK TV3
158How I Met Your Mother3
159Meet the Press3View
160The Amazing Race3
161General Hospital3
162Jane the Virgin3
163La Gata3
164NBC 10 News at 5am3View
16560 Minutes3View
166ABC World News Tonight3View
167FOX29 News at 112View
168Como Dice el Dicho2
169White Collar2
170Action News at 1130 P2View
172The Mass2
173High School Huddle2
174Sports Zone2
175FOX 29 News Special2View
176Countdown to the CMA Awards 15 Songs That Changed Country Music2
178Healthy Meals in Minutes2
179Americas Court With Judge Ross2
180Supreme Justice With Judge Karen Mills2
182Under the Dome2
184Eyewitness News Saturday2View
185Eagles Game Plan2
186Fox29 Post Game Report2
187Eyewitness News Sunday2View
189Person of Interest2
190This Week With George Stephanopoulos2View
194Cougar Town1
196Jerry Springer1
197Eagles Game Day Final1
199Sleepy Hollow1
200Fox29 Sports Sunday1
2012 Broke Girls1
202Eagles Game Day Kickoff1
203NFL Kickoff 20141
204FOX College Football Extra1
205For the Love of Music The Story of Nashville1
206World of X Games1
207NBC 10 High School Blitz1
208This Old House1
209The Walking Dead1
210Justice for All With Judge Cristina Perez1
211Open House1
212MLB Baseball1
2132014 U.S. Open Tennis1
214WNBA Basketball1
216FOX MLB Pregame Show1
217Quiero Amarte1
218On the Money1
220NFL Thursday Night Kickoff1
221Criminal Minds1
222Last Call With Carson Daly1
223To Be Announced1
224Hells Kitchen1
225Red Band Society1
227Storm Stories1
228Lauren Lakes Paternity Court1
229Comics Unleashed With Byron Allen1
230La Malquerida1
231Greys Anatomy1
232Americas Next Top Model1
233Celebrity Name Game1
234Philly Pheud1
235The Middle1

All Shows Featuring "lost"

1Action News323View
3Good Day Philadelphia252View
4Eyewitness News at 6230View
5Good Morning America192View
6Action News at Ten on PHL17151View
7Eyewitness News at 5146View
8NBC 10 News at 5pm141View
9CBS This Morning138View
10NBC 10 News at 6pm129View
11Dr. Phil112
12Fox 29 Morning News at 6a110View
13NBC 10 News at 11p108View
14NBC 10 News Today at 600a107View
15Eyewitness News at 11101View
16FOX 29 News at Five98View
17Judge Judy97
18Action News 600 PM96View
19The Ellen DeGeneres Show92
21The Tonight Show Starring Jimmy Fallon88
22Fox 29 News at 1076View
23Good Day Philadelphia at 973View
24Live With Kelly and Michael71
25Late Show With David Letterman70
26Family Feud68
27Fox 29 News at 6PM68View
28Wheel of Fortune67
29NBC 10 News at 4pm67View
30Action News 530 PM60View
32The Dr. Oz Show54
33Action News at 4pm49View
34Modern Family49
35Access Hollywood49
36NBC 10 News Today at 11a46View
37Rachael Ray42
38The Insider41
39The Doctors34
40Eyewitness News at 53029View
41Talk Philly29
42NBC 10 News Today at 500a29View
43The Big Bang Theory28
44Action News 500 PM28View
45The Meredith Vieira Show28
46Lets Make a Deal27
47Steve Harvey27
48Entertainment Tonight27
49NBC Nightly News26View
50The Price Is Right25
51Eyewitness News on the CW Philly25View
52The View25
53Eyewitness News at 7am24View
54The Talk22
55NBC 10 News at 9am22View
56Judge Mathis21
57NFL Football20
58College Football20
59Two and a Half Men19
60The Late Late Show With Craig Ferguson19
61Late Night With Seth Meyers18
62Jimmy Kimmel Live18
63TMZ Live18
64NBC 10 News at 6am17View
65NBC 10 News Today at 530a16View
66Inside Edition16
67Eyewitness News at 8am15View
68Law Order Special Victims Unit15
69Days of our Lives15
70Action News Weekend15View
71The Queen Latifah Show15
72Action News Weekend 7AM15View
73CBS This Morning Saturday15View
75CBS Evening News With Scott Pelley14View
76ABC World News Tonight With David Muir13View
77Football Night in America13
78CBS News Sunday Morning13View
79NBC 10 News Today at 430a12View
80The Voice12
81Early Today11View
82NBC 10 News at 7am11View
84Dish Nation11
85Eyewitness News at 430am10View
86Blue Bloods9
87Fox29 Weekend9
88NBC 10 News at 530a9View
89Who Wants to Be a Millionaire9
90Fox 29 Morning News at 5a9View
9160 Minutes9View
92In Depth With Graham Bensinger8
93The Simpsons8
94The Bold and the Beautiful8
95CSI Crime Scene Investigation8
96Madam Secretary7
97The Peoples Court7
98Fox 29 Morning News at 4a7View
99Dancing With the Stars7
100The Chew7
101Saturday Night Live7
102NBC 10 News at 10am7View
103Fox Sports Sunday7
104The Young and the Restless7
105Hot Bench7
106The Good Wife7
107Face the Nation6View
108Daytime Jeopardy6
109Eyewitness News at 6am6View
110Dateline NBC6View
111Anger Management6
113The Steve Wilkos Show5
114NBC 10 High School Blitz5
115Shark Tank5
116The Blacklist5
117Fox29 Sports Show5
118NFL Thursday Night Kickoff5
119Americas Got Talent5
120How I Met Your Mother4
121Sports Zone4
122Eye Opener4
123Inside the Eagles4
124Fox 29 Game Day Live4
125Action News Weekend 6AM4View
126Person of Interest4
128Eagles Game Day Kickoff3
129Paid Programming3
130Hawaii Five-03
132The Mysteries of Laura3
133Action News at 1130 P3View
134Election 2014 In Focus3
135Meet the Press3View
136The Office3
137Inside Edition Weekend3
138Chicago PD3
139FOX News Sunday With Chris Wallace3View
140Animation Domination High-Def3
141Chicago Fire3
142On the Money3
143The Biggest Loser3
144Last Call With Carson Daly3
145World Series Pregame3
146Eyewitness News Sunday3View
1481st Look2
149NBC 10 News2View
150White Collar2
151Football Night in Philly2
152NCIS New Orleans2
153FOX 29 News Special2View
154Once Upon a Time2
156Eagles Game Plan2
158The OT2
160The Secret Lives of Pets With Hoda Kotb2
161CBS Morning News2View
162La Mission2
163Inside Story2View
164American Ninja Warrior2
1652014 Breeders Cup2
166Sleepy Hollow1
167NFL Kickoff 20141
168FOX NFL Sunday1
169PHL17s In Focus1
170The Walking Dead1
171The Better Show1
172FOX29 News at 111View
173Family Guy1
174Motorcycle Racing1
175The Wendy Williams Show1
176George to the Rescue1
178NCIS Los Angeles1
179FOX MLB Pregame Show1
182American Dad1
183Under the Lights1
185The Amazing Race1
187NASCAR Racing1
188Open House1
1892014 TCS New York City Marathon1
190Bachelor in Paradise1
191Countdown to the CMA Awards 15 Songs That Changed Country Music1
192The McCarthys1
193General Hospital1
194Under the Dome1
195The Millers1
197NFL Postgame1
199Americas Funniest Home Videos1
200Comics Unleashed With Byron Allen1
20148 Hours1
203NBC 10 News at 5am1View
204Breakfast with the Candidates1
205This Week With George Stephanopoulos1View
206Eagles Post Game Show1
207The Middle1
209Big Brother1
210A to Z1
212Action News 530 AM1View

The Philly Political Media Watch Project

See more information about this project.