Photo by Kon Karampelas PULLMAN, Wash. – More political candidates may be shifting primarily to social media to advertise rather than TV, according to a study of advertising trends from the 2018 campaign season. The study, published recently in American Political Science Review , also found that Facebook political ads were more partisan, less negative and less issue-focused than those on TV.
“The 2018 race showed that social media can be helpful to candidates who may not have a lot of resources, including challengers and those who are not already well known,” said Travis Ridout, Washington state University political science professor and a corresponding author on the study. “It allows them to get their messages out.”
Facebook ads are more practical for many down-ballot candidates who cannot afford the high price of TV advertising, Ridout added. A much broader range of candidates also used Facebook ads than TV.
Ridout along with co-authors from Bowdoin College, and Emory, Stanford and Wesleyan universities, analyzed Facebook and TV advertising data for nearly 7,300 candidates in the 2018 federal and state level races. They found that the vast majority, about 6,000, only advertised on the social media platform. A little more than 1,000 candidates used both […]
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