Buying Reality: Political Ads, Money, and Local Television News by Danilo Yanich

Author:Danilo Yanich [Yanich, Danilo]
Language: eng
Format: epub
Tags: Political Science, Political Process, Campaigns & Elections, Media & Internet, Social Science, Media Studies
ISBN: 9780823288960
Google: VBi6zAEACAAJ
Barnesnoble:
Goodreads: 49350329
Publisher: Fordham University Press
Published: 2020-04-07T00:00:00+00:00

Figure 6.3. Ratio of number of ads (top) and time (bottom) for presidential to down-ballot stories, ads to political stories, and ads to issues stories in Raleigh.

The median duration of political stories in Raleigh across all stations was 34 seconds, almost the same as the 30 seconds for political ads. However, that duration for issue stories was 89 seconds—virtually three times the duration of the ads. The ratios reflect the stations’ activity.

WNCN still had the highest ratio of the time spent on presidential stories compared to the DB races, 8:1 (fig. 6.3). Again, reflecting the nonexistent DB stories on WRAZ, that ratio is zero. However, the station spent 470 seconds on those presidential stories. You could argue that was not a lot of time over the sixty-four-day period, but that is my point. On the broadcasts that I examined, WRAZ used only about 8 minutes to present political stories. Even then, it paid no attention to the DB races.

The imbalance was more pronounced when it came to the comparison of political ads to issue stories, which had a median duration of 130 seconds. For the stations that did present issue stories, the ratios were wide. For WNCN it was 23:1; WRAL came in at 12:1. WLFL, like WRAZ, did not present any issue stories.

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