Abstract

http://ssrn.com/abstract=2108108
 
 

References (36)



 
 

Citations (1)



 


 



Digital Fingerprints: A New Method for Measuring Political Advertising


Simon Jackman


Stanford University - Department of Political Science

Michael J. LaCour


University of California, Los Angeles (UCLA)

Jeffrey B. Lewis


University of California, Los Angeles

Lynn Vavreck


University of California, Los Angeles (UCLA) - Department of Political Science

March 29, 2013

APSA 2012 Annual Meeting Paper

Abstract:     
We leverage individual level media exposure data, providing second-by-second records of viewers television and advertising exposure, to better understand how candidates send political messages to the public and how the public receives those messages. Panelists were provided smartphones equipped with audio recognition software that digitally logged all of their television exposure over the course of the 2006 midterm campaign. These data enable an analysis of not only who watches political advertisements, but also what types of people “turn-off” ads and what types of ads are avoided. Contrary to conventional wisdom, results indicate that politically engaged citizens are the least likely to encounter political advertisements, while those who pay little attention to politics are the most likely to encounter political advertisements. We find little evidence to suggest that viewers are “turning off” (fast forwarding, muting or changing the channel) political ads representing a partisan view conflicting with their own.

Number of Pages in PDF File: 27

working papers series


Download This Paper

Date posted: July 15, 2012 ; Last revised: July 4, 2014

Suggested Citation

Jackman, Simon and LaCour, Michael J. and Lewis, Jeffrey B. and Vavreck, Lynn, Digital Fingerprints: A New Method for Measuring Political Advertising (March 29, 2013). APSA 2012 Annual Meeting Paper. Available at SSRN: http://ssrn.com/abstract=2108108

Contact Information

Simon Jackman
Stanford University - Department of Political Science ( email )
Stanford, CA 94305
United States
650-387-3019 (Phone)
Michael J. LaCour (Contact Author)
University of California, Los Angeles (UCLA) ( email )
405 Hilgard Avenue
Box 951361
Los Angeles, CA 90095
United States
HOME PAGE: http://www.mikelacour.com
Jeffrey B. Lewis
University of California, Los Angeles ( email )
405 Hilgard Avenue
Box 951361
Los Angeles, CA 90095-1361
United States
Lynn Vavreck
University of California, Los Angeles (UCLA) - Department of Political Science ( email )
405 Hilgard Ave.
Bunche Hall, Room 4289
Los Angeles, CA 90095-1472
United States
310-825-4855 (Phone)
Feedback to SSRN


Paper statistics
Abstract Views: 684
Downloads: 128
Download Rank: 129,613
References:  36
Citations:  1

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo7 in 0.265 seconds