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Primary Campaign Radio Ads University of Missouri-Columbia Studies Primary Radio Spots Radio spots are an important means for candidates to reach voters who may not be exposed to other form of campaign messages, such as debates, talks shows. Given the cost of television advertising, radio spots can help stretch tight campaign budgets. The study included 23 radio spots from six candidates: Wesley Clark, Howard Dean, John Kerry, Dennis Kucinich, Joe Lieberman, and Al Sharpton. Candidates most frequently are positive in radio ads: 86% of the statements were self-praise, 14% were attacks while there were no defenses. Dean had the highest percentage of attacks; about one-third of his radio spot statements were attacks. Two candidates, Kerry and Kucinich, had no attacks in the radio ads in this study. The tone of 2004 radio ads is at the same level observed in 2000 radio commercials. It is somewhat more positive than the candidates TV spots this year (78% positive statements, 22% attacks). The idea that candidate ads are mainly negative is a myth, perhaps encouraged by a tendency for journalists, pundits, and candidates alike to focus on negative spots when they discuss advertising. These candidates discussed both policy (issues) and character, with a slight emphasis on character (52%, 48% policy). The only candidate with a substantial emphasis on policy was Dean, who talked policy in 61% of his radio spot statements. In 2000, Democratic radio ads discussed policy a bit more than character (53% to 47%). 2004 TV spots focus more on policy, with six out of every ten statements concerning policy or issues. It is critical to know who is the target of attack in the ads. Surely it makes a difference whether Dean, for example, attacks Republican President Bush or fellow Democrat John Kerry. In 2004 radio spots President Bush was the primary target of attack with candidates devoting 53% of their statements to him, 27% of the statements to attacks against other Democrats and another 20% of the attacks were against the establishment (Republican and Democrat) generally. In the 2000 primary, most attacks again were directed toward the other party. 2004 TV spots show the same pattern (60% attacks on Bush; 23% on fellow-Democrats). All of these attacks on President Bush have not gone unnoticed, as he felt compelled to appear on Meet the Press to defend his record. Contact:
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2004 Primary View Primary Ads
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| Home | Primary Campaign | Nominating Conventions | General Campaign | News Coverage of Campaigns | 2008 Presidential Campaign | copyright © 2004 The Curators
of the University of Missouri This Web site is made possible through the support of Contact the Web editor: William Benoit |
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