Hillygus - Wisonsin Ads Data (doi:10.7910/DVN/PAQMDC)

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Part 1: Document Description
Part 2: Study Description
Part 3: Data Files Description
Part 4: Variable Description
Part 5: Other Study-Related Materials
Entire Codebook

Document Description

Citation

Title:

Hillygus - Wisonsin Ads Data

Identification Number:

doi:10.7910/DVN/PAQMDC

Distributor:

Harvard Dataverse

Date of Distribution:

2007-12-20

Version:

1

Bibliographic Citation:

2007, "Hillygus - Wisonsin Ads Data", https://doi.org/10.7910/DVN/PAQMDC, Harvard Dataverse, V1, UNF:3:R6xkGjoboQjpGM4CTemNBg== [fileUNF]

Study Description

Citation

Title:

Hillygus - Wisonsin Ads Data

Identification Number:

doi:10.7910/DVN/PAQMDC

Authoring Entity:

N/A

Distributor:

Harvard Dataverse

Date of Deposit:

2007-12-13

Holdings Information:

https://doi.org/10.7910/DVN/PAQMDC

Study Scope

Abstract:

N/A

Methodology and Processing

Sources Statement

Data Access

Notes:

<a href="http://creativecommons.org/publicdomain/zero/1.0">CC0 1.0</a>

Other Study Description Materials

File Description--f683257

File: Political Advertising in 2000.tab

  • Number of cases: 429775

  • No. of variables per record: 49

  • Type of File: text/tab-separated-values

Notes:

UNF:3:K6PT2ibXfPsDUVAKI+O0XQ==

File Description--f685273

File: senate_only.tab

  • Number of cases: 319044

  • No. of variables per record: 108

  • Type of File: text/tab-separated-values

Notes:

UNF:3:KYTIUStVZ4/L1jWJ1IVTWg==

Advertising Data for U.S. Senate Elections 2003-2004

Variable Description

List of Variables:
  • CUSTITLE - Title of Ad
  • LEN - Length of Ad
  • DAYPART - Day Part
  • MARKETLO - Market
  • STNCALLS - Station Call Letters
  • AFFIL - Station Affiliation
  • SPTIME - Time of Ad Airing
  • COST - Estimated Cost of Ad
  • SHOWNAME - Name of Show
  • SPOTDATE - Date of Ad Airing
  • SPONSOR - Sponsor of Ad
  • OFFICE - Office
  • ADCODE - Ad Identifier
  • STATCODE - State
  • STATDIST - State and District
  • Q3 - Race Number
  • Q4 - General or Primary
  • Q5 - Party of Candidate
  • Q6 - Incumbency Status
  • Q7 - Action Dummy
  • Q8 - Action
  • Q9 - Bill Number Mention
  • Q10 - Phone and Address
  • Q11 - Purpose of Ad
  • Q12 - Favored Candidate Mention
  • Q13 - Candidate's Opponent Mention
  • Q14 - Ad Tone
  • Q15 - Candidate Appearance
  • Q16 - Office Mention
  • Q17 - Opponent's Commercial Mention
  • Q18 - Candidate Adjectives1
  • Q19 - Candidate Adjectives2
  • Q20 - Opponent Adjectives1
  • Q21 - Opponent Adjectives2
  • Q22 - Party Mention
  • Q23 - Face Distortion
  • Q24 - Humor
  • Q25 - Newspaper
  • Q26 - Supporting Sources
  • Q27 - Primary Focus of Ad
  • Q28 - Celebrity
  • Q29 - Spanish
  • Q30 - Minority Target
  • Q31 - Racial Diversity
  • Q32 - Campaign Themes1
  • Q33 - Campaign Themes2
  • Q34 - Campaign Themes3
  • Q35 - Campaign Themes4
  • ADSPNSR
  • adcode - unique id number for each creative
  • creative - creativename
  • market - media market
  • spotleng - length of spot (seconds)
  • station - station spot aired on
  • affiliat - affiliate
  • date - date of airing
  • airtime - time of airing
  • est_cost - estimated cost of airing (dollars)
  • programn - program name
  • fips - fips code
  • statdist - unique race number (state followed by district number)
  • cand_id - candidate name (state/surname_firstname)
  • party - party of favored candidate
  • office - office at stake
  • sponsor - sponsor of spot
  • group_na - group name
  • epfb_yn - does the ad say who paid for it?
  • epfb_id - specifically what is the wording of the acknowledgement of sponsorship?
  • eacn_yn - does the ad direct the viewer to take any action (as opposed to merely providing
  • eacn_typ - what is the action?
  • emag_wrd - does the ad mention any of the following specific words or phrases: vote for, el
  • emgwrd90 - specify any other variation or synonym of the above words or phrases
  • ephone - does it provide a phone number?
  • email_ad - does it provide a mailing address?
  • ewebsite - does it provide a website address?
  • eapprove - where does the candidate's oral approval of the spot appear? (federal races only
  • ap_elab - is there an explanation or elaboration for the candidate's approval of the messa
  • ap_elab90 - specify elaboration of candidate's approval of the message
  • ap_vid - if video of ad is available: does the candidate physically appear on screen and
  • efc_mntn - is the favored candidate mentioned in the ad?
  • efc_aper - does the favored candidate appear on screen narrating his or her ad?
  • eop_mntn - is the favored candidate's opponent mentioned in the ad?
  • ead_tone - in your judgment, is the primary purpose of the ad to promote a specific candida
  • ecnt_prp - if the ad is a contrast ad, what proportion of the ad promotes (as opposed to at
  • ecnt_fin - if the ad is a contrast ad, does it finish by promoting a candidate or attacking
  • eneg_who - if the ad is a negative or contrast ad, who is being attacked or who is the favo
  • eoff_mnt - is the office at stake mentioned in the ad?
  • efc_adj1 - favored candidate adjective 1
  • efc_adj2 - favored candidate adjective 2
  • efc_adj3 - favored candidate adjective 3
  • efcadj90 - favored candidate adjective - other
  • eop_adj1 - opposing candidate adjective 1
  • eop_adj2 - opposing candidate adjective 2
  • eop_adj3 - opposing candidate adjective 3
  • eopadj90 - opposing candidate adjective - other
  • eprty_mn - does the ad mention the party label (i.e., democrat or republican) of the favore
  • ehumor - is the ad funny or intended to be humorous?
  • esup_src - does the ad cite supporting sources (including footnotes) to bolster various cla
  • eop_ad - is an opponent's commercial mentioned or shown on screen?
  • erebut - does the ad refute any specific claims made about the favored candidate by an op
  • enegment - does the ad mention negative or dirty campaigning by opponents?
  • eper_ply - in your judgment, is the primary focus of this ad the personal characteristics o
  • elang - what is the primary language of the ad?
  • eflag - does an american flag appear in the ad?
  • esept11 - is there an explicit mention of september 11th or the attack on the world trade
  • eterror - is there an explicit mention of terrorism or terrorists?
  • eprsment - is george w. bush mentioned or pictured in the ad?
  • ekrrymnt - is john kerry mentioned or pictured in the ad?
  • ecf_yn - is there a central figure, who would receive top billing if the actors were cred
  • ecf_id - if yes, who is the central figure?
  • ecfwthfc - does the favored candidate appear with this person?
  • ecf_age - in terms of life cycle, how old is the central figure?
  • ecf_race - what is the race/ethnicity of this person?
  • ecfcred - what is the main basis of credibility of the central figure in the ad?
  • ecfcrd90 - other, not listed, source of credibility
  • eactor1 - actor 1
  • eactor2 - actor 2
  • eactor3 - actor 3
  • eactor90 - other, not listed, actor
  • efc_fam1 - family member1
  • efc_fam2 - family member2
  • efc_fam3 - family member3
  • efc_fam4 - family member4
  • efc_fam5 - family member5
  • efcspact - does the favored candidate appear with supporting actors? (not including the opp
  • espctprp - how are the supporting actors used?
  • elocatn1 - location 1
  • elocatn2 - location 2
  • elocatn3 - location 3
  • eloctn90 - location - other
  • efc_loc - if favored candidate is not the central figure, but appears in the ad, where doe
  • efc_lc90 - other, not specified, favored candidate location
  • narr_sex - what is the sex of any voice-over/announcers?
  • enaratr1 - narrator 1
  • enaratr2 - narrator 2
  • enaratr3 - narrator 3
  • eendrse - does the ad include endorsements?
  • eendrid1 - endorsement 1
  • eendrid2 - endorsement 2
  • eendrid3 - endorsement 3
  • eendrid4 - endorsement 4
  • eendrd90 - endorsement - other
  • ef_celb - is a political figure or celebrity featured in the ad supporting the candidate?
  • ef_clb90 - favored candidate celebrity name
  • eo_cleb - is a political figure or celebrity featured in the ad in a way that associates t
  • eo_clb90 - opposing candidate celebrity name
  • etheme1 - theme 1
  • etheme2 - theme 2
  • etheme3 - theme 3
  • etheme4 - theme 4
  • etheme5 - theme 5
  • eissue1 - issue 1
  • eissue2 - issue 2
  • eissue3 - issue 3
  • eissue4 - issue 4
  • eissue90 - other specified issue
  • filter__ - office=2 (filter)

Variables

Title of Ad

f683257 Location:

Variable Format: character

Notes: UNF:3:cbtbMI1JbwsEUVreYl3Wvg==

Length of Ad

f683257 Location:

Variable Format: numeric

Notes: UNF:3:pir7y+H6tprLBrgGAuiWWg==

Day Part

f683257 Location:

Variable Format: character

Notes: UNF:3:I5s7Ey14aJBgR1HKmGLUyw==

Market

f683257 Location:

Variable Format: character

Notes: UNF:3:qwHD62iIDPZWfn++1bG8zQ==

Station Call Letters

f683257 Location:

Variable Format: character

Notes: UNF:3:lS8kmxA/+8ycAMhZqAOnlA==

Station Affiliation

f683257 Location:

Variable Format: character

Notes: UNF:3:RIraTumyGOlvDZa3dJKspg==

Time of Ad Airing

f683257 Location:

Variable Format: character

Notes: UNF:3:NyIk4yAuIz+4KReHXu1mnA==

Estimated Cost of Ad

f683257 Location:

Variable Format: numeric

Notes: UNF:3:cuorVwblvKWIQ3bZ8yFJNw==

Name of Show

f683257 Location:

Variable Format: character

Notes: UNF:3:RPyVm7m87s2FkvqeZKFmjQ==

Date of Ad Airing

f683257 Location:

Variable Format: numeric

Notes: UNF:3:qWDJ3vlMwDDUKS3B8mZttw==

Sponsor of Ad

f683257 Location:

Variable Format: numeric

Notes: UNF:3:XVT2Co1766vIrfTKgpYcyQ==

Office

f683257 Location:

Value

Label

Frequency

Text

9.

Other office

3420

2.

Senate

92571

0.

No office

76150

4.

Governor

35000

1.

President

162423

3.

U.S. House

60211

Variable Format: numeric

Notes: UNF:3:fDMx/oe8UFTn/EF0CVD1qA==

Ad Identifier

f683257 Location:

Variable Format: numeric

Notes: UNF:3:LT+hFffwybj4xer98iwS6A==

State

f683257 Location:

Variable Format: numeric

Notes: UNF:3:gYP5ThplrdFKPTWtA9f6mA==

State and District

f683257 Location:

Variable Format: numeric

Notes: UNF:3:Y483ngylfPskndBz7kmw7w==

Race Number

f683257 Location:

Value

Label

Frequency

Text

70.

Governor

35000

60.

Senate

92012

95.

Presidential

162423

80.

Issue Advocacy

76024

99.

Other

3506

Variable Format: numeric

Notes: UNF:3:tFG9u/rZZAZQU9R7dL/KVA==

General or Primary

f683257 Location:

Value

Label

Frequency

Text

2.

General

221217

1.

Primary

128988

Variable Format: numeric

Notes: UNF:3:4gp+LTpU+7V3PVkKDLu8uA==

Party of Candidate

f683257 Location:

Value

Label

Frequency

Text

1.

Democrat

178712

2.

Republican

171337

3.

Other

149

Variable Format: numeric

Notes: UNF:3:N9LjR7PtCbAsFaMlmuO/ug==

Incumbency Status

f683257 Location:

Value

Label

Frequency

Text

2.

Republican Seat

64233

4.

Other (Independent Seat)

0

1.

Open Seat

252905

3.

Democratic Seat

27984

Variable Format: numeric

Notes: UNF:3:LuluZ7eq1u3119XUoZDGIg==

Action Dummy

f683257 Location:

Value

Label

Frequency

Text

0.

no action urged

288608

1.

action urged

105370

Variable Format: numeric

Notes: UNF:3:2U5qNjDQ0Fb1TFCxN0P2jg==

Action

f683257 Location:

Value

Label

Frequency

Text

8.

to defeat someone

50

3.

to support someone

3913

9.

to send a message or call someone to express yourself

33797

4.

to elect or re-elect

757

0.

n/a

268310

7.

to urge action

4617

1.

other

27195

11.

other magic word

18319

6.

to reject someone

1095

2.

to vote for someone

7949

10.

vote against someone

176

5.

to write, call or tell someone to do something

29734

Variable Format: numeric

Notes: UNF:3:JR6If/i3j5XfTBrmSHwLPQ==

Bill Number Mention

f683257 Location:

Value

Label

Frequency

Text

0.

No bill number mentioned

391510

2.

Unclear/Unsure

12

1.

Bill number mentioned

3712

Variable Format: numeric

Notes: UNF:3:abrRmduai5tyPRgLaZQ0mg==

Phone and Address

f683257 Location:

Value

Label

Frequency

Text

2.

No

235622

1.

Toll number listed

123003

4.

Address listed

750

3.

Toll-free telephone number listed

35921

Variable Format: numeric

Notes: UNF:3:pl79TP40lpimcDBTH5hEpw==

Purpose of Ad

f683257 Location:

Value

Label

Frequency

Text

1.

Generate support or opposition for a candidate

379825

3.

unsure/unclear

0

2.

provide information or urge action

46580

Variable Format: numeric

Notes: UNF:3:dhr4Iz36iZ2BUtu+RowCIQ==

Favored Candidate Mention

f683257 Location:

Value

Label

Frequency

Text

1.

Mentioned

35089

2.

Pictured in the ad

8264

4.

Both mentioned and pictured in the ad

265843

0.

Not applicable

46544

3.

Not identified at all

40220

Variable Format: numeric

Notes: UNF:3:foKHni4zWwQ2HMRkgTcdDQ==

Candidate's Opponent Mention

f683257 Location:

Value

Label

Frequency

Text

0.

Not applicable

46522

4.

Mentioned by name in the text of an ad

41220

1.

Not identified at all

230483

2.

Both Mentioned and Pictured in the ad

76596

3.

Pictured in the ad

1119

Variable Format: numeric

Notes: UNF:3:huHyzzdML4PXsND7BTV0YQ==

Ad Tone

f683257 Location:

Value

Label

Frequency

Text

4.

Unsure or Unclear

257

1.

Attack

73662

3.

Promote

213378

0.

Not applicable

46522

2.

Contrast

62121

Variable Format: numeric

Notes: UNF:3:bX/KYODTzg/CpQrhOC+Esg==

Candidate Appearance

f683257 Location:

Value

Label

Frequency

Text

1.

Yes

153650

9.

Not applicable

76146

0.

No

195947

Variable Format: numeric

Notes: UNF:3:DmJysYJxyNfEHUxUURnE2g==

Office Mention

f683257 Location:

Value

Label

Frequency

Text

3.

Yes written in one of the visual frames of the ad

40111

2.

No

169296

1.

Yes referred to in text of the ad

73259

0.

Not applicable

46537

4.

Yes referred to in both the text and visuals of the ad

66688

Variable Format: numeric

Notes: UNF:3:uLAAPd7TXBppc8+0RLwxBQ==

Opponent's Commercial Mention

f683257 Location:

Value

Label

Frequency

Text

4.

Yes opponents commercial is referred to in text

6324

1.

Yes opponents commercial is shown on screen

37042

2.

Yes opponents commercial is referred to in text and screen

12160

3.

No

293892

0.

Not applicable

46522

Variable Format: numeric

Notes: UNF:3:uxc7KSxj4SAnYnlhzOjd7w==

Candidate Adjectives1

f683257 Location:

Value

Label

Frequency

Text

11.

No adjectives or descriptions of candidates

135795

6.

Bold

6299

23.

Family man

1040

13.

Moderate middle of the road mainstream

0

8.

Tough or a fighter

57991

2.

Independent

3197

3.

Innovative

591

17.

Friend of Clinton

379

21.

Competent and Knows how to get things done

6185

12.

Protector

10365

4.

Self made

1054

9.

Proven Tested Experienced

7534

18.

Committed

11003

1.

Common sense leadership

18846

0.

Not applicable

46522

20.

Reformer

1924

10.

Values (shares them, has American ones…)

4870

7.

Principled

2513

14.

Conservative

7488

5.

Caring or Compassionate

5002

19.

Visionary

667

22.

Honest

4978

15.

Fiscally conservative

641

16.

Hard working

9767

30.

Other

51240

Variable Format: numeric

Notes: UNF:3:d3kanyOkEmcek2WH76mTGQ==

Candidate Adjectives2

f683257 Location:

Value

Label

Frequency

Text

17.

Friend of Clinton

885

11.

No adjectives or descriptions of candidates

228751

15.

Fiscally conservative

0

20.

Reformer

7645

23.

Family man

1572

22.

Honest

4647

18.

Committed

2089

12.

Protector

8630

10.

Values (shares them, has American ones…)

4396

0.

Not applicable

46522

8.

Tough or a fighter

16143

6.

Bold

8935

9.

Proven Tested Experienced

4615

13.

Moderate middle of the road mainstream

667

16.

Hard working

4768

2.

Independent

711

1.

Common sense leadership

4467

3.

Innovative

0

4.

Self made

656

19.

Visionary

436

14.

Conservative

5850

5.

Caring or Compassionate

684

30.

Other

39427

7.

Principled

1013

21.

Competent and knows how to get things done

2121

Variable Format: numeric

Notes: UNF:3:3ltwScBHuSU80rasnYtnyQ==

Opponent Adjectives1

f683257 Location:

Value

Label

Frequency

Text

30.

Other

26637

9.

Hypocrite

315

17.

Friend of special interests

21988

18.

No adjectives or description

257543

2.

Dangerous

351

3.

Friend of Pat Robertson religious right

0

4.

Reckless

610

11.

Career Politician

1749

7.

Incompetent

129

13.

Friend of Newt Gingrich

2484

16.

Reactionary or right-wing

0

19.

Friend of Clinton

1891

0.

Not applicable

46522

14.

Negative

10640

1.

Dishonest corrupt

15607

12.

Heartless (may be used in reference to Social Security)

229

8.

Taxing (or some version of liking taxes)

5367

5.

Too risky

966

10.

Extremist or radical

782

15.

Liberal

1326

6.

Turncoat

447

Variable Format: numeric

Notes: UNF:3:5I2cSrAfNgn+rmQZp5lfYA==

Opponent Adjectives2

f683257 Location:

Value

Label

Frequency

Text

17.

Friend of special interests

1946

0.

Not applicable

46522

1.

Dishonest corrupt

4597

6.

Turncoat

18

19.

Friend of Clinton

155

2.

Dangerous

334

5.

Too risky

0

16.

Reactionary or right-wing

0

13.

Friend of Newt Gingrich

182

12.

Heartless (may be used in reference to Social Security)

0

30.

Other

20542

4.

Reckless

41

8.

Taxing (or some version of liking taxes)

2161

15.

Liberal

0

14.

Negative

1079

10.

Extremist or radical

322

11.

Career Politician

375

9.

Hypocrite

26

3.

Friend of Pat Robertson religious right

0

18.

No adjectives or description

317840

7.

Incompetent

4

Variable Format: numeric

Notes: UNF:3:L/1VivXni/e6ilJONV0pZg==

Party Mention

f683257 Location:

Value

Label

Frequency

Text

2.

Yes opposing candidates party

2118

1.

No

321600

3.

Yes both candidates party affiliations are mentioned

2841

0.

Not applicable

46522

4.

Yes favored candidates party

23324

Variable Format: numeric

Notes: UNF:3:JjKqv40MGVbIu6jIX0u0Ig==

Face Distortion

f683257 Location:

Value

Label

Frequency

Text

1.

Yes

3296

0.

No

346301

9.

Not applicable

76146

Variable Format: numeric

Notes: UNF:3:OwoqtHoTQhhiloStTFi09w==

Humor

f683257 Location:

Value

Label

Frequency

Text

1.

Yes

4010

0.

No

391799

Variable Format: numeric

Notes: UNF:3:k4s8i7ik+8IGkZjlN6x+hQ==

Newspaper

f683257 Location:

Value

Label

Frequency

Text

2.

No

346269

4.

Yes in the text part of the text of the ad

996

1.

Yes in both the text and visuals

23696

3.

Yes in the visuals of the ad

24813

Variable Format: numeric

Notes: UNF:3:43KfTizgAJ0xsI6kfjpHOA==

Supporting Sources

f683257 Location:

Value

Label

Frequency

Text

1.

Yes in the visuals of the ad

301002

2.

No

86529

3.

Yes in the text part of the text of the ad

8292

Variable Format: numeric

Notes: UNF:3:peMk9XndiPQQ24w4SoXAwA==

Primary Focus of Ad

f683257 Location:

Value

Label

Frequency

Text

3.

Both

90223

2.

Personal characteristics

45576

1.

Policy matters

257119

4.

Neither

2856

Variable Format: numeric

Notes: UNF:3:lcspww8kDN3HMfSuit9WdQ==

Celebrity

f683257 Location:

Value

Label

Frequency

Text

3.

Neither

379556

2.

Politician

9289

1.

Celebrity

7492

Variable Format: numeric

Notes: UNF:3:UnIqY5sqoN9A34cNzh5OOA==

Spanish

f683257 Location:

Value

Label

Frequency

Text

1.

Yes

2499

0.

No

393238

Variable Format: numeric

Notes: UNF:3:Jr5YwDGE9KjZDHrFxLerKw==

Minority Target

f683257 Location:

Value

Label

Frequency

Text

0.

No

390700

1.

Yes

5637

Variable Format: numeric

Notes: UNF:3:InSzxvOzwUfeQMS1wpv0rg==

Racial Diversity

f683257 Location:

Value

Label

Frequency

Text

0.

No

343564

1.

Yes

52259

Variable Format: numeric

Notes: UNF:3:uQwBrjnv3pAEZ21ov6b6Lg==

Campaign Themes1

f683257 Location:

Value

Label

Frequency

Text

52.

Veterans

725

1.

Background

43646

2.

Political record

20467

55.

China

148

20.

Abortion

4856

63.

Impeachment

0

72.

Health care

77792

27.

Gun control

5830

7.

Special Interests

8249

99.

None

2020

78.

Government ethics

1502

51.

Missile defense/Star wars

371

62.

Whitewater

0

3.

Attendance record

400

17.

Poverty

0

22.

Moral values

1434

15.

Business (e.g. friend of)

0

30.

Crime

5094

54.

Bosnia

0

4.

Ideology

1490

74.

Medicare

27448

21.

Homosexuality

14

11.

Deficit/ surplus/ budget/ debt

3931

50.

Defense

1149

41.

Lottery for education

125

10.

Taxes

22197

60.

Clinton

211

24.

Affirmative action

0

31.

Drugs

3022

33.

Other reference to law and order

0

61.

Ken Starr

0

18.

Trade/NAFTA

5388

42.

Child care

162

77.

Campaign finance reform

3327

26.

Assisted Suicide

0

14.

Farming (e.g. friend of)

789

28.

Other reference to social issues

1249

40.

Education

55682

76.

Civil rights/race relations

453

71.

Immigration

157

59.

Other defense/foreign policy issues

131

73.

Social security

25220

64.

Sexual harassment/Paula Jones

0

25.

Gambling

623

75.

Welfare

91

13.

Minimum wage

1440

95.

Other

14748

12.

Government Spending

4146

70.

Environment

19624

53.

Foreign policy

15

19.

Other economic reference

1417

32.

Death Penalty

0

16.

Employment/ jobs

3786

43.

Other child-related issues

3661

23.

Tobacco

0

5.

Personal values

8762

6.

Honesty/Integrity

12782

Variable Format: numeric

Notes: UNF:3:xC0YLM0ylm7brzu0FcrVgQ==

Campaign Themes2

f683257 Location:

Value

Label

Frequency

Text

15.

Business (e.g. friend of)

493

70.

Environment

5338

54.

Bosnia

0

12.

Government Spending

5630

14.

Farming (e.g. friend of)

923

18.

Trade/NAFTA

530

13.

Minimum wage

280

51.

Missile defense/Star wars

398

28.

Other reference to social issues

558

63.

Impeachment

0

42.

Child care

398

22.

Moral values

1350

2.

Political record

19753

62.

Whitewater

0

4.

Ideology

1525

50.

Defense

2352

1.

Background

8485

3.

Attendance record

227

43.

Other child-related issues

17165

71.

Immigration

158

95.

Other

21487

21.

Homosexuality

0

77.

Campaign finance reform

1966

32.

Death Penalty

0

25.

Gambling

424

10.

Taxes

21979

78.

Government ethics

2195

16.

Employment/ jobs

4989

41.

Lottery for education

688

76.

Civil rights/race relations

5

52.

Veterans

1939

53.

Foreign policy

818

30.

Crime

2308

23.

Tobacco

0

33.

Other reference to law and order

570

55.

China

3476

75.

Welfare

3338

11.

Deficit/ surplus/ budget/ debt

4591

5.

Personal values

3414

99.

None

121874

7.

Special Interests

24127

6.

Honesty/Integrity

5184

72.

Health care

26591

24.

Affirmative action

0

60.

Clinton

548

59.

Other defense/foreign policy issues

0

74.

Medicare

27079

20.

Abortion

632

40.

Education

23006

17.

Poverty

624

26.

Assisted Suicide

0

19.

Other economic reference

495

64.

Sexual harassment/Paula Jones

0

73.

Social security

21661

61.

Ken Starr

0

27.

Gun control

3232

31.

Drugs

787

Variable Format: numeric

Notes: UNF:3:HkiJgNvBeCCjFYGm9E9OAg==

Campaign Themes3

f683257 Location:

Value

Label

Frequency

Text

21.

Homosexuality

0

12.

Government Spending

639

24.

Affirmative action

3

73.

Social security

15588

64.

Sexual harassment/Paula Jones

0

54.

Bosnia

0

13.

Minimum wage

188

59.

Other defense/foreign policy issues

131

50.

Defense

1322

14.

Farming (e.g. friend of)

787

62.

Whitewater

0

55.

China

78

6.

Honesty/Integrity

6663

95.

Other

17979

61.

Ken Starr

0

4.

Ideology

1755

19.

Other economic reference

501

30.

Crime

2105

15.

Business (e.g. friend of)

0

60.

Clinton

542

28.

Other reference to social issues

0

43.

Other child-related issues

4067

20.

Abortion

1507

7.

Special Interests

7080

10.

Taxes

16481

18.

Trade/NAFTA

144

78.

Government ethics

133

32.

Death Penalty

106

25.

Gambling

0

99.

None

225365

75.

Welfare

1624

1.

Background

12251

27.

Gun control

6524

11.

Deficit/ surplus/ budget/ debt

12552

70.

Environment

1310

74.

Medicare

11158

22.

Moral values

630

53.

Foreign policy

173

26.

Assisted Suicide

0

33.

Other reference to law and order

0

31.

Drugs

508

77.

Campaign finance reform

937

23.

Tobacco

0

3.

Attendance record

0

16.

Employment/ jobs

1109

41.

Lottery for education

875

40.

Education

14369

51.

Missile defense/Star wars

211

52.

Veterans

218

72.

Health care

17942

76.

Civil rights/race relations

1156

17.

Poverty

0

5.

Personal values

5025

42.

Child care

0

71.

Immigration

61

2.

Political record

4304

63.

Impeachment

0

Variable Format: numeric

Notes: UNF:3:UTukYj7bmruBPDcof3MnzA==

Campaign Themes4

f683257 Location:

Value

Label

Frequency

Text

53.

Foreign policy

0

11.

Deficit/ surplus/ budget/ debt

3523

22.

Moral values

8178

26.

Assisted Suicide

0

43.

Other child-related issues

2359

1.

Background

9667

64.

Sexual harassment/Paula Jones

0

40.

Education

8559

12.

Government Spending

949

62.

Whitewater

0

54.

Bosnia

0

16.

Employment/ jobs

1323

33.

Other reference to law and order

0

59.

Other defense/foreign policy issues

15

74.

Medicare

6664

24.

Affirmative action

0

75.

Welfare

1889

20.

Abortion

1663

63.

Impeachment

0

42.

Child care

0

99.

None

305621

13.

Minimum wage

2

19.

Other economic reference

914

61.

Ken Starr

0

23.

Tobacco

0

10.

Taxes

9934

25.

Gambling

0

4.

Ideology

862

18.

Trade/NAFTA

0

73.

Social security

4592

78.

Government ethics

32

50.

Defense

1691

6.

Honesty/Integrity

1979

32.

Death Penalty

0

60.

Clinton

441

27.

Gun control

746

72.

Health care

4167

71.

Immigration

0

55.

China

0

52.

Veterans

729

21.

Homosexuality

13

70.

Environment

373

14.

Farming (e.g. friend of)

524

7.

Special Interests

1390

41.

Lottery for education

196

95.

Other

7239

31.

Drugs

65

77.

Campaign finance reform

69

30.

Crime

718

76.

Civil rights/race relations

508

17.

Poverty

318

28.

Other reference to social issues

58

3.

Attendance record

0

15.

Business (e.g. friend of)

0

5.

Personal values

1258

51.

Missile defense/Star wars

17

2.

Political record

6856

Variable Format: numeric

Notes: UNF:3:qvreu/mz8SiELUDjouIGSw==

ADSPNSR

f683257 Location:

Variable Format: numeric

Notes: UNF:3:e7vQnSqDHT+qljO/c2co6w==

unique id number for each creative

f685273 Location:

Variable Format: numeric

Notes: UNF:3:28KNLwm8TeO9tgW2jtEyRQ==

creativename

f685273 Location:

Variable Format: character

Notes: UNF:3:7GANmXKYkACW4/Vls5R8eg==

media market

f685273 Location:

Variable Format: character

Notes: UNF:3:AteiWTcmn3EjMiRwgfAIlg==

length of spot (seconds)

f685273 Location:

Variable Format: numeric

Notes: UNF:3:zh5M074mMK61JyzUqzgxMA==

station spot aired on

f685273 Location:

Variable Format: character

Notes: UNF:3:WPdzJZL8fArOUefyw2+bFg==

affiliate

f685273 Location:

Variable Format: character

Notes: UNF:3:eGNypB8wRISJ2ZUL4JGqAQ==

date of airing

f685273 Location:

Variable Format: numeric

Notes: UNF:3:NJaY3z+tmJQk8YGSteQO1Q==

time of airing

f685273 Location:

Variable Format: numeric

Notes: UNF:3:7L/yl83WwLtuqNciYaS6+Q==

estimated cost of airing (dollars)

f685273 Location:

Variable Format: numeric

Notes: UNF:3:wwDIYPba4/kAqrPohmScFQ==

program name

f685273 Location:

Variable Format: character

Notes: UNF:3:2f2J9pyx+Hdqy/7HY+lLLw==

fips code

f685273 Location:

Value

Label

Frequency

Text

34.

nj

0

40.

ok

23187

54.

wv

0

15.

hi

608

39.

oh

6418

56.

wy

0

28.

ms

0

42.

pa

26299

35.

nm

0

13.

ga

9017

32.

nv

1827

29.

mo

7009

24.

md

3860

51.

va

0

21.

ky

16981

33.

nh

230

45.

sc

30109

48.

tx

0

20.

ks

309

19.

ia

2519

37.

nc

34841

27.

mn

0

46.

sd

0

17.

il

33520

50.

vt

916

8.

co

21949

4.

az

52

18.

in

979

9.

ct

1506

53.

wa

12602

44.

ri

0

12.

fl

42607

49.

ut

15

55.

wi

15066

30.

mt

0

5.

ar

1411

23.

me

0

6.

ca

6867

1.

al

0

36.

ny

5989

2.

ak

0

22.

la

11454

31.

ne

219

25.

ma

0

26.

mi

0

38.

nd

0

16.

id

0

11.

dc

0

41.

or

678

10.

de

0

47.

tn

0

Variable Format: numeric

Notes: UNF:3:s7YT8W0WqP92kDo4RytICg==

unique race number (state followed by district number)

f685273 Location:

Value

Label

Frequency

Text

4804.

tx-4

0

4806.

tx-6

0

1210.

fl-10

0

4260.

pa-sen

26299

2708.

mn-8

0

4808.

tx-8

0

5104.

va-4

0

107.

al-7

0

2002.

ks-2

0

1221.

fl-21

0

3909.

oh-9

0

1309.

ga-9

0

628.

ca-28

0

3660.

ny-sen

5989

5304.

wa-4

0

4217.

pa-17

0

1760.

il-sen

33520

2907.

mo-7

0

802.

co-2

0

3706.

nc-6

0

4702.

tn-2

0

3302.

nh-2

0

3609.

ny-9

0

2104.

ky-4

0

3621.

ny-21

0

3902.

oh-2

0

1960.

ia-sen

2519

2101.

ky-1

0

1204.

fl-4

0

1802.

in-2

0

644.

ca-44

0

2404.

md-4

0

4402.

ri-2

0

4832.

tx-32

0

2908.

mo-8

0

2614.

mi-14

0

801.

co-1

0

4802.

tx-2

0

2606.

mi-6

0

3626.

ny-26

0

3470.

nj-gov

0

5370.

wa-gov

0

2508.

ma-8

0

3370.

nh-gov

0

1215.

fl-15

0

1704.

il-4

0

3606.

ny-6

0

4826.

tx-26

0

3601.

ny-1

0

1303.

ga-3

0

3270.

nv-gov

0

5403.

wv-3

0

1806.

in-6

0

1224.

fl-24

0

5102.

va-2

0

2570.

ma-gov

0

1310.

ga-10

0

2607.

mi-7

0

4204.

pa-4

0

3360.

nh-sen

230

3708.

nc-8

0

4760.

tn-sen

0

3570.

nm-gov

0

3918.

oh-18

0

1312.

ga-12

0

1713.

il-13

0

3916.

oh-16

0

5109.

va-9

0

1701.

il-1

0

2302.

me-2

0

3704.

nc-4

0

2601.

mi-1

0

460.

az-sen

0

3401.

nj-1

0

2301.

me-1

0

4504.

sc-4

0

1707.

il-7

0

5501.

wi-1

0

4101.

or-1

0

1601.

id-1

0

4560.

sc-sen

30109

638.

ca-38

0

5360.

wa-sen

12602

3705.

nc-5

0

4902.

ut-2

0

1805.

in-5

0

4670.

sd-gov

0

3410.

nj-10

0

3907.

oh-7

0

2105.

ky-5

0

1705.

il-5

0

4810.

tx-10

0

5660.

wy-sen

0

660.

ca-sen

6867

2860.

ms-sen

0

631.

ca-31

0

3970.

oh-gov

0

201.

ak-1

0

3960.

oh-sen

6418

2660.

mi-sen

0

3406.

nj-6

0

5108.

va-8

0

4705.

tn-5

0

645.

ca-45

0

3702.

nc-2

0

2402.

md-2

0

4860.

tx-sen

0

1208.

fl-8

0

4004.

ok-4

0

4801.

tx-1

0

405.

az-5

0

5505.

wi-5

0

670.

ca-gov

0

2702.

mn-2

0

870.

co-gov

0

3623.

ny-23

0

2902.

mo-2

0

5110.

va-10

0

5107.

va-7

0

1801.

in-1

0

1712.

il-12

0

2070.

ks-gov

0

2615.

mi-15

0

2206.

la-6

0

4805.

tx-5

0

407.

az-7

0

4819.

tx-19

0

3908.

oh-8

0

3260.

nv-sen

1827

4209.

pa-9

0

4970.

ut-gov

0

637.

ca-37

0

5508.

wi-8

0

4207.

pa-7

0

2170.

ky-gov

0

4818.

tx-18

0

603.

ca-3

0

4770.

tn-gov

0

633.

ca-33

0

2401.

md-1

0

2001.

ks-1

0

626.

ca-26

0

804.

co-4

0

3711.

nc-11

0

3402.

nj-2

0

2870.

ms-gov

0

627.

ca-27

0

4815.

tx-15

0

5402.

wv-2

0

2106.

ky-6

0

4870.

tx-gov

0

609.

ca-9

0

170.

al-gov

0

2207.

la-7

0

2612.

mi-12

0

5301.

wa-1

0

4503.

sc-3

0

3622.

ny-22

0

470.

az-gov

0

3917.

oh-17

0

1714.

il-14

0

4829.

tx-29

0

3602.

ny-2

0

602.

ca-2

0

4502.

sc-2

0

606.

ca-6

0

2504.

ma-4

0

502.

ar-2

0

1213.

fl-13

0

1225.

fl-25

0

4814.

tx-14

0

4070.

ok-gov

0

1970.

ia-gov

0

408.

az-8

0

3901.

oh-1

0

3170.

ne-gov

0

619.

ca-19

0

5307.

wa-7

0

1717.

il-17

0

805.

co-5

0

5302.

wa-2

0

4219.

pa-19

0

3614.

ny-14

0

3801.

nd-1

0

4005.

ok-5

0

2802.

ms-2

0

621.

ca-21

0

4505.

sc-5

0

3625.

ny-25

0

2970.

mo-gov

0

1270.

fl-gov

0

3912.

oh-12

0

5170.

va-gov

0

3770.

nc-gov

0

635.

ca-35

0

3911.

oh-11

0

806.

co-6

0

2505.

ma-5

0

807.

co-7

0

652.

ca-52

0

4506.

sc-6

0

2610.

mi-10

0

1209.

fl-9

0

4824.

tx-24

0

3607.

ny-7

0

616.

ca-16

0

2370.

me-gov

0

4104.

or-4

0

1804.

in-4

0

2509.

ma-9

0

102.

al-2

0

2609.

mi-9

0

3102.

ne-2

0

4813.

tx-13

0

4218.

pa-18

0

903.

ct-3

0

1201.

fl-1

0

3070.

mt-gov

0

4215.

pa-15

0

4820.

tx-20

0

960.

ct-sen

1506

4003.

ok-3

0

4822.

tx-22

0

4501.

sc-1

0

605.

ca-5

0

4821.

tx-21

0

4827.

tx-27

0

2603.

mi-3

0

5507.

wi-7

0

105.

al-5

0

1202.

fl-2

0

1308.

ga-8

0

604.

ca-4

0

634.

ca-34

0

1222.

fl-22

0

651.

ca-51

0

3903.

oh-3

0

270.

ak-gov

0

612.

ca-12

0

2407.

md-7

0

2960.

mo-sen

7009

560.

ar-sen

1411

4102.

or-2

0

1060.

de-sen

0

1807.

in-7

0

3103.

ne-3

0

2502.

ma-2

0

618.

ca-18

0

2604.

mi-4

0

4903.

ut-3

0

101.

al-1

0

1217.

fl-17

0

2613.

mi-13

0

4830.

tx-30

0

4707.

tn-7

0

2701.

mn-1

0

3707.

nc-7

0

2705.

mn-5

0

4825.

tx-25

0

2706.

mn-6

0

3615.

ny-15

0

403.

az-3

0

4803.

tx-3

0

5106.

va-6

0

3904.

oh-4

0

1360.

ga-sen

9017

3413.

nj-13

0

5303.

wa-3

0

4701.

tn-1

0

3603.

ny-3

0

904.

ct-4

0

4203.

pa-3

0

1502.

hi-2

0

2203.

la-3

0

104.

al-4

0

3760.

nc-sen

34841

2801.

ms-1

0

1223.

fl-23

0

4960.

ut-sen

15

1219.

fl-19

0

901.

ct-1

0

2670.

mi-gov

0

4401.

ri-1

0

5309.

wa-9

0

1501.

hi-1

0

2707.

mn-7

0

3501.

nm-1

0

2704.

mn-4

0

2202.

la-2

0

4205.

pa-5

0

3701.

nc-1

0

2406.

md-6

0

3407.

nj-7

0

2803.

ms-3

0

5670.

wy-gov

0

623.

ca-23

0

2201.

la-1

0

1709.

il-9

0

607.

ca-7

0

4105.

or-5

0

5101.

va-1

0

3301.

nh-1

0

1570.

hi-gov

0

5060.

vt-sen

916

3460.

nj-sen

0

404.

az-4

0

3202.

nv-2

0

5506.

wi-6

0

2906.

mo-6

0

5306.

wa-6

0

1218.

fl-18

0

4103.

or-3

0

970.

ct-gov

0

905.

ct-5

0

620.

ca-20

0

1302.

ga-2

0

5401.

wv-1

0

4208.

pa-8

0

2260.

la-sen

11388

1905.

ia-5

0

2408.

md-8

0

4206.

pa-6

0

260.

ak-sen

0

4807.

tx-7

0

4160.

or-sen

678

9980.

u.s.-pres

0

2770.

mn-gov

0

3709.

nc-9

0

615.

ca-15

0

4060.

ok-sen

23187

1660.

id-sen

0

4213.

pa-13

0

3503.

nm-3

0

4214.

pa-14

0

2608.

mi-8

0

4601.

sd-1

0

4823.

tx-23

0

5001.

vt-1

0

803.

co-3

0

1370.

ga-gov

0

3403.

nj-3

0

639.

ca-39

0

3610.

ny-10

0

2901.

mo-1

0

642.

ca-42

0

3001.

mt-1

0

1001.

de-1

0

2506.

ma-6

0

3910.

oh-10

0

4704.

tn-4

0

1207.

fl-7

0

1602.

id-2

0

2270.

la-gov

0

1313.

ga-13

0

2510.

ma-10

0

1901.

ia-1

0

1904.

ia-4

0

636.

ca-36

0

4708.

tn-8

0

1311.

ga-11

0

3408.

nj-8

0

5308.

wa-8

0

2501.

ma-1

0

3870.

nd-gov

0

5470.

wv-gov

0

1710.

il-10

0

3404.

nj-4

0

4901.

ut-1

0

2760.

mn-sen

0

1718.

il-18

0

2703.

mn-3

0

5502.

wi-2

0

4212.

pa-12

0

1770.

il-gov

0

1260.

fl-sen

42607

3905.

oh-5

0

1715.

il-15

0

5070.

vt-gov

0

3915.

oh-15

0

1719.

il-19

0

4202.

pa-2

0

4201.

pa-1

0

3618.

ny-18

0

1702.

il-2

0

3712.

nc-12

0

1211.

fl-11

0

625.

ca-25

0

2102.

ky-2

0

629.

ca-29

0

1716.

il-16

0

1803.

in-3

0

4828.

tx-28

0

860.

co-sen

21515

4270.

pa-gov

0

1306.

ga-6

0

1809.

in-9

0

2204.

la-4

0

4210.

pa-10

0

2004.

ks-4

0

2611.

mi-11

0

3101.

ne-1

0

624.

ca-24

0

1560.

hi-sen

608

2205.

la-5

0

614.

ca-14

0

1214.

fl-14

0

632.

ca-32

0

2560.

ma-sen

0

1305.

ga-5

0

4460.

ri-sen

0

1903.

ia-3

0

1706.

il-6

0

613.

ca-13

0

3913.

oh-13

0

647.

ca-47

0

2804.

ms-4

0

2470.

md-gov

0

3613.

ny-13

0

4470.

ri-gov

0

640.

ca-40

0

3160.

ne-sen

219

3619.

ny-19

0

2405.

md-5

0

2909.

mo-9

0

3628.

ny-28

0

3611.

ny-11

0

3703.

nc-3

0

2403.

md-3

0

3412.

nj-12

0

5305.

wa-5

0

106.

al-6

0

4809.

tx-9

0

3409.

nj-9

0

650.

ca-50

0

608.

ca-8

0

1070.

de-gov

0

1670.

id-gov

0

2060.

ks-sen

309

160.

al-sen

0

1870.

in-gov

0

3608.

ny-8

0

1203.

fl-3

0

5111.

va-11

0

3411.

nj-11

0

4831.

tx-31

0

1708.

il-8

0

617.

ca-17

0

1902.

ia-2

0

1212.

fl-12

0

3203.

nv-3

0

2905.

mo-5

0

3605.

ny-5

0

1711.

il-11

0

2360.

me-sen

0

601.

ca-1

0

646.

ca-46

0

3629.

ny-29

0

4570.

sc-gov

0

2160.

ky-sen

16981

3670.

ny-gov

0

1808.

in-8

0

3060.

mt-sen

0

5570.

wi-gov

0

4812.

tx-12

0

4170.

or-gov

0

402.

az-2

52

401.

az-1

0

4211.

pa-11

0

3617.

ny-17

0

5160.

va-sen

0

3620.

ny-20

0

3560.

nm-sen

0

648.

ca-48

0

3502.

nm-2

0

4001.

ok-1

0

2602.

mi-2

0

4709.

tn-9

0

4817.

tx-17

0

103.

al-3

0

4002.

ok-2

0

641.

ca-41

0

1206.

fl-6

0

902.

ct-2

0

2903.

mo-3

0

5560.

wi-sen

15066

5601.

wy-1

0

4216.

pa-16

0

4811.

tx-11

0

3616.

ny-16

0

1703.

il-3

0

1860.

in-sen

979

3201.

nv-1

0

501.

ar-1

0

2605.

mi-5

0

4660.

sd-sen

0

4816.

tx-16

0

2507.

ma-7

0

630.

ca-30

0

2103.

ky-3

0

649.

ca-49

0

3914.

oh-14

0

1307.

ga-7

0

5103.

va-3

0

622.

ca-22

0

1301.

ga-1

0

3860.

nd-sen

0

503.

ar-3

0

2003.

ks-3

0

3624.

ny-24

0

3713.

nc-13

0

611.

ca-11

0

3710.

nc-10

0

3604.

ny-4

0

653.

ca-53

0

5504.

wi-4

0

5503.

wi-3

0

1220.

fl-20

0

3906.

oh-6

0

1216.

fl-16

0

3405.

nj-5

0

4703.

tn-3

0

406.

az-6

0

2904.

mo-4

0

3627.

ny-27

0

610.

ca-10

0

504.

ar-4

0

2503.

ma-3

0

643.

ca-43

0

570.

ar-gov

0

1205.

fl-5

0

5105.

va-5

0

5460.

wv-sen

0

3612.

ny-12

0

1304.

ga-4

0

4706.

tn-6

0

2460.

md-sen

3860

Variable Format: numeric

Notes: UNF:3:Tjse25Bmqr0MctJjsR102A==

candidate name (state/surname_firstname)

f685273 Location:

Variable Format: character

Notes: UNF:3:f1so77q55eJVQOda8O9qtQ==

party of favored candidate

f685273 Location:

Variable Format: character

Notes: UNF:3:I6U1kxXwPwX7YWVd6iYt2w==

office at stake

f685273 Location:

Value

Label

Frequency

Text

3.

u.s. house

0

2.

u.s. senate

319044

1.

president

0

4.

governor

0

Variable Format: numeric

Notes: UNF:3:QJVgvE44owciqAi0ZGqnEw==

sponsor of spot

f685273 Location:

Value

Label

Frequency

Text

2.

party

36827

4.

coordinated/hybrid

11137

1.

candidate

254624

3.

interest group

16456

Variable Format: numeric

Notes: UNF:3:zkI+ZUmIgSllUWK9d1X61A==

group name

f685273 Location:

Variable Format: character

Notes: UNF:3:vwMZkyv3HHaqXiqwmWKSqA==

does the ad say who paid for it?

f685273 Location:

Value

Label

Frequency

Text

98.

possibly, but undecipherable

2925

1.

yes, noted on storyboard

313860

0.

no

295

2.

yes, undecipherable from the storyboard but discovered by other means

1964

Variable Format: numeric

Notes: UNF:3:LcIgIk04CFJ0kTfYH4PyeQ==

specifically what is the wording of the acknowledgement of sponsorship?

f685273 Location:

Variable Format: character

Notes: UNF:3:osP8oLM17aXPvug863TWrg==

does the ad direct the viewer to take any action (as opposed to merely providing

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

0

0.

no

285590

1.

yes

33338

99.

not applicable

116

Variable Format: numeric

Notes: UNF:3:ViG99O3y7l4iv3zLye5klg==

what is the action?

f685273 Location:

Value

Label

Frequency

Text

6.

to reject someone

1012

7.

to write, call, or tell someone to do something

1886

1.

to vote for someone

16431

11.

to contribute money

0

4.

to vote against someone

0

3.

to support someone

4155

90.

other

4904

8.

to urge action or attention to a particular matter

1152

2.

to elect or re-elect someone

928

10.

to join an organization

0

5.

to defeat someone

632

9.

to send a message someone to express yourself

2008

99.

no action or not applicable

285329

0.

no action or not applicable

0

Variable Format: numeric

Notes: UNF:3:Z3MIJUxBRxBaw4jzHxlg6Q==

does the ad mention any of the following specific words or phrases: vote for, el

f685273 Location:

Value

Label

Frequency

Text

99.

not applicable

8619

0.

no

169140

2.

yes, but only in the paid for by (pfb)

65949

1.

yes

75134

Variable Format: numeric

Notes: UNF:3:qTX6qhyg7qiUX6lDXdturw==

specify any other variation or synonym of the above words or phrases

f685273 Location:

Variable Format: character

Notes: UNF:3:rlU+neJ3J+6RVv7iNSBLMw==

does it provide a phone number?

f685273 Location:

Value

Label

Frequency

Text

0.

no

312169

98.

don't know

0

2.

yes, toll-free telephone number listed

2122

99.

not applicable

318

1.

yes, toll number listed

4435

Variable Format: numeric

Notes: UNF:3:8liHVBnJ8y71gL8HDnPLjw==

does it provide a mailing address?

f685273 Location:

Value

Label

Frequency

Text

0.

no

318541

1.

yes

185

99.

not applicable

318

98.

don't know

0

Variable Format: numeric

Notes: UNF:3:8BOc2BjX/GISWaO3NqmV5A==

does it provide a website address?

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

174

99.

not applicable

318

1.

yes

132259

0.

no

185812

Variable Format: numeric

Notes: UNF:3:sV5sqdOBtF1nnC749N4nJA==

where does the candidate's oral approval of the spot appear? (federal races only

f685273 Location:

Value

Label

Frequency

Text

1.

appears at the beginning of the spot

63947

3.

appears at the end of the spot

206909

2.

appears in the middle of the spot

10371

99.

not applicable/not a federal spot

11200

0.

no oral statement of approval/authorization

25886

Variable Format: numeric

Notes: UNF:3:AxGY7WNoA0bvrJQHplkcxA==

is there an explanation or elaboration for the candidate's approval of the messa

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

0

90.

other

6727

99.

not applicable/not a federal spot

34130

0.

candidate does not elaborate/explain authorization

196385

1.

candidate explains approval, i.e. "i approve this message because..."

81072

Variable Format: numeric

Notes: UNF:3:E2vpqpVM2Du9SU36Hy60RA==

specify elaboration of candidate's approval of the message

f685273 Location:

Variable Format: character

Notes: UNF:3:n0w6+aHle/QU4kDrPjBBIQ==

if video of ad is available: does the candidate physically appear on screen and

f685273 Location:

Value

Label

Frequency

Text

99.

not applicable/no video of spot available

72089

1.

yes, candidate authorizes message on screen

105960

0.

no, authorization stated in voiceover

138112

98.

don't know

2153

Variable Format: numeric

Notes: UNF:3:DJdj1sXUgzAt/Nwfl6XdDg==

is the favored candidate mentioned in the ad?

f685273 Location:

Value

Label

Frequency

Text

5.

mentioned only in the oral approval/authorization of the ad

20010

2.

pictured in the ad

865

1.

mentioned by name in the text of an ad

14275

3.

both mentioned and pictured in the ad

244272

98.

donÿt know

0

99.

not applicable

104

4.

mentioned only in the text pfb of the ad

1511

0.

not identified at all

37960

Variable Format: numeric

Notes: UNF:3:17yHyGGpZFLIG8wtm/FEuA==

does the favored candidate appear on screen narrating his or her ad?

f685273 Location:

Value

Label

Frequency

Text

1.

yes

134416

99.

not applicable

6103

0.

no

69175

2.

yes - only appears in the oral approval/authorization of the ad

108753

98.

don't know

0

Variable Format: numeric

Notes: UNF:3:LLOQOPYHioQyGos5bQCZuQ==

is the favored candidate's opponent mentioned in the ad?

f685273 Location:

Value

Label

Frequency

Text

1.

mentioned by name in the text of an ad?

42097

0.

not identified at all

172619

99.

not applicable

0

98.

don't know

0

2.

pictured in the ad

1640

3.

both mentioned and pictured in the ad

102048

Variable Format: numeric

Notes: UNF:3:6SmPRmsBHGYMDP//35Nscw==

in your judgment, is the primary purpose of the ad to promote a specific candida

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

111

99.

not applicable

0

3.

promote

177367

2.

contrast

73571

1.

attack

67995

Variable Format: numeric

Notes: UNF:3:pwf7Plfmh0BHA38DA7vfxw==

if the ad is a contrast ad, what proportion of the ad promotes (as opposed to at

f685273 Location:

Value

Label

Frequency

Text

3.

more attack than promote

25202

1.

more promote than attack

14265

2.

about equal promote and attack

31422

99.

not a contrast ad / not applicable

247560

4.

only contrasting element is brief statement with the oral approval/authorization of the ad

595

Variable Format: numeric

Notes: UNF:3:xBdHn4kG3R5LXqtN1dSeZA==

if the ad is a contrast ad, does it finish by promoting a candidate or attacking

f685273 Location:

Value

Label

Frequency

Text

2.

finishes attacking

14263

99.

not applicable / not a contrast ad

246389

1.

finishes promoting

55870

98.

unsure/unclear

2522

Variable Format: numeric

Notes: UNF:3:vnjvToFbtkFi5msLEp1piQ==

if the ad is a negative or contrast ad, who is being attacked or who is the favo

f685273 Location:

Value

Label

Frequency

Text

1.

primary opponent(s)

21093

3.

both primary and general election opponent(s)

8675

99.

not applicable

11010

2.

general election opponent(s)

111652

90.

unsure if primary or general election opponent(s)

246

0.

not a negative or contrast ad

166018

Variable Format: numeric

Notes: UNF:3:cFTyH5kjnpr1r1mN5+fYmA==

is the office at stake mentioned in the ad?

f685273 Location:

Value

Label

Frequency

Text

99.

not applicable

0

2.

yes ÿ written in one (or more) of the visual frames of the ad

80023

1.

yes ÿ referred to in transcript of the ad

33566

3.

yes ÿ referred to in both the transcript and in the visuals of the ad

102704

4.

office mentioned only in the paid for by of the ad

49234

98.

don't know

0

0.

no

51953

Variable Format: numeric

Notes: UNF:3:gBvHmKab6rMWoNoXdaJxIQ==

favored candidate adjective 1

f685273 Location:

Value

Label

Frequency

Text

12.

friend of bush

1466

15.

independent

9438

5.

common sense leadership

166

28.

self-made

1530

99.

not applicable

7442

21.

patriotic/american values

1705

26.

reformer

346

25.

proven/tested/experienced

10780

20.

mother/motherly

1224

24.

principled

1901

4.

committed

3792

14.

honest

5156

2.

bold

1184

6.

compassionate

708

18.

leader

15215

90.

other, specify below

50983

0.

no adjectives or descriptions of candidates

139703

1.

bipartisan

1905

9.

family man/family woman

5988

7.

competent/knows how to get things done

5510

27.

religious/spiritual/moral values

2076

30.

visionary

391

29.

tough/a fighter

24702

13.

hard-working

8932

11.

fiscally conservative

3790

23.

protector

0

22.

progressive

0

10.

father/fatherly

914

19.

moderate/middle of the road/ mainstream

2608

3.

caring

1003

16.

innovative

1029

17.

liberal

415

8.

conservative

7042

Variable Format: numeric

Notes: UNF:3:l5B6epazmaAcSs/gyQFqhA==

favored candidate adjective 2

f685273 Location:

Value

Label

Frequency

Text

90.

other, specify below

35883

7.

competent/knows how to get things done

4350

10.

father/fatherly

326

11.

fiscally conservative

282

2.

bold

0

0.

no adjectives or descriptions of candidates

209421

22.

progressive

0

20.

mother/motherly

0

14.

honest

1995

5.

common sense leadership

0

4.

committed

3815

15.

independent

3192

21.

patriotic/american values

938

18.

leader

8997

27.

religious/spiritual/moral values

2361

26.

reformer

582

13.

hard-working

2378

24.

principled

1048

29.

tough/a fighter

10636

30.

visionary

0

25.

proven/tested/experienced

6037

3.

caring

886

19.

moderate/middle of the road/ mainstream

101

17.

liberal

0

23.

protector

1424

6.

compassionate

50

99.

not applicable

12681

12.

friend of bush

2845

8.

conservative

3332

1.

bipartisan

2490

16.

innovative

0

28.

self-made

0

9.

family man/family woman

2994

Variable Format: numeric

Notes: UNF:3:QDuegajmjBcgVepxmpAe4g==

favored candidate adjective 3

f685273 Location:

Value

Label

Frequency

Text

29.

tough/a fighter

6538

90.

other, specify below

17590

20.

mother/motherly

0

25.

proven/tested/experienced

1895

18.

leader

3583

5.

common sense leadership

636

13.

hard-working

4039

17.

liberal

0

12.

friend of bush

168

8.

conservative

1772

23.

protector

638

30.

visionary

0

14.

honest

1088

10.

father/fatherly

0

9.

family man/family woman

963

26.

reformer

866

0.

no adjectives or descriptions of candidates

256296

1.

bipartisan

0

19.

moderate/middle of the road/ mainstream

0

3.

caring

598

99.

not applicable

15973

22.

progressive

0

24.

principled

1088

7.

competent/knows how to get things done

1407

16.

innovative

0

2.

bold

208

6.

compassionate

0

15.

independent

516

27.

religious/spiritual/moral values

899

28.

self-made

0

21.

patriotic/american values

1369

4.

committed

553

11.

fiscally conservative

188

Variable Format: numeric

Notes: UNF:3:IvvB6IIyw0d/ornOAByAZg==

favored candidate adjective - other

f685273 Location:

Variable Format: character

Notes: UNF:3:vAOqrWn/raekaRM42F+qyw==

opposing candidate adjective 1

f685273 Location:

Value

Label

Frequency

Text

3.

dangerous

1103

18.

risky

707

7.

friend (puppet) of religious right

0

23.

washington insider

584

13.

liberal

7401

2.

dishonest/ corrupt

10169

8.

friend (puppet) of special interests

11512

17.

right-wing/reactionary

0

0.

no adjectives or descriptions of candidates

169993

14.

negative

6986

6.

friend (puppet) of natÿl rifle association

0

9.

friend (puppet) of the bushes

469

11.

hypocrite

556

15.

partisan/uncompromising

0

22.

unpatriotic

64

20.

taxing (or some version of liking taxes)

12402

5.

failure

4749

12.

incompetent

0

10.

heartless (may be used in reference to social security)

0

21.

turncoat

0

19.

soft/weak

0

1.

career politician

564

4.

extremist/radical

4430

16.

reckless

0

Variable Format: numeric

Notes: UNF:3:kGzx+4ACkeM217UPUhJPDA==

opposing candidate adjective 2

f685273 Location:

Value

Label

Frequency

Text

11.

hypocrite

1320

2.

dishonest/ corrupt

2721

10.

heartless (may be used in reference to social security)

0

12.

incompetent

538

7.

friend (puppet) of religious right

0

18.

risky

1593

1.

career politician

0

6.

friend (puppet) of natÿl rifle association

0

0.

no adjectives or descriptions of candidates

230935

21.

turncoat

0

20.

taxing (or some version of liking taxes)

2204

15.

partisan/uncompromising

0

4.

extremist/radical

1083

16.

reckless

0

23.

washington insider

81

14.

negative

2461

13.

liberal

1272

9.

friend (puppet) of the bushes

0

8.

friend (puppet) of special interests

1006

3.

dangerous

55

22.

unpatriotic

0

5.

failure

1576

17.

right-wing/reactionary

0

19.

soft/weak

0

Variable Format: numeric

Notes: UNF:3:CCRzKt0Bjf4dWpoSzS8MOA==

opposing candidate adjective 3

f685273 Location:

Value

Label

Frequency

Text

9.

friend (puppet) of the bushes

0

20.

taxing (or some version of liking taxes)

1106

15.

partisan/uncompromising

0

19.

soft/weak

0

23.

washington insider

0

6.

friend (puppet) of natÿl rifle association

0

16.

reckless

0

18.

risky

115

21.

turncoat

0

11.

hypocrite

916

12.

incompetent

0

2.

dishonest/ corrupt

0

7.

friend (puppet) of religious right

0

5.

failure

0

4.

extremist/radical

134

8.

friend (puppet) of special interests

345

22.

unpatriotic

0

10.

heartless (may be used in reference to social security)

0

3.

dangerous

0

0.

no adjectives or descriptions of candidates

255657

14.

negative

0

13.

liberal

3613

1.

career politician

0

17.

right-wing/reactionary

0

Variable Format: numeric

Notes: UNF:3:QQZdkPhh04fjkeAZtrSKRA==

opposing candidate adjective - other

f685273 Location:

Variable Format: character

Notes: UNF:3:JpHZCmsOo5kwBvTq5D4oVQ==

does the ad mention the party label (i.e., democrat or republican) of the favore

f685273 Location:

Value

Label

Frequency

Text

4.

yes, favored candidateÿs party affiliations are mentioned but only in the pfb of the ad

38716

1.

yes, favored candidateÿs party

41274

3.

yes, both candidatesÿ party affiliations are mentioned

10019

2.

yes, opposing candidateÿs party

5347

99.

not applicable

133

98.

don't know

31

0.

no

223524

Variable Format: numeric

Notes: UNF:3:eFhvPUjhP3PVacd++xr97Q==

is the ad funny or intended to be humorous?

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

579

1.

yes

16812

0.

no

300812

99.

not applicable

798

Variable Format: numeric

Notes: UNF:3:pXV9d4s7xSAb7DfDvsxGGg==

does the ad cite supporting sources (including footnotes) to bolster various cla

f685273 Location:

Value

Label

Frequency

Text

2.

yes, a newspaper editorial

6914

90.

yes, other

41821

1.

yes, a newspaper article

62707

3.

yes, an opponentÿs campaign advertising

2352

99.

not applicable

0

98.

don't know

188

0.

no

205062

Variable Format: numeric

Notes: UNF:3:yiXu6964Tes7Ox84uX1xsw==

is an opponent's commercial mentioned or shown on screen?

f685273 Location:

Value

Label

Frequency

Text

2.

yes, opponent's commercial is shown on screen during segment

4123

99.

not applicable

0

0.

no

292039

1.

yes, opponent's commercial is referred to in text of the ad

12546

3.

yes, opponent's commercial is referred to in text and on screen

10216

98.

don't know

0

Variable Format: numeric

Notes: UNF:3:BN0G0jJsNe9DaE/SDa9rFQ==

does the ad refute any specific claims made about the favored candidate by an op

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

0

99.

not applicable

11375

1.

yes

25615

0.

no

281149

Variable Format: numeric

Notes: UNF:3:aYwPebcr3oZuz2Xl3BovVw==

does the ad mention negative or dirty campaigning by opponents?

f685273 Location:

Value

Label

Frequency

Text

1.

yes

23061

98.

don't know

0

0.

no

294926

99.

not applicable

0

Variable Format: numeric

Notes: UNF:3:YVJPI+h+MS/gRzqZ3tEqnA==

in your judgment, is the primary focus of this ad the personal characteristics o

f685273 Location:

Value

Label

Frequency

Text

1.

personal characteristics

53746

2.

policy matters

158048

99.

not applicable

0

98.

don't know

0

0.

neither

4582

3.

both personal and policy

102621

Variable Format: numeric

Notes: UNF:3:12dm1vmaui3zHlc0dm2aOA==

what is the primary language of the ad?

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

0

1.

english

316878

99.

not applicable

0

2.

spanish

2166

Variable Format: numeric

Notes: UNF:3:jSBb5EYgiVqg97z2hYt0WA==

does an american flag appear in the ad?

f685273 Location:

Value

Label

Frequency

Text

0.

no

230135

99.

not applicable

0

98.

don't know

0

1.

yes

88488

Variable Format: numeric

Notes: UNF:3:IXvFAq4LnTAUNqCRtCmDYA==

is there an explicit mention of september 11th or the attack on the world trade

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

0

99.

not applicable

0

1.

yes

19228

0.

no

299816

Variable Format: numeric

Notes: UNF:3:dFgu2DRtzIMfLv/CAraUMA==

is there an explicit mention of terrorism or terrorists?

f685273 Location:

Value

Label

Frequency

Text

1.

yes

50361

99.

not applicable

0

98.

don't know

0

0.

no

267940

Variable Format: numeric

Notes: UNF:3:KqBFsKkF6YfuTTmLp2vrwQ==

is george w. bush mentioned or pictured in the ad?

f685273 Location:

Value

Label

Frequency

Text

1.

yesÿin a way to show support/approval of gwb

24645

0.

no

280847

99.

not applicable

0

3.

yesÿunclear whether in support/approval or opposition/disapproval

581

98.

don't know

0

2.

yesÿin a way to show opposition/disproval of gwb

12052

Variable Format: numeric

Notes: UNF:3:jWzI9QcUrkD1mkOcmztFuQ==

is john kerry mentioned or pictured in the ad?

f685273 Location:

Value

Label

Frequency

Text

0.

no

304487

98.

don't know

0

1.

yesÿin a way to show support/approval of jk

601

3.

yesÿunclear whether in support/approval or opposition/disapproval

0

2.

yesÿin a way to show opposition/disproval of jk

12734

99.

not applicable

0

Variable Format: numeric

Notes: UNF:3:IZyglPFSWo0wOpYL6p3QoQ==

is there a central figure, who would receive top billing if the actors were cred

f685273 Location:

Value

Label

Frequency

Text

0.

no

19954

98.

don't know

0

1.

yes

299090

99.

not applicable

0

Variable Format: numeric

Notes: UNF:3:2l9Y+bOESDecrcmM7VpS7w==

if yes, who is the central figure?

f685273 Location:

Value

Label

Frequency

Text

4.

female non-candidate

11974

3.

male non-candidate

17413

1.

favored candidate

194870

5.

newspaper or otherwise 'disembodied' person

680

99.

no central figure

20289

2.

opponent

73661

98.

don't know

0

Variable Format: numeric

Notes: UNF:3:6X427KtiMKEHtbzI5g6N2Q==

does the favored candidate appear with this person?

f685273 Location:

Value

Label

Frequency

Text

99.

n/a, no central figure or cf is favored candidate, opponent

253066

0.

no

56990

1.

yes

8519

98.

don't know

174

Variable Format: numeric

Notes: UNF:3:+GDCU7Ca1tL6PaPsUvrsmw==

in terms of life cycle, how old is the central figure?

f685273 Location:

Value

Label

Frequency

Text

0.

infant (0-2)

0

1.

child (3-11)

0

4.

middle age (40-60)

14446

99.

n/a, no central figure or cf is favored candidate, opponent

232436

3.

young adult (18-40)

0

5.

elderly (65+)

60684

2.

adolescent (12-17)

422

98.

don't know

795

Variable Format: numeric

Notes: UNF:3:3H6ZrArGLDLOa2H5HCQHfA==

what is the race/ethnicity of this person?

f685273 Location:

Value

Label

Frequency

Text

2.

asian-american

2335

3.

hispanic

371

1.

african-american

81627

90.

other

0

0.

white/caucasian

0

99.

n/a, no central figure or cf is favored candidate, opponent

232112

98.

don't know

0

Variable Format: numeric

Notes: UNF:3:/to1dIgGnPqjte6nL7F8Zw==

what is the main basis of credibility of the central figure in the ad?

f685273 Location:

Value

Label

Frequency

Text

9.

woman

284

6.

law enforcement

1216

2.

personal relationship with candidate

4767

7.

politician, other than candidate

10572

12.

citizen

824

99.

n/a, no central figure or cf is opponent or 'disembodied' pe

58491

4.

teacher

16

1.

candidate ÿ general

220242

3.

worker

1323

13.

veteran/military personnel

1539

11.

celebrity

2372

90.

other

7749

10.

doctor/medical personnel/pharmacist

740

5.

parent/family

3346

0.

no main source of credibility

4225

8.

senior citizen

1312

98.

don't know

18

14.

farmer

8

Variable Format: numeric

Notes: UNF:3:z0xydHDZ+IW1s8cnlHZGEA==

other, not listed, source of credibility

f685273 Location:

Variable Format: character

Notes: UNF:3:zrVgdvv9Pu0Ay8sGioMlMg==

actor 1

f685273 Location:

Value

Label

Frequency

Text

9.

politicians, other than candidate

16456

15.

friends or family of candidate

23111

17.

farmer

2303

16.

veteran/military personnel

8731

14.

favored candidate

52072

98.

don't know

531

99.

not applicable

61

1.

children

15498

10.

women

1744

7.

parents/families

14647

8.

law enforcement

3445

90.

other

12432

3.

elderly

10561

11.

doctors/medical personnel

7172

13.

opponent

29345

6.

teachers

1047

0.

none

51618

12.

celebrities

5531

4.

citizens

36847

2.

adolescents

1243

5.

workers

24649

Variable Format: numeric

Notes: UNF:3:rUA4ucPqG+i2RzD2Q8Xrhw==

actor 2

f685273 Location:

Value

Label

Frequency

Text

2.

adolescents

1108

1.

children

12519

90.

other

12678

7.

parents/families

13620

5.

workers

20290

10.

women

3294

3.

elderly

13323

8.

law enforcement

6009

99.

not applicable

4585

13.

opponent

8910

6.

teachers

669

11.

doctors/medical personnel

7612

17.

farmer

1754

9.

politicians, other than candidate

16001

15.

friends or family of candidate

11769

0.

none

139129

14.

favored candidate

7991

98.

don't know

0

16.

veteran/military personnel

11949

4.

citizens

21808

12.

celebrities

3852

Variable Format: numeric

Notes: UNF:3:EWyoPBV1RzGhJQkTe/cZYw==

actor 3

f685273 Location:

Value

Label

Frequency

Text

13.

opponent

199

16.

veteran/military personnel

10796

4.

citizens

5999

10.

women

2290

14.

favored candidate

2285

6.

teachers

408

9.

politicians, other than candidate

9634

90.

other

5973

99.

not applicable

12574

12.

celebrities

1744

15.

friends or family of candidate

6763

98.

don't know

0

3.

elderly

3527

7.

parents/families

4265

2.

adolescents

658

5.

workers

12175

17.

farmer

1296

0.

none

215347

8.

law enforcement

4846

1.

children

9332

11.

doctors/medical personnel

8804

Variable Format: numeric

Notes: UNF:3:+XzzbjPckfk8VWNl4o5gZw==

other, not listed, actor

f685273 Location:

Variable Format: character

Notes: UNF:3:iljetsqFKO1u02Ww4bG+RQ==

family member1

f685273 Location:

Value

Label

Frequency

Text

0.

mother

0

98.

don't know

425

4.

son

6835

99.

not applicable / no other family members

258964

1.

father

6310

2.

spouse

2433

3.

daughter

42055

Variable Format: numeric

Notes: UNF:3:dKgxYX83wFDxKsotYm6sBA==

family member2

f685273 Location:

Value

Label

Frequency

Text

1.

father

1599

2.

spouse

5214

4.

son

13919

99.

not applicable / no other family members

288382

0.

mother

0

98.

don't know

1106

3.

daughter

1497

Variable Format: numeric

Notes: UNF:3:NAPEucKF5hE2oFpgekwWzA==

family member3

f685273 Location:

Value

Label

Frequency

Text

4.

son

5743

0.

mother

0

99.

not applicable / no other family members

297955

98.

don't know

2113

1.

father

0

2.

spouse

1890

3.

daughter

1851

Variable Format: numeric

Notes: UNF:3:KI9tyGUSXzowvuVaD+RTMg==

family member4

f685273 Location:

Value

Label

Frequency

Text

2.

spouse

262

4.

son

3423

3.

daughter

563

1.

father

748

98.

don't know

1671

0.

mother

0

99.

not applicable / no other family members

305469

Variable Format: numeric

Notes: UNF:3:KhIeQqzeuwsl7l0EJkYwNw==

family member5

f685273 Location:

Value

Label

Frequency

Text

2.

spouse

0

99.

not applicable / no other family members

311938

4.

son

1064

3.

daughter

0

0.

mother

0

1.

father

262

98.

don't know

1366

Variable Format: numeric

Notes: UNF:3:jC4U6FGSO94pTmQoUDCScA==

does the favored candidate appear with supporting actors? (not including the opp

f685273 Location:

Value

Label

Frequency

Text

99.

not applicable

15659

98.

don't know

0

0.

no

103209

1.

yes

200176

Variable Format: numeric

Notes: UNF:3:kr6MieOduh5D93CP/NObEw==

how are the supporting actors used?

f685273 Location:

Value

Label

Frequency

Text

1.

delivering a message

179851

0.

props, seen but not heard from

0

98.

don't know

0

99.

fc not appearing with supporting actors or n/a

117016

Variable Format: numeric

Notes: UNF:3:xq+m2UY3ECzv+RvdT/Rpug==

location 1

f685273 Location:

Value

Label

Frequency

Text

99.

not applicable

184

12.

home, neighborhood

62500

4.

blue-collar worksite (factory, construction site etc)

24367

10.

natural (forest, river, lakes, streams etc)

15832

5.

white-collar office

5328

7.

court/justice system/prison (not police)

1089

3.

old age home

460

6.

streets

15493

1.

school

4252

8.

domestic uniformed protection (police or firefighters)

1398

2.

hospital/pharmacy/healthcare (not nursing home or elderly ca

15252

13.

farm/ranch

8140

90.

other, specify

20448

11.

political setting (office, legislature, rally, political mee

66335

0.

no location

75659

9.

military setting

817

98.

don't know

1490

Variable Format: numeric

Notes: UNF:3:BehhyZzJyow8ZK5Bqt3w/A==

location 2

f685273 Location:

Value

Label

Frequency

Text

6.

streets

10017

2.

hospital/pharmacy/healthcare (not nursing home or elderly ca

10464

9.

military setting

1810

5.

white-collar office

6187

7.

court/justice system/prison (not police)

212

99.

not applicable

9075

1.

school

4258

8.

domestic uniformed protection (police or firefighters)

2444

90.

other, specify

15717

0.

no location

185209

98.

don't know

1560

3.

old age home

829

10.

natural (forest, river, lakes, streams etc)

7685

4.

blue-collar worksite (factory, construction site etc)

16469

13.

farm/ranch

2245

12.

home, neighborhood

22492

11.

political setting (office, legislature, rally, political mee

21443

Variable Format: numeric

Notes: UNF:3:/psS7AMzmy7sXYOqvxWy5w==

location 3

f685273 Location:

Value

Label

Frequency

Text

8.

domestic uniformed protection (police or firefighters)

402

2.

hospital/pharmacy/healthcare (not nursing home or elderly ca

8470

9.

military setting

2333

0.

no location

239951

6.

streets

4817

12.

home, neighborhood

8345

98.

don't know

1006

90.

other, specify

7667

11.

political setting (office, legislature, rally, political mee

5077

4.

blue-collar worksite (factory, construction site etc)

7150

1.

school

2159

13.

farm/ranch

2315

3.

old age home

0

99.

not applicable

19837

10.

natural (forest, river, lakes, streams etc)

3605

7.

court/justice system/prison (not police)

0

5.

white-collar office

2884

Variable Format: numeric

Notes: UNF:3:88xEIh1ME/faRQKoj0haYA==

location - other

f685273 Location:

Variable Format: character

Notes: UNF:3:xYVPaNcHX7Be9YhACKRlhw==

if favored candidate is not the central figure, but appears in the ad, where doe

f685273 Location:

Value

Label

Frequency

Text

5.

white-collar office

4143

6.

streets

2363

10.

natural (forest, river, lakes, streams etc)

10024

12.

home, neighborhood

15068

1.

school

1074

8.

domestic uniformed protection (police or firefighters)

1153

90.

other

3647

0.

no location

16951

4.

blue-collar worksite (factory, construction site etc)

3846

13.

farm/ranch

3512

2.

hospital/pharmacy/healthcare (not nursing home or elderly ca

1672

98.

don't know

1005

3.

old age home

400

7.

court/justice system/prison (not police)

514

9.

military setting

0

11.

political setting (office, legislature, rally, political mee

19822

99.

favored candidate is the central figure or n/a

233803

Variable Format: numeric

Notes: UNF:3:01eBSTgUWYXFo7v0X+Kelw==

other, not specified, favored candidate location

f685273 Location:

Variable Format: character

Notes: UNF:3:Ynyo9+DEP2P5XAs+zqcOvw==

what is the sex of any voice-over/announcers?

f685273 Location:

Value

Label

Frequency

Text

3.

both male and female unseen voice-over/announcers

10877

0.

no voice-over or announcer

85977

2.

female

27385

1.

male

136333

99.

not applicable/no video of the spot available

57477

98.

don't know (can't tell)

0

Variable Format: numeric

Notes: UNF:3:z9bes5FCX4IC6uRx44aUZw==

narrator 1

f685273 Location:

Value

Label

Frequency

Text

1.

supporting actors

140639

99.

not applicable

164

2.

voiceover/ announcer

29309

98.

don't know

0

0.

central figure

0

Variable Format: numeric

Notes: UNF:3:8Hz6sjyfcuMAlwUWveENng==

narrator 2

f685273 Location:

Value

Label

Frequency

Text

0.

central figure

0

99.

not applicable

151297

98.

don't know

0

2.

voiceover/ announcer

39262

1.

supporting actors

59903

Variable Format: numeric

Notes: UNF:3:Dedjnj5nFhoKPDAq1oZTQw==

narrator 3

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

180

99.

not applicable

294617

2.

voiceover/ announcer

9143

1.

supporting actors

5587

0.

central figure

0

Variable Format: numeric

Notes: UNF:3:MRkqqp20zNt2mx7ql6qjOA==

does the ad include endorsements?

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

0

99.

not applicable

1042

1.

yes

24492

0.

no

292966

Variable Format: numeric

Notes: UNF:3:k91mQW+wbz2m1NgM65tcOA==

endorsement 1

f685273 Location:

Value

Label

Frequency

Text

90.

other

4238

1.

newspaper(s)

6148

99.

not applicable/ no other endorsement / no endorsement

293295

4.

unions

1386

2.

law enforcement (police and prosecutors)

1535

98.

don't know

1

6.

teacher groups

105

5.

interest groups

1665

3.

politicians

9743

Variable Format: numeric

Notes: UNF:3:ZnVjzyuMO+XnwoCqwUKKnw==

endorsement 2

f685273 Location:

Value

Label

Frequency

Text

2.

law enforcement (police and prosecutors)

982

6.

teacher groups

0

1.

newspaper(s)

873

90.

other

415

98.

don't know

0

3.

politicians

994

4.

unions

0

99.

not applicable/ no other endorsement / no endorsement

315534

5.

interest groups

246

Variable Format: numeric

Notes: UNF:3:khyKyh9whJX3429ZBt4AUQ==

endorsement 3

f685273 Location:

Value

Label

Frequency

Text

3.

politicians

0

1.

newspaper(s)

502

99.

not applicable/ no other endorsement / no endorsement

317149

4.

unions

0

6.

teacher groups

0

90.

other

904

2.

law enforcement (police and prosecutors)

0

98.

don't know

0

5.

interest groups

0

Variable Format: numeric

Notes: UNF:3:3V8488egHsspi42uSwreHA==

endorsement 4

f685273 Location:

Value

Label

Frequency

Text

3.

politicians

0

98.

don't know

0

5.

interest groups

0

6.

teacher groups

0

2.

law enforcement (police and prosecutors)

0

99.

not applicable/ no other endorsement / no endorsement

317855

90.

other

0

1.

newspaper(s)

502

4.

unions

0

Variable Format: numeric

Notes: UNF:3:EJdlX2BN+9/IxcFIFJPmCA==

endorsement - other

f685273 Location:

Variable Format: character

Notes: UNF:3:gFeIp69WEVv1+8fdsm8jFg==

is a political figure or celebrity featured in the ad supporting the candidate?

f685273 Location:

Value

Label

Frequency

Text

98.

don't know

0

99.

not applicable

4447

1.

yes

37202

0.

no

277395

Variable Format: numeric

Notes: UNF:3:rJ16r5Azy6LvCEfEMWQBjQ==

favored candidate celebrity name

f685273 Location:

Variable Format: character

Notes: UNF:3:v4eol6NER8gOHZMtE/Izmw==

is a political figure or celebrity featured in the ad in a way that associates t

f685273 Location:

Value

Label

Frequency

Text

99.

not applicable

9049

0.

no

284968

1.

yes

25027

98.

don't know

0

Variable Format: numeric

Notes: UNF:3:QgnFDLYqkbERoHkRnwQMqA==

opposing candidate celebrity name

f685273 Location:

Variable Format: character

Notes: UNF:3:pj15kOzA9W+ulPf9Jz4i8w==

theme 1

f685273 Location:

Value

Label

Frequency

Text

1.

womenÿs health concerns - not abortion

2557

4.

health problems/cost of medical care

63732

9.

narcotics;

174

10.

recession, depression; prosperity of the nation; economic growth; gnp

9176

7.

general mention of moral/religious decay (of nation); sex, bad language, adult themes on tv

549

8.

against (increased) government spending; balancing of the (national)budget; against deficit not taxes or tax reform.

14044

6.

crime/violence; not guns or ÿlaw and orderÿ issues like death penalty or prisons.

4631

5.

poverty

416

2.

education

23639

3.

aged/elderly; social security benefits; administration of social security

16804

0.

none

183260

Variable Format: numeric

Notes: UNF:3:LhT9G+vRrs1GW6EliBN6wA==

theme 2

f685273 Location:

Value

Label

Frequency

Text

9.

narcotics;

0

4.

health problems/cost of medical care

11440

3.

aged/elderly; social security benefits; administration of social security

4099

7.

general mention of moral/religious decay (of nation); sex, bad language, adult themes on tv

209

5.

poverty

0

2.

education

2591

0.

none

293400

8.

against (increased) government spending; balancing of the (national)budget; against deficit not taxes or tax reform.

1958

6.

crime/violence; not guns or ÿlaw and orderÿ issues like death penalty or prisons.

297

10.

recession, depression; prosperity of the nation; economic growth; gnp

2768

1.

womenÿs health concerns - not abortion

2220

Variable Format: numeric

Notes: UNF:3:f3vF086cH7czOFvgFJEEdw==

theme 3

f685273 Location:

Value

Label

Frequency

Text

8.

against (increased) government spending; balancing of the (national)budget; against deficit not taxes or tax reform.

5

10.

recession, depression; prosperity of the nation; economic growth; gnp

0

4.

health problems/cost of medical care

831

3.

aged/elderly; social security benefits; administration of social security

0

9.

narcotics;

0

7.

general mention of moral/religious decay (of nation); sex, bad language, adult themes on tv

0

5.

poverty

0

0.

none

316593

2.

education

0

6.

crime/violence; not guns or ÿlaw and orderÿ issues like death penalty or prisons.

1072

1.

womenÿs health concerns - not abortion

481

Variable Format: numeric

Notes: UNF:3:BgRWmhjFmufx1AwkQAn2Vg==

theme 4

f685273 Location:

Value

Label

Frequency

Text

7.

general mention of moral/religious decay (of nation); sex, bad language, adult themes on tv

0

9.

narcotics;

0

8.

against (increased) government spending; balancing of the (national)budget; against deficit not taxes or tax reform.

0

6.

crime/violence; not guns or ÿlaw and orderÿ issues like death penalty or prisons.

0

0.

none

318312

5.

poverty

0

4.

health problems/cost of medical care

0

2.

education

0

1.

womenÿs health concerns - not abortion

0

10.

recession, depression; prosperity of the nation; economic growth; gnp

0

3.

aged/elderly; social security benefits; administration of social security

670

Variable Format: numeric

Notes: UNF:3:4nuGFxmxZcl0NpBoBYykIQ==

theme 5

f685273 Location:

Value

Label

Frequency

Text

9.

narcotics;

0

8.

against (increased) government spending; balancing of the (national)budget; against deficit not taxes or tax reform.

0

7.

general mention of moral/religious decay (of nation); sex, bad language, adult themes on tv

0

3.

aged/elderly; social security benefits; administration of social security

0

0.

none

318982

4.

health problems/cost of medical care

0

1.

womenÿs health concerns - not abortion

0

10.

recession, depression; prosperity of the nation; economic growth; gnp

0

6.

crime/violence; not guns or ÿlaw and orderÿ issues like death penalty or prisons.

0

5.

poverty

0

2.

education

0

Variable Format: numeric

Notes: UNF:3:9kFSJyzy0XJAOwwoqcCJpg==

issue 1

f685273 Location:

Value

Label

Frequency

Text

32.

death penalty/capital punishment

1367

65.

bush

2164

44.

prescription drugs

10799

77.

campaign finance reform

404

19.

union (e.g. friend of)

32

82.

corporate fraud / enron

0

25.

gambling

146

68.

competence

0

67.

karl rove/bush staff

0

78.

government ethics

0

52.

veterans

2442

54.

bosnia

0

16.

employment/ jobs

26044

76.

civil rights/race relations

0

45.

women's health

1067

83.

september 11

1904

27.

gun control

702

90.

other (please specify)

20307

57.

terrorism

9537

30.

crime

880

50.

defense/military

7965

8.

constituent service/casework

330

60.

clinton

1640

59.

afghanistan

0

7.

special interests

5883

56.

foreign aid

0

5.

personal values

13718

14.

farming (e.g. friend of)

0

40.

education/schools

8482

80.

local issues

596

20.

abortion

3540

99.

none / no other issues

2049

11.

deficit/ surplus/ budget/ debt

2366

72.

health care

15142

15.

business (e.g. friend of)

1715

28.

civil liberties/privacy

0

17.

poverty

0

70.

environment

3472

61.

ken starr

0

31.

narcotics/illegal drugs

347

21.

homosexuality/gay & lesbian rights

7

22.

moral/family/religious values

197

53.

foreign policy

0

73.

social security

2827

1.

background

46809

64.

sexual harassment/paula jones

0

71.

immigration

3091

55.

china

331

41.

lottery for education

0

29.

other reference to social issues

115

42.

child care

1105

23.

tobacco

0

10.

taxes

36033

26.

assisted suicide/euthanasia

0

18.

international trade/globalization/nafta

2499

24.

affirmative action

0

51.

missile defense/star wars

908

3.

attendance record

1645

75.

welfare

780

62.

whitewater

0

13.

minimum wage

0

2.

political record

53247

84.

pledge of allegiance (restrictions on the use of)

0

81.

term limits

0

12.

government spending

3499

66.

supreme court/florida/ballot reform

0

6.

honesty/integrity

8357

4.

ideology

7823

43.

other child-related issues

1809

79.

energy

738

63.

impeachment

0

58.

middle east

0

74.

medicare

2184

Variable Format: numeric

Notes: UNF:3:n69A8INWjUZYQRXhisXnkw==

issue 2

f685273 Location:

Value

Label

Frequency

Text

5.

personal values

14314

28.

civil liberties/privacy

0

84.

pledge of allegiance (restrictions on the use of)

0

72.

health care

31439

63.

impeachment

0

55.

china

3647

27.

gun control

844

19.

union (e.g. friend of)

0

25.

gambling

0

67.

karl rove/bush staff

1

7.

special interests

6441

32.

death penalty/capital punishment

637

99.

none / no other issues

33461

64.

sexual harassment/paula jones

0

68.

competence

0

62.

whitewater

0

57.

terrorism

14195

73.

social security

6270

6.

honesty/integrity

12516

43.

other child-related issues

82

52.

veterans

2264

1.

background

8058

61.

ken starr

0

83.

september 11

5773

15.

business (e.g. friend of)

1772

76.

civil rights/race relations

0

14.

farming (e.g. friend of)

199

16.

employment/ jobs

25030

13.

minimum wage

804

17.

poverty

18

20.

abortion

6072

11.

deficit/ surplus/ budget/ debt

3315

71.

immigration

1090

45.

women's health

1449

58.

middle east

0

53.

foreign policy

1140

82.

corporate fraud / enron

87

2.

political record

18531

90.

other (please specify)

23231

59.

afghanistan

0

56.

foreign aid

0

41.

lottery for education

0

74.

medicare

1823

18.

international trade/globalization/nafta

7138

75.

welfare

866

4.

ideology

8190

78.

government ethics

502

29.

other reference to social issues

416

60.

clinton

553

54.

bosnia

0

79.

energy

909

65.

bush

1358

26.

assisted suicide/euthanasia

0

44.

prescription drugs

11456

42.

child care

108

23.

tobacco

0

30.

crime

802

70.

environment

1781

24.

affirmative action

0

77.

campaign finance reform

0

50.

defense/military

9879

21.

homosexuality/gay & lesbian rights

97

40.

education/schools

7381

31.

narcotics/illegal drugs

0

12.

government spending

9663

3.

attendance record

1352

81.

term limits

571

51.

missile defense/star wars

0

22.

moral/family/religious values

3585

8.

constituent service/casework

5314

80.

local issues

127

66.

supreme court/florida/ballot reform

0

10.

taxes

22493

Variable Format: numeric

Notes: UNF:3:LSko2FCwPx4FuTGVm10k+g==

issue 3

f685273 Location:

Value

Label

Frequency

Text

3.

attendance record

860

23.

tobacco

0

41.

lottery for education

0

67.

karl rove/bush staff

0

19.

union (e.g. friend of)

0

30.

crime

2576

59.

afghanistan

0

60.

clinton

0

64.

sexual harassment/paula jones

0

15.

business (e.g. friend of)

2896

52.

veterans

662

68.

competence

0

53.

foreign policy

255

6.

honesty/integrity

4739

42.

child care

212

2.

political record

8513

27.

gun control

746

29.

other reference to social issues

0

83.

september 11

3972

7.

special interests

3423

31.

narcotics/illegal drugs

0

66.

supreme court/florida/ballot reform

0

80.

local issues

2111

21.

homosexuality/gay & lesbian rights

368

22.

moral/family/religious values

517

32.

death penalty/capital punishment

1402

58.

middle east

0

20.

abortion

4090

73.

social security

4482

54.

bosnia

0

78.

government ethics

0

57.

terrorism

8635

16.

employment/ jobs

19328

4.

ideology

1910

26.

assisted suicide/euthanasia

0

51.

missile defense/star wars

0

14.

farming (e.g. friend of)

162

24.

affirmative action

0

99.

none / no other issues

110077

43.

other child-related issues

2503

75.

welfare

1180

62.

whitewater

0

10.

taxes

18681

76.

civil rights/race relations

0

63.

impeachment

0

82.

corporate fraud / enron

587

71.

immigration

555

72.

health care

18610

56.

foreign aid

0

17.

poverty

0

79.

energy

0

70.

environment

2342

25.

gambling

715

81.

term limits

377

8.

constituent service/casework

2946

44.

prescription drugs

4204

45.

women's health

384

18.

international trade/globalization/nafta

6851

28.

civil liberties/privacy

362

5.

personal values

7775

50.

defense/military

8743

84.

pledge of allegiance (restrictions on the use of)

0

74.

medicare

3119

65.

bush

3029

11.

deficit/ surplus/ budget/ debt

396

77.

campaign finance reform

401

55.

china

248

13.

minimum wage

928

61.

ken starr

0

40.

education/schools

12670

12.

government spending

2130

1.

background

2660

90.

other (please specify)

34712

Variable Format: numeric

Notes: UNF:3:48PJUH5yqHn3qlB2Es21Wg==

issue 4

f685273 Location:

Value

Label

Frequency

Text

75.

welfare

0

20.

abortion

3181

21.

homosexuality/gay & lesbian rights

416

73.

social security

3791

57.

terrorism

5567

1.

background

1436

8.

constituent service/casework

0

13.

minimum wage

0

50.

defense/military

3951

52.

veterans

3354

24.

affirmative action

0

11.

deficit/ surplus/ budget/ debt

209

56.

foreign aid

0

19.

union (e.g. friend of)

0

16.

employment/ jobs

13015

10.

taxes

12261

42.

child care

948

40.

education/schools

3616

77.

campaign finance reform

0

61.

ken starr

0

80.

local issues

2686

62.

whitewater

0

12.

government spending

2966

58.

middle east

0

64.

sexual harassment/paula jones

0

43.

other child-related issues

400

29.

other reference to social issues

0

90.

other (please specify)

22389

4.

ideology

7152

76.

civil rights/race relations

0

84.

pledge of allegiance (restrictions on the use of)

0

14.

farming (e.g. friend of)

0

7.

special interests

10

74.

medicare

0

15.

business (e.g. friend of)

1117

99.

none / no other issues

187930

45.

women's health

1230

54.

bosnia

0

51.

missile defense/star wars

0

26.

assisted suicide/euthanasia

0

60.

clinton

0

18.

international trade/globalization/nafta

2799

41.

lottery for education

0

2.

political record

5674

44.

prescription drugs

6652

32.

death penalty/capital punishment

0

67.

karl rove/bush staff

0

27.

gun control

628

3.

attendance record

0

83.

september 11

1527

55.

china

1443

71.

immigration

447

65.

bush

1269

31.

narcotics/illegal drugs

0

30.

crime

550

79.

energy

0

82.

corporate fraud / enron

318

81.

term limits

239

68.

competence

0

59.

afghanistan

0

28.

civil liberties/privacy

0

78.

government ethics

0

22.

moral/family/religious values

459

53.

foreign policy

1072

72.

health care

8829

63.

impeachment

0

23.

tobacco

0

25.

gambling

0

6.

honesty/integrity

3325

66.

supreme court/florida/ballot reform

0

5.

personal values

4399

70.

environment

1789

17.

poverty

0

Variable Format: numeric

Notes: UNF:3:M4CIB6o3ZRxjEargXmEs/Q==

other specified issue

f685273 Location:

Variable Format: character

Notes: UNF:3:FxRA3MRcUoIMP4qIL4fqSw==

office=2 (filter)

f685273 Location:

Value

Label

Frequency

Text

1.

selected

319044

0.

not selected

0

Variable Format: numeric

Notes: UNF:3:k8XmYXWRTcyHZQH/+Rkgww==

Other Study-Related Materials

Label:

Congressional and gubernatorial advertising, 2003-2004 codeb.pdf

Text:

codebook for 2003-2004 file

Notes:

application/pdf

Other Study-Related Materials

Label:

Political advertising 2000 codebook.txt

Text:

Notes:

text/plain; charset=US-ASCII