[新聞] Where Parties Look for an Audience

看板NCIS作者ncyc (ラチェットのために)時間14年前 (2010/10/31 12:24)推噓1(1推 0噓 0→)

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時值美國國會期中選舉，這篇NYT的新聞主要是講述美國政黨購買廣告的傾向，裡面提到，基於劇情調性(替海軍工作的好傢伙對付壞傢伙)，共和黨人是NCIS的主要廣告買主。 October 30, 2010 Where Parties Look for an Audience By ASHLEY PARKER WASHINGTON — “Dancing With the Stars,” where Bristol Palin hopes to fox trot and quick step her way to a disco ball trophy, has the most political ad purchases on prime-time television among both Democratic and Republican media buyers. But the bipartisan consensus on America’s TV habits apparently ends there. Republican ad buyers favor sports programming (“Saturday Night College Football”) and crime dramas (“NCIS”), while their Democratic counterparts are more likely to place ads on comedies (“Two and a Half Men”) and talk programming (“The Dr. Oz Show.”) Republicans are more likely to buy certain types of crime dramas that skew Republican,” said Will Feltus, the senior vice president of National Media Inc., a Republican political media buying organization. “Republicans tend to like shows where there are good guys and bad guys, and where the good guy prevails. On ‘NCIS,’ the good guys just so happen to work for the Navy.” Political spending on television advertising is set to hit $3 billion for this year’s Congressional elections, breaking all previous highs, and political ad buyers from both parties have expanded their ad placement to focus on voters watching prime time. An analysis by The New York Times of the ad buys for Senate and governors’ campaigns over a one-month period between mid-September and mid-October — using data provided by the Campaign Media Analysis Group, a political ad tracking firm, and with help from National Media Inc. — found that while Democrats and Republicans advertise roughly equally on the top-rated prime-time shows, some differences do emerge. Republicans bought nearly three times as many ads as Democrats on “Saturday Night College Football,” more than twice as many on “Sunday Night NFL Football” and Nascar racing, and almost twice as many during Major League Baseball games. According to demographic data from the Nielsen Company, the sports shows most favored by Republican buyers — “Saturday Night College Football,” “NBC Sunday Night Football,” “NFL Sunday Kickoff,” Nascar racing and Major League Baseball — have an audience that is nearly two-thirds or higher male. College sports is probably the cleanest buy for Republicans, or the buy where they’re getting the biggest advantage,” said Ken Goldstein, the research director for the Midwest Media Research Foundation. “Republicans think their base is more likely to be watching sports, and if they’re looking for younger males, or younger white males, it’s college football.” Republicans also out-advertised Democrats on crime shows, placing roughly one-third more ads on shows like “Detroit 1-8-7,” “Medium,” “Cops,” “ Law & Order: Special Victims Unit,” “48 Hours Mystery” and “NCIS.” Democrats tended to focus on talk shows, placing roughly two-and-a-half times as many ads as Republicans on“The Dr. Oz Show” and“Rachael Ray,” and almost twice as many on “Dr. Phil.” They also advertised at a higher rate on what Mr. Feltus called “situational comedies” and “contemporary humor”— slightly edgier comedies like“Outsourced,”“Two and a Half Men ,”“Cougar Town”and“30 Rock.” Republicans are trying to get men, who are more likely to be Republican than Democratic, especially the 35- to 64-year-old, middle-age man, who doesn't watch as much television as women do,”Mr. Feltus said.“So Republicans are trying to reach Republican men and Republican-leaning men with sports. Democrats are advertising more to women.” Evan Tracey, the president of the Campaign Media Analysis Group, said that talk programs were “the opposite of sports.” Women and especially single women are a very reliable voting bloc for Democrats,” he said. “That’s why you see a lot of Democrats being aimed at in those programs. That’s an important turnout audience for them.” Both Democrats and Republicans seem to love “Dancing with the Stars,” running a combined 1,773 spots at roughly an equal rate. Despite Bristol Palin’s star turn, the show’s audience is bipartisan, two-thirds female and one of the older audiences in prime time — 69 percent are 45 and older, comKpared with 51 percent of all adults. Older adults are more likely to be voters, and women generally make up their minds later in a campaign cycle, Mr. Feltus said, which might account for some of the show’s popularity with political ad buyers. The top 25 shows for Republicans and Democrats overlap considerably, as they both tended to buy time on highly rated programs, according to the Nielsen data. The list shows a distinct preference for crime and law-related dramas, with 13 of the top 25 in that category. Only one sitcom, Fox’s “Glee,” made the cut. While spending on prime time has increased — on average, 10 percent to 20 percent of political spending will go to that time slot this year — media buyers like to buy time on news shows. “News is the oceanfront of real estate politics,” Mr. Tracey said. “If you can afford it, you buy it.” http://www.nytimes.com/2010/10/31/us/politics/31ads.html -- ※ 發信站: 批踢踢實業坊(ptt.cc) ◆ From: 114.24.186.45