Assessing the Impact of Ad Watches on the Strategic Decision-Making Process

Abstract

The percentage of presidential ads containing a misleading statement rose to 52% in 1996, up from 14% in 1992. At the same time, there was a drop both in broadcast and print press coverage of the presidential election, as well as in ad watches. The amount of broadcast coverage of the election was down 55% from 1992. Front-page newspaper campaign coverage was down 45% from 1992, whereas campaign coverage, measured in stories, was down 40% from 1992. Proportionally, broadcast ad watch stories in 1996 dropped by 68%, whereas print ad watches dropped by 20%. This article examines how ads were covered by the media and asks whether the drop in broadcast and print ad watches affected the decisions of political ad makers about creating or continuing to air controversial ads. In addition to a content analysis of print and broadcast ad watches, ad watch journalists and presidential ad consultants were questioned to help determine how ad watches affect the strategic decision-making process.