WiscAds

The Wisconsin Advertising Project (“WiscAds”) is a research project that analyzes how political candidates, political parties, and special interest groups communicate with voters via advertising.  Between 2000-2008, WiscAds grew from the 75 largest media markets (DMAs) to the entire country.  Each ad comes with a variety of codes, including issues mentioned (e.g., economic and social policies), suggested actions for a voter to take, and who paid for the ad.  Each year includes SPSS and Stata formats, as well as storyboards of all ads as PDFs.

Wisconsin Advertising Project (zipped files):

  • 2000 (1.4 GB)
    • 75 largest media markets
  • 2002 (2.2 GB)
    • 100 largest media markets; U.S. House, U.S. Senate, and Gubernatorial elections
  • 2004 (0.7 GB)
    • 100 largest media markets; Presidential, U.S. House, U.S. Senate, and Gubernatorial elections
  • 2008 (0.4 GB)
    • All 210 media markets; Presidential, U.S. House, U.S. Senate, and Gubernatorial elections

Data for 2006 elections are not available.

Additionally, 1996 data are freely provided on the University of Wisconsin-Madison Elections Research Center Wisconsin Advertising Project page, although these data are much more minimal than the 2000-2008 data provided here.

This project has since moved to Wesleyan University, where more recent election years are available.

Questions?  Contact data@virginia.edu.