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"The Content and Effect of Political Advertising in U.S. Campaigns" published on by Oxford University Press.

Health issues are increasingly becoming politicized, but little is known about how politicization takes shape in the news and its effect on the public. We analyze the evolution of politicization in news coverage of two health controversies: the uproar over the 2009 mammography screening guidelines and the 2006–2007 debate over mandating the HPV vaccine as a requirement for middle school–aged girls. We then examine the public response to politicization in the HPV case, using original data from a survey-embedded experiment that was linked with news coverage in all fifty states. We find that real-world politicization is associated with decreases in support for HPV vaccine requirements, state immunization programs, and confidence in doctors and in government. In addition, among those less likely to have encountered real-world politicization, we find marginal evidence that exposure to political conflict decreases support for state immunization programs and clear evidence that politicization reduces confidence in doctors. We discuss the implications of these findings and suggest future avenues of research.

AbstractThe volume of televised political advertising plateaued in 2014, as did levels of negativity. Yet the most interesting story about this advertising was the extensive involvement of outside groups, many of which did not disclose their donors. In many of the most competitive Senate races, groups surpassed the parties – and sometimes even the candidates – as the primary sponsors of political advertising. We speculate on what these patterns from 2014 are likely to mean for advertising in 2016.

The authors investigate whether the news media and the tone of actual ads aired during a political campaign influence people's perceptions of campaign ad tone. Using data on the content of political advertising, local television news coverage, and local newspaper coverage in nine races in five midwestern states in 2006, the authors discover that perceptions of ad tone respond to both exposure to advertising and exposure to local news media. Both positive and negative advertising drive tone perceptions, and the impact of ad coverage depends not on its volume or mentions of tone but on whether that coverage is framed strategically or not. Adapted from the source document.

Record amounts of money went to purchase television advertising during the 2012 election cycle, resulting in unprecedented volumes of advertising. This increase was due in part to the ease with which outside groups, such as super PACs, were able to raise and spend advertising dollars in the current, post-Citizens United, regulatory regime. Advertising in 2012 was also extremely negative, especially at the presidential level, and frequently evoked the emotion of anger. Yet whether 2012 marks the high point for spending on advertising -- and whether the negativity will abate in the next presidential election -- remain open questions. Adapted from the source document.

Political advertising offers an important window on American campaigns and elections. We analyze a comprehensive database of political ads aired during the 2010 midterms to shed light on campaign strategies in this history-making election. We find that with the increase in competitive races in 2010, the volume of advertising rose too, as did its negativity. Moreover, we track the issues mentioned by each party, finding that while the parties agreed that employment was the top issue, there was also much divergence in issue priorities, with Republicans taking up some unlikely themes such as health care and "change." The high volume of advertising in 2010 suggests a greater potential for voter learning, but the high levels of ad negativity could have had both positive and negative consequences on the electorate.

The authors investigate whether the news media and the tone of actual ads aired during a political campaign influence people's perceptions of campaign ad tone. Using data on the content of political advertising, local television news coverage, and local newspaper coverage in nine races in five midwestern states in 2006, the authors discover that perceptions of ad tone respond to both exposure to advertising and exposure to local news media. Both positive and negative advertising drive tone perceptions, and the impact of ad coverage depends not on its volume or mentions of tone but on whether that coverage is framed strategically or not.

Political advertising offers an important window on American campaigns and elections. We analyze a comprehensive database of political ads aired during the 2010 midterms to shed light on campaign strategies in this history-making election. We find that with the increase in competitive races in 2010, the volume of advertising rose too, as did its negativity. Moreover, we track the issues mentioned by each party, finding that while the parties agreed that employment was the top issue, there was also much divergence in issue priorities, with Republicans taking up some unlikely themes such as health care and "change." The high volume of advertising in 2010 suggests a greater potential for voter learning, but the high levels of ad negativity could have had both positive and negative consequences on the electorate. Adapted from the source document.