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TV or Not TV: The Decision to Advertise in House Elections |
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Abstract:
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This paper uses a database of TV advertising during the 1998 and 2000 election cycles to examine the decisions of candidates, parties, and interest groups to air commercials in House elections. Controls for the competitiveness of the race, candidates’’ budgets, and the cost and efficiency of the media market are included. The results show that candidates’’ actions are largely determined by the amount of funds available and the cost of ads. Parties, however, are largely indifferent to costs; instead they (and to a lesser extent groups) effectively concentrate their resources in the same small subset of competitive contests. This pattern suggests that parties may make House elections less competitive by aggressively seeking to target resources to a handful of districts. The paper further explores the allocation decisions of parties and considers different policy responses. |
Most Common Document Word Stems:
parti (109), candid (100), spend (74), tv (59), race (56), market (56), advertis (48), elect (48), campaign (47), media (41), televis (37), 2000 (32), money (31), ad (31), polit (30), 1 (28), cost (27), expenditur (26), may (24), v (23), 2 (23), |
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Association:
Name: American Political Science Association
URL: http://www.apsanet.org
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Citation:
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MLA Citation:
| Krasno, Jonathan. "TV or Not TV: The Decision to Advertise in House Elections" Paper presented at the annual meeting of the American Political Science Association, Marriott Wardman Park, Omni Shoreham, Washington Hilton, Washington, DC, Sep 01, 2005 <Not Available>. 2011-03-14 <http://www.allacademic.com/meta/p41529_index.html> |
APA Citation:
| Krasno, J. S. , 2005-09-01 "TV or Not TV: The Decision to Advertise in House Elections" Paper presented at the annual meeting of the American Political Science Association, Marriott Wardman Park, Omni Shoreham, Washington Hilton, Washington, DC Online <APPLICATION/PDF>. 2011-03-14 from http://www.allacademic.com/meta/p41529_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This paper uses a database of TV advertising during the 1998 and 2000 election cycles to examine the decisions of candidates, parties, and interest groups to air commercials in House elections. Controls for the competitiveness of the race, candidates’’ budgets, and the cost and efficiency of the media market are included. The results show that candidates’’ actions are largely determined by the amount of funds available and the cost of ads. Parties, however, are largely indifferent to costs; instead they (and to a lesser extent groups) effectively concentrate their resources in the same small subset of competitive contests. This pattern suggests that parties may make House elections less competitive by aggressively seeking to target resources to a handful of districts. The paper further explores the allocation decisions of parties and considers different policy responses. |
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| Document Type: |
application/pdf |
| Page count: |
28 |
| Word count: |
7588 |
| Text sample: |
| TV or Not TV: The Decision to Advertise in House Elections Jonathan Krasno Binghamton University Abstract: This paper uses a database of TV advertising during the 1998 and 2000 election cycles to examine the decisions of candidates parties and interest groups to air commercials in House elections. Controls for the competitiveness of the race candidates’’ budgets and the cost and efficiency of the media market are included. The results show that candidates’’ actions are largely determined by the amount |
| Figure One Candidate and party TV spending by election result 12000000 10000000 8000000 TV dollars Candidate spending 6000000 Party spending 4000000 2000000 0 19 23 26 29 32 35 38 41 44 47 50 53 56 59 62 65 68 71 74 77 80 83 86 89 93 Democratic percentage of vote 28 |
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