Advertising Watchdogs

Abstract

For years, scholars have been interested in how the media report political campaigns. Until recently, however, few researchers have focused attention on how the media cover televised political ads. In response to the increasing number of ads capturing media and public attention, we conducted a content analysis of 1992 print and broadcast presidential ad watches. The findings offer much support for previous research but point to inconsistencies in neutrality, fairness, and analysis of televised presidential ads. Findings also show a lack of coverage of Clinton in broadcast ad watches and an unsystematic coverage of candidates. We urge journalists to attempt a systematic approach to the study of televised presidential campaign ads.