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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.


The Takeaways

  1. “Jobs” was the most-mentioned issue in 2012 advertising by far, not just in the five races but in federal races overall.

  2. 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.

  3. Despite being outspent and out-aired, Democrats’ messaging on jobs proved more effective.

Tell Congress to Create a National Manufacturing Strategy

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