Race national issues ad wars
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There are “perverse benefits” to those ads, he said, in terms of educating voters. Moreover, Wagner cited research showing that negative ads contain more policy information than positive ones. He said the ads in Wisconsin have not been as personal or harsh as those in other states. One notable exception has been the National Rifle Association, which to date has run just positive ads urging voters to “Re-elect Scott Walker.” The group plans to spend $1 million.Ī national ad tracking project at Wesleyan University found that Wisconsin’s gubernatorial race had the nation’s smallest share of purely positive ads during a two-week period in September and more recently ranked among the top states for purely negative ones.īut Michael Wagner, University of Wisconsin-Madison journalism and mass communication professor, said there is a silver lining. Most of the candidate ads and nearly all of those from outside groups have been at least partly negative, according to the tracker. This drew charges of “plagiarism” in ads from Walker’s campaign and Right Direction Wisconsin, and Burke sought to defuse that in an ad of her own. Walker and his allies, meanwhile, pounced on news that Burke’s jobs plan included material her hired consultant recycled from other candidates. Within days, the Burke campaign aired an ad showing Walker affirming in a 2010 interview that he opposes abortion even in cases of rape and incest. That same day, Walker came out with his own ad striking a moderate tone, saying he wants “to increase safety and to provide more information for a woman considering her options.” 6, the national political group Emily’s List, which plans to spend $1.2 million on Burke’s behalf, launched an ad ripping Walker’s record on abortion.
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Modern ad campaigns are remarkably nimble. Walker’s backers include the Republican Governors Association, which has booked more than $2 million in state ad time through its offshoot, Right Direction Wisconsin. In the governor’s race, the group has run mainly the latter. The group, paid for mostly by labor unions, engages in express advocacy as well as issue ads. The leading outside group spender, at $2.1 million, has been the pro-Burke Greater Wisconsin Committee. Overall, Burke and her backers had a slight spending edge. The Walker campaign spent $4.9 million on ads compared to Burke’s $4.2 million. 13, the tracker estimated that more than 38,000 ads had aired in the Wisconsin governor’s race, at a cost of $12.7 million. Bill Lueders is the Money and Politics Project director at the Wisconsin Center for Investigative Journalism.