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Research

Detailed looks at the economic and policy issues affecting U.S. manufacturing.

What’s On TV?

Post-election Analysis: Manufacturing, China, and Outsourcing Dominated 2012 Political TV Ads
Tuesday, November 13, 2012

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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.

Learn more here
What’s On TV?

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

Tell Congress to Create a National Manufacturing Strategy

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The Facts

Jobs dominated the political discussion in 2012.

3X

How many more mentions of 'jobs' in political TV ads were there in 2012 than in 2008?

More

CN (China)

What was the featured topic of the majority of trade-related political TV advertising?

More

$589 million

How much money was spent on jobs-related political ads in the presidential contest?

More

How many more mentions of 'jobs' in political TV ads were there in 2012 than in 2008?

3X

Learn  More

What was the featured topic of the majority of trade-related political TV advertising?

CN (China)

Learn  More

How much money was spent on jobs-related political ads in the presidential contest?

$589 million

Learn  More

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President Obama promised vociferously from the 2012 campaign stump to help create 1 million new U.S. manufacturing jobs by the end of his second term. How's he doing?

"We can create a million new manufacturing jobs in the next four years."

–President Obama, September 21, 2012

Image - President Obama promised vociferously from the 2012 campaign stump to help create 1 million new U.S. manufacturing jobs by the end of his second term. How's he doing?
Image - President Obama promised vociferously from the 2012 campaign stump to help create 1 million new U.S. manufacturing jobs by the end of his second term. How's he doing?

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