What’s On TV?
Post-election Analysis: Manufacturing, China, and Outsourcing Dominated 2012 Political TV Ads
One of the most popular images in 2012 political advertising was the American factory. And a close analysis of the political advertising during this presidential election cycle reveals that job security, trade, and our economy relationship with China were among other dominant themes.
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Takeaways
“Jobs” was the most-mentioned issue in 2012 advertising by far, not just in the five races but in federal races overall.
In the presidential race, Democrats spent $57 million in TV advertising attacking Gov. Romney’s former firm, Bain Capital, for its alleged practices of shipping jobs overseas or eliminating them altogether.
Despite being outspent and out-aired, Democrats’ messaging on jobs proved more effective.
Resources
The political ad dataTotal mentions of jobs, trade, and China trade in 2012 political TV ads
2014 Summary of AAM National PollFindings From A National Survey And Focus Groups Of Likely 2014 Voters