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
7Family Feud11
8NBC 10 News at 6pm11View
9FOX 29 News at Five11View
10College Football10
11Late Show With David Letterman9
12NBC 10 News at 5pm9View
13NBC 10 News at 11p9View
14Access Hollywood8
15Jimmy Kimmel Live8
16Fox 29 News at 108View
17CBS This Morning8View
18Eyewitness News at 118View
19The Tonight Show Starring Jimmy Fallon8
20Good Day Philadelphia at 98View
21NBC 10 News Today at 11a8View
22Lets Make a Deal7
23Fox 29 News at 6PM7View
24NBC 10 News at 4pm7View
25The Doctors6
26Action News 530 PM6View
27Modern Family6
28Jeopardy6
29Action News at 4pm6View
30Steve Harvey6
31Extra6
32Judge Judy6
33Eyewitness News at 56View
34Live With Kelly and Michael6
35Two and a Half Men6
36Action News 600 PM5View
37The Big Bang Theory5
38NBC 10 News Today at 500a5View
39Action News at Ten on PHL175View
40NFL Football5
41The Price Is Right4
42The Bold and the Beautiful4
43NBC Nightly News4View
44Fox 29 Morning News at 6a4View
45The Insider4
46How I Met Your Mother4
47Dr. Phil4
48Wheel of Fortune4
49Talk Philly4
50The Ellen DeGeneres Show4
51Daytime Jeopardy3
52Judge Mathis3
53Inside Edition3
54Eyewitness News at 5303View
55Entertainment Tonight3
56Americas Got Talent3
57The Young and the Restless2
58The Simpsons2
59Shark Tank2
60La Mission2
61NBC 10 News at 9am2View
62Last Call With Carson Daly2
63Football Night in America2
64Days of our Lives2
65Who Wants to Be a Millionaire2
66Eyewitness News at 7am2View
67The Queen Latifah Show2
68CBS News Sunday Morning2View
69Nightline1View
70FOX MLB Pregame Show1
71The Meredith Vieira Show1
72Seinfeld1
73NBC 10 News at 6am1View
74Blue Bloods1
7520/201
76Fox29 Sports Show1
77The Middle1
78American Dad1
79NBC 10 News at 7am1View
80Reckless1
81CBS This Morning Saturday1View
82On the Money1
83The Secret Lives of Pets With Hoda Kotb1
84Dateline NBC1View
85NFL Thursday Night Kickoff1
86TMZ Live1
87Sports Zone1
88Eagles Post Game Show1
89Early Today1View
90Under the Lights1
91Action News 500 PM1View
92Big Brother1
93Action News Weekend 7AM1View
94American Ninja Warrior1
95The Millers1
96NBC 10 News Today at 530a1View
97Action News at 1130 P1View
98Bones1
991st Look1
100Scorpion1
101The Voice1
102Countdown to the CMA Awards 15 Songs That Changed Country Music1
103NBC 10 News at 10am1View
104The Biggest Loser1
105Chicago PD1
106CSI Crime Scene Investigation1
107Extant1

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 6pm33View
7NBC 10 News at 11p33View
8Fox 29 News at 1032View
9Eyewitness News at 1131View
10Family Feud31
11CBS This Morning30View
12Modern Family27
13The Tonight Show Starring Jimmy Fallon27
14Eyewitness News at 627View
15Eyewitness News at 526View
16Action News 600 PM25View
17Wheel of Fortune25
18Extra24
19Jeopardy23
20Judge Judy22
21Action News at Ten on PHL1722View
22Late Show With David Letterman21
23Dr. Phil20
24The Insider19
25Good Day Philadelphia at 917View
26Access Hollywood16
27NBC 10 News at 5pm16View
28The Ellen DeGeneres Show14
29NBC 10 News Today at 500a12View
30Action News at 4pm11View
31Entertainment Tonight8
32The Voice8
33Law Order Special Victims Unit8
34NBC 10 News at 4pm8View
35Eyewitness News on the CW Philly7View
36Jimmy Kimmel Live7
37CBS This Morning Saturday7View
38Judge Mathis7
39Eyewitness News at 7am7View
40Anger Management6
41Action News 530 PM5View
42Dancing With the Stars5
43NBC 10 News Today at 430a5View
44In Depth With Graham Bensinger5
4560 Minutes5View
46NBC 10 News Today at 530a5View
47Fox 29 Morning News at 4a4View
48TMZ Live4
49The Late Late Show With Craig Ferguson4
50The Price Is Right4
51Eyewitness News at 8am4View
52The Good Wife4
53NBC 10 News Today at 600a4View
54The Blacklist4
55Early Today4View
56NBC 10 News at 9am4View
57Eyewitness News at 5304View
58Person of Interest3
59The Simpsons3
60Fox Sports Sunday3
61The Office3
62NBC 10 High School Blitz3
63Seinfeld3
64NBC Nightly News3View
65Inside the Eagles3
66Sports Zone3
67Animation Domination High-Def3
68Football Night in America3
69Inside Edition2
70Madam Secretary2
71White Collar2
72CBS Evening News With Scott Pelley2View
73NBC 10 News2View
74Shark Tank2
75The Doctors2
76The Meredith Vieira Show2
77Lets Make a Deal2
78Fox29 Sports Show2
79Dish Nation2
80Paid Programming2
81The Biggest Loser2
82CSI Crime Scene Investigation2
83NCIS New Orleans2
84The Queen Latifah Show2
85CBS News Sunday Morning2View
86Fox29 Weekend2
87Steve Harvey2
88The Peoples Court2
89Dateline NBC1View
90Eyewitness News Sunday1View
91Eagles Game Plan1
92Castle1
93Open House1
94Football Night in Philly1
95The Better Show1
96Breakfast with the Candidates1
97Blue Bloods1
98Fox 29 Morning News at 5a1View
99Chasing1
100Family Guy1
101Eyewitness News at 6am1View
102The Wendy Williams Show1
103Gracepoint1
104Scandal1
105Late Night With Seth Meyers1
106NBC 10 News Today at 11a1View
107Americas Got Talent1
108Chicago PD1
109PHL17s In Focus1
110NBC 10 News at 530a1View
111NFL Football1
112Action News Weekend1View
113NBC 10 News at 10am1View
114ABC World News Tonight With David Muir1View
115Hot Bench1
116Fox 29 Game Day Live1
117Action News at 1130 P1View




The Philly Political Media Watch Project

See more information about this project.