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 "Tom Corbett + Tom Corbett for Governor" shown to the left of the center line and results for "Tom Corbett + Tom Wolf for Governor" 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 "Tom Corbett + Tom Corbett for Governor"

Times Aired: 382
Times Aired: 95

Advertisements Featuring "Tom Corbett + Tom Wolf for Governor"

Times Aired: 293
Times Aired: 290
Times Aired: 178
Times Aired: 159
Times Aired: 135
Times Aired: 51



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 "Tom Corbett + Tom Corbett for Governor"

RankShowAiringsPreview
1Action News38View
2Today21View
3Eyewitness News at 614View
4NBC 10 News Today at 600a13View
5Good Day Philadelphia12View
6Good Morning America12View
7FOX 29 News at Five11View
8Family Feud11
9NBC 10 News at 6pm11View
10College Football10
11NBC 10 News at 5pm9View
12NBC 10 News at 11p9View
13Late Show With David Letterman9
14Jimmy Kimmel Live8
15The Tonight Show Starring Jimmy Fallon8
16Eyewitness News at 118View
17Access Hollywood8
18Good Day Philadelphia at 98View
19NBC 10 News Today at 11a8View
20Fox 29 News at 108View
21CBS This Morning8View
22Lets Make a Deal7
23Fox 29 News at 6PM7View
24NBC 10 News at 4pm7View
25Modern Family6
26Jeopardy6
27Action News 530 PM6View
28Two and a Half Men6
29Extra6
30Judge Judy6
31The Doctors6
32Live With Kelly and Michael6
33Eyewitness News at 56View
34Action News at 4pm6View
35Steve Harvey6
36NBC 10 News Today at 500a5View
37The Big Bang Theory5
38Action News at Ten on PHL175View
39NFL Football5
40Action News 600 PM5View
41Wheel of Fortune4
42Dr. Phil4
43The Insider4
44Fox 29 Morning News at 6a4View
45The Bold and the Beautiful4
46How I Met Your Mother4
47NBC Nightly News4View
48Talk Philly4
49The Ellen DeGeneres Show4
50The Price Is Right4
51Americas Got Talent3
52Eyewitness News at 5303View
53Judge Mathis3
54Entertainment Tonight3
55Daytime Jeopardy3
56Inside Edition3
57Days of our Lives2
58La Mission2
59Eyewitness News at 7am2View
60The Young and the Restless2
61The Simpsons2
62Who Wants to Be a Millionaire2
63NBC 10 News at 9am2View
64Shark Tank2
65Last Call With Carson Daly2
66CBS News Sunday Morning2View
67Football Night in America2
68The Queen Latifah Show2
69The Secret Lives of Pets With Hoda Kotb1
70Fox29 Sports Show1
71Seinfeld1
72Countdown to the CMA Awards 15 Songs That Changed Country Music1
73NBC 10 News Today at 530a1View
74Blue Bloods1
75Dateline NBC1View
76Reckless1
77Nightline1View
78American Dad1
79Eagles Post Game Show1
80Under the Lights1
81The Voice1
82American Ninja Warrior1
83Action News 500 PM1View
84Extant1
85Bones1
86Sports Zone1
87On the Money1
88NFL Thursday Night Kickoff1
89The Meredith Vieira Show1
90Early Today1View
91TMZ Live1
92Action News at 1130 P1View
93NBC 10 News at 6am1View
94Chicago PD1
951st Look1
96CBS This Morning Saturday1View
97The Biggest Loser1
98Action News Weekend 7AM1View
99NBC 10 News at 7am1View
100The Millers1
101The Middle1
102FOX MLB Pregame Show1
103NBC 10 News at 10am1View
104Scorpion1
10520/201
106CSI Crime Scene Investigation1
107Big Brother1

All Shows Featuring "Tom Corbett + Tom Wolf for Governor"

RankShowAiringsPreview
1Action News69View
2Today59View
3Good Morning America54View
4Good Day Philadelphia50View
5Fox 29 Morning News at 6a41View
6NBC 10 News at 11p33View
7NBC 10 News at 6pm33View
8Fox 29 News at 1032View
9Family Feud31
10Eyewitness News at 1131View
11CBS This Morning30View
12Eyewitness News at 627View
13Modern Family27
14The Tonight Show Starring Jimmy Fallon27
15Eyewitness News at 526View
16Wheel of Fortune25
17Action News 600 PM25View
18Extra24
19Jeopardy23
20Judge Judy22
21Action News at Ten on PHL1722View
22Late Show With David Letterman21
23Dr. Phil20
24The Insider19
25Good Day Philadelphia at 917View
26NBC 10 News at 5pm16View
27Access Hollywood16
28The Ellen DeGeneres Show14
29NBC 10 News Today at 500a12View
30Action News at 4pm11View
31Law Order Special Victims Unit8
32The Voice8
33Entertainment Tonight8
34NBC 10 News at 4pm8View
35Judge Mathis7
36Eyewitness News on the CW Philly7View
37Eyewitness News at 7am7View
38Jimmy Kimmel Live7
39CBS This Morning Saturday7View
40Anger Management6
41NBC 10 News Today at 530a5View
42Action News 530 PM5View
43Dancing With the Stars5
4460 Minutes5View
45In Depth With Graham Bensinger5
46NBC 10 News Today at 430a5View
47Eyewitness News at 5304View
48The Blacklist4
49Eyewitness News at 8am4View
50Fox 29 Morning News at 4a4View
51NBC 10 News at 9am4View
52Early Today4View
53The Good Wife4
54TMZ Live4
55The Price Is Right4
56The Late Late Show With Craig Ferguson4
57NBC 10 News Today at 600a4View
58Seinfeld3
59Animation Domination High-Def3
60The Office3
61NBC 10 High School Blitz3
62Inside the Eagles3
63The Simpsons3
64NBC Nightly News3View
65Fox Sports Sunday3
66Sports Zone3
67Person of Interest3
68Football Night in America3
69Fox29 Sports Show2
70Fox29 Weekend2
71CBS Evening News With Scott Pelley2View
72The Meredith Vieira Show2
73Paid Programming2
74The Peoples Court2
75Lets Make a Deal2
76NBC 10 News2View
77Shark Tank2
78The Doctors2
79NCIS New Orleans2
80Dish Nation2
81White Collar2
82The Biggest Loser2
83Madam Secretary2
84CBS News Sunday Morning2View
85CSI Crime Scene Investigation2
86Inside Edition2
87The Queen Latifah Show2
88Steve Harvey2
89Scandal1
90Americas Got Talent1
91Family Guy1
92Breakfast with the Candidates1
93Eyewitness News Sunday1View
94Blue Bloods1
95Dateline NBC1View
96Eyewitness News at 6am1View
97Open House1
98Action News Weekend1View
99Chasing1
100Fox 29 Morning News at 5a1View
101Late Night With Seth Meyers1
102Fox 29 Game Day Live1
103The Wendy Williams Show1
104Hot Bench1
105Gracepoint1
106Action News at 1130 P1View
107Chicago PD1
108NFL Football1
109NBC 10 News Today at 11a1View
110Football Night in Philly1
111ABC World News Tonight With David Muir1View
112Eagles Game Plan1
113Castle1
114NBC 10 News at 530a1View
115The Better Show1
116NBC 10 News at 10am1View
117PHL17s In Focus1




The Philly Political Media Watch Project

See more information about this project.