print “Eye on New Members” provides all TV ads aired by, for and against Senators and Members serving their first terms in 2013
Washington, D.C., February 5 – After an election featuring unprecedented TV ad spending by historic numbers of advertisers, the commercials promoting and attacking Capitol Hill’s newest lawmakers offer telling video histories of their campaigns and the positions they outlined for their voters back home. Kantar Media’s Campaign Media Analysis Group (CMAG), the leading provider of buy, spend and content analysis for political and advocacy advertising, is providing an exclusive look at the advertising barrages that helped shape the profiles and positions of the newest Members of Congress.
CMAG’s Eye on New Members provides subscribers with all 2012 TV ads broadcast by these lawmakers, their opponents, and supporting and critical groups. Armed with these insights, lobbyists, industry associations, interest groups and others who will be working with the newest Senators and Representatives can gain a deeper understanding of the commitments and concerns affecting their decision-making.
CMAG data depicts a 113th Congress—and particularly, a class of newly elected Members—forged by record numbers of advertisers:
- 195 different sponsors advertised in US Senate races in 2012; 615 different sponsors advertised in US House races.
- The average US Senate race in 2012 featured 11 different advertisers.* The Indiana race won by newly elected Sen. Joe Donnelly (D) featured the most advertisers: 28.
- The average US House race in 2012 featured four different advertisers* but competitive races attracted far more, with the open-seat race for Connecticut’s 5th district featuring the highest number: 15.
*Average for races in which broadcast TV advertising occurred; not all races saw broadcast TV advertising.
“With one-fifth of the new Congress in their first weeks of service, understanding the promises they made to their constituents and the forces that supported and opposed them on the airwaves will be key to assessing policy outcomes as well as working with their offices day to day,” says Elizabeth Wilner, vice president of Kantar Media CMAG. “CMAG’s Eye on New Members is your crash course on who these new lawmakers are, what they care about, and what other interests are advertising to hold them accountable for how they vote.”
About Kantar Media
Kantar Media provides strategic advice and competitive intelligence to the world’s leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers’ reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and digital insights, to marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries. www.KantarMediaNA.com