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TV or Not TV: The Decision to Advertise in House Elections
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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 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. Prepared for delivery at the 2005 annual meeting of the American Political Science Association, Washington, DC, August 31 to September 4.
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| | Authors: Krasno, Jonathan. |
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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 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.
Prepared for delivery at the 2005 annual meeting of the American Political Science
Association, Washington, DC, August 31 to September 4.
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