Milwaukee Mix
Copyright © 2005  Eric M. Appleman/Democracy in Action.  Special thanks to Dan Amundson and the Center for Media and Public Affairs in Washington, DC for video assistance.

This brief report attempts to give a sense of the paid media environment in which the presidential campaigns were operating in the month leading up to Election Day.  It shows political ads run on local newscasts of WITI FOX 6 in Milwaukee, WI.  Wisconsin was very much a battleground state, to the extent that both candidates held rallies in Milwaukee on Nov. 1, the day before Election Day.  WITI claimed to be the station with the most local news and the largest news team in the state.  Its weekday newscasts began with Fox 6 Wake Up at 5:00 a.m. and continued right through to 9:00 a.m., skipping to a half-hour broadcast at noon, more news from 5:00 p.m. to 6:30 p.m., and a final broadcast starting at 9:00 p.m.  and running to 10:30 p.m. for a total of 7 1/2 hours of local news daily.   It is important to note that this study examines an extremely limited sample of the paid media running in the Milwaukee market; ads run on non-news programming on WITI, ads run on the other Milwaukee television stations, ads run on cable, and radio ads are not considered.

Summary of Findings
The presidential ads competed for viewers' attention with ads from the U.S. Senate race, ads run by an interest group seeking to influence a State Senate race, and ads for and against a Kenosha casino measure.  On Election Day minus One, November 1, twice as much time was filled by political ads as one week earlier. 

Starting in mid-October and especially at the close of the campaign Kerry benefited from advertisements run by allies (Stronger America Now, UAW V-CAP, LCV, SEIU COPE, and even one ad by an individual).  One Bush ally, Progress for America Voter Fund, ran ads throughout the study period.  The Kerry campaign ran a couple of Wisconsin-specific ads; this was not seen from the Bush campaign.  Conversely, the Bush campaign ran a 60-second spot, while no 60-second spots were seen from the Kerry campaign.

Political Ads Run on Milwaukee, WI Station WITI FOX 6 Morning Newscasts (5:00 a.m.-9:00 a.m.)

Oct. 4
 Oct. 11
 Oct. 18
 Oct. 25
 Nov. 1
Kerry/DNC
 10
10
 7
 12
Kerry allies
 0
7
 2
 14
Bush/RNC
 7
 -missing- 5
 9
 13 (15)*
Bush allies
 2
3
 3 (4)*
 3 (4)*
Other
 11
16
 18
 38
Total Political Ads
30
41
39 (40)*
 79 (82)
(Total Time) (15 min)
(20.5 min) (20 min)
 (41 min)
* indicates ad equivalents.  For example 3 (4) indicates there were 3 ads but one was a 60 second ad so there were 4 ad equivalents.
Oct. 4 Oct. 11 Oct. 18
 Oct. 25
 Nov. 1
KERRY AND DNC KERRY AND DNC KERRY AND DNC KERRY AND DNC KERRY AND DNC





KERRY ALLIES KERRY ALLIES
 KERRY ALLIES KERRY ALLIES KERRY ALLIES















BUSH/RNC BUSH/RNC BUSH/RNC BUSH/RNC BUSH/RNC





BUSH ALLIES BUSH ALLIES BUSH ALLIES BUSH ALLIES BUSH ALLIES









MORE









TOTAL:
4 1/2 hours of news contained

36 political ads totaling 18 minutes:
4  Kerry
3  Kerry/DNC
5  DNC (4l,m)
3  Bush
5  Bush/RNC (3l,2m)
3  PFAVF
6  Michels for Senate
5  Feingold for Senate
2  WEAC PAC (Wirch for Senate)

 		TOTAL:
2 hours of news contained

22 political ads totaling 11 minutes:
4  Kerry (3f,h)
3  Kerry/DNC
2  DNC
3  Bush/RNC (1j,2k)
3  PFAVF
2  Michels for Senate
4  Feingold for Senate
1  WEAC PAC (Wirch for Senate)
 		TOTAL:
4 1/2 hours of news contained

49 political ads totaling 24.5 minutes:
5  Kerry (2f,3h)
3  Kerry/DNC
4  DNC (3h,i)
4  Stronger America Now (1a,3b)
3  UAW V-CAP
1  Holly Mosher
6  Bush/RNC (2h,2i,2j)
4  PFAVF
5  Michels for Senate
5  Feingold for Senate (2a,3h)
2  WEAC PAC (Wirch for Senate)
4  No on the Casino
3  Yes on the Casino
 		TOTAL:
 7 1/2 hours of news contained

111 political ads totaling 57.0 minutes:
(108 were 30-sec; 3 were 60-sec)
9  Kerry (5e,4f)
1  Kerry/DNC
11  DNC
6  Stronger America Now (4a,2b)
12  Bush/RNC (8b,4e)
8  RNC (4e,4f)
6(9)  PFAVF (3x30,3x60*)
10  Michels for Senate
11  Feingold for Senate (5e,5f,g)
10  WEAC PAC (Wirch for Senate)
9  No on the Casino
8  Yes on the Casino

 		TOTAL:
7 1/2 hours of news contained
ads totaling 124.5 minutes
154 political ads totaling 79.0 minutes:
(150 were 30-sec; 4 were 60-sec)
15  Kerry (5a,8b,2c)
10  DNC
12  LCV
11  SEIU COPE
6  Stronger America Now  (3a,3b)
19(21)  Bush/RNC (8a,9b,2c*)
4(6)  PFAVF (2x30,2x60*)
3  American Family Voices
31  Michels for Senate (incl. NRSC)
6  Feingold for Senate (a,3b,2c)
7  WEAC PAC (Wirch for Senate)
14  No on the Casino
16  Yes on the Casino
5:00 a.m. to 6:00 a.m.

3 political ads:
1 Michels for Senate
2 Feingold for Senate
 missing
 5:00 a.m. to 6:00 a.m.

5 political ads:
1 Kerry (h)
1 Stronger America Now (b)
1 Holly Mosher
1 PFAVF
1 Michels for Senate
 		5:00 a.m. to 6:00 a.m.

6 political ads:
1 Kerry (e)
1 Stronger America Now (b)
1 RNC (e)
2 Michels for Senate
1 Feingold for Senate (e)
 		5:00 a.m. to 6:00 a.m.
33 30-sec ads
15 political ads:
2 Kerry (a,b)
2 LCV
1 Stronger America Now (a)
6 Michels for Senate
4 Yes on the Casino
6:00 a.m. to 7:00 a.m.

10 political ads:
1 Kerry
1 Kerry/DNC
2 DNC (2l)
1 Bush
1 Bush/RNC (m)
1 PFAVF
1 Michels for Senate
1 Feingold for Senate
1 Wirch for State Senate
 		missing
 6:00 a.m. to 7:00 a.m.

15 political ads:
1 Kerry (f)
1 Kerry/DNC
2 DNC
1 Stronger America Now (a)
2 UAW V-CAP
1 Bush/RNC
1 PFAVF
2 Feingold for Senate (a,h)
1 Wirch for State Senate
2 No on the Casino
1 Yes on the Casino
 		6:00 a.m. to 7:00 a.m.

14 political ads:
1 Kerry (f)
2 DNC
1 Stronger America Now (a)
1 Bush/RNC (b)
2 RNC (f,e)
1 PFAVF (30)
1 Michels for Senate
2 Feingold for Senate (e,f)
1 Wirch for State Senate
1 No on the Casino
1 Yes on the Casino
 		6:00 a.m. to 7:00 a.m.
33+: 33 30-sec ads and 1 10-sec ad
27 political ads:
2 Kerry (c,b)
2 DNC
2 LCV
2 SEIU COPE
2 Stronger America Now (b,a)
2 Bush/RNC (a,b)
1 PFAVF (30)
1 American Family Voices
4 Michels for Senate
2 Feingold for Senate (a,b)
1 Wirch for State Senate
4 No on the Casino
2 Yes on the Casino
7:00 a.m. to 8:00 a.m.

9 political ads:
1 Kerry
2 Kerry/DNC
1 DNC (l)
1 Bush
1 Bush/RNC (l)
1 Michels for Senate
1 Feingold for Senate
1 Wirch for State Senate
 		missing
 7:00 a.m. to 8:00 a.m.

8 political ads:
1 Kerry/DNC
3 Bush/RNC
1 Feingold for Senate (a)
1 Michels for Senate
1 Wirch for State Senate
1 Yes on the Casino
 		7:00 a.m. to 8:00 a.m.

9 political ads:
1 Kerry (e)
2 Bush/RNC (b,e)
1 PFAVF (30)
2 Michels for Senate
1 Feingold for Senate (e)
1 No on the Casino
1 Yes on the Casino

 		7:00 a.m. to 8:00 a.m.
32+: 2 60-sec ads, 28 30-sec ads and 1 10-sec ad
18 political ads (20 equiv.):
2 Kerry (b,a)
1 DNC
2 LCV
1 SEIU COPE
4* Bush/RNC (b,a,c*,c*)
1 PFAVF (30)
3 Michels for Senate
1 Feingold for Senate (c)
1 Wirch for State Senate
1 No on the Casino
1 Yes on the Casino
8:00 a.m. to 9:00 a.m

8 political ads:
1Kerry
1 DNC (l)
1 Bush
2 Bush/RNC (l,m)
1 PFAVF
2 Michels for Senate
 		missing
 8:00 a.m. to 9:00 a.m

13 political ads:
2 Kerry (2h)
1 Kerry/DNC
1 DNC
1 Stronger America Now (b)
1 UAW V-CAP
1 Bush/RNC
1 PFAVF
1 Feingold for Senate (h)
2 Michels for Senate
1 No on the Casino
1 Yes on the Casino

 		8:00 a.m. to 9:00 a.m.

10 political ads (11 equiv.):
1 Kerry (f)
1 DNC
2 Bush/RNC (e,b)
1 RNC (e)
1* PFAVF (60*)
1 Michels for Senate
1 Feingold for Senate (f)
1 Wirch for State Senate
1 Yes on the Casino
 		8:00 a.m. to 9:00 a.m.
34+:1 60-sec ad, 32 30-sec ads and 1 10-sec ad
19 political ads (20 equiv.):
2 Kerry (a,b)
1 DNC
1 SEIU COPE
1 Stronger America Now (b)
6 Bush/RNC (b,a,a,a,a,b)
1* PFAVF (60*)
1 American Family Voices
4 Michels for Senate
1 No on the Casino
1 Yes on the Casino
12:00 p.m. to 12:30 p.m.

6 political ads:
1 Kerry
1 DNC (m)
1 Bush/RNC (l)
1 PFAVF
1 Michels for Senate
1 Feingold for Senate
 		12:00 p.m. to 12:30 p.m.

4 political ads:
1 Kerry
1 PFAVF
1 Michels for Senate
1 Feingold for Senate
 		12:00 p.m. to 12:30 p.m.

8 political ads:
1Kerry (f)
1 DNC
1 Stronger America Now (b)
1 Bush/RNC
1 PFAVF
1Feingold for Senate (h)
1 Michels for Senate
1 No on the Casino
 		12:00 p.m. to 12:30 p.m.

9 political ads:
1 Kerry (e)
1 Kerry/DNC
1 Bush/RNC (b)
1 RNC (f)
1 PFAVF (30)
1 Michels of Senate
1 Feingold for Senate (f)
1 Wirch for State Senate
1 No on the Casino
 		12:00 p.m. to 12:30 p.m.
18: 2 60-sec ads and 14 30-sec ads
13 political ads:
2 Kerry (b,a)
1 LCV
2 SEIU COPE
1 Bush/RNC (b)
1 American Family Voices
3 Michels for Senate
1 Feingold for Senate (b)
1 Wirch for State Senate
1 No on the Casino
missing 5:00 p.m. to 6:00 p.m.

11 political ads:
2 Kerry
2 Kerry/DNC
1 DNC
2 Bush/RNC
2 PFAVF
2 Feingold for Senate
 		baseball playoffs...
missing
 		5:00 p.m. to 6:00 p.m.

22 political ads:
2 Kerry (e,f)
2 Stronger America Now (a,a)
4 DNC
2 Bush/RNC (b,e)
1 RNC (f)
2 Michels for Senate
2 Feingold for Senate (f,e)
3 Wirch for State Senate
2 No on the Casino
2 Yes on the Casino
 		5:00 p.m. to 6:00 p.m.
30: 29 30-sec ads and 2 15-sec ads
25 political ads:
2 Kerry (a,b)
2 DNC
2 LCV
2 SEIU COPE
2 Stronger America Now  (b,a)
2 Bush/RNC (b,b)
3 Michels for Senate
2 Feingold for Senate (b,c)
2 Wirch for State Senate
2 No on the Casino
4 Yes on the Casino
missing 6:00 p.m. to 6:30 p.m.

7 political ads:
1 Kerry
1 Kerry/DNC
1 DNC
1 Bush/RNC
1 Feingold for Senate
1 Michels for Senate
1 Wirch for State Senate
 		missing 6:00 p.m. to 6:30 p.m.

10 political ads:
1 Kerry (e)
2 DNC
1 Stronger America Now (b)
1 Bush/RNC (b)
1 Michels for Senate
1 Feingold for Senate (f)
1 Wirch for State Senate
1 No on the Casino
1 Yes on the Casino

 		6:00 p.m. to 6:30 p.m.
17 30-sec ads
10 political ads:
1 Kerry (c)
1 DNC
1 LCV
1 SEIU COPE
1 Bush/RNC (b)
2 Michels for Senate
1 No on the Casino
2 Yes on the Casino
missing missing missing 9:00 p.m. to 10:00 p.m.

15 political ads 16 equiv.):
1 Kerry (f)
2 DNC
1 Stronger America Now (a)
2 Bush/RNC (b,b)
2 RNC (f,e)
1* PFAVF (60*)
1 Feingold for Senate (e)
2 Wirch for State Senate
2 No on the Casino
1 Yes on the Casino

 		9:00 p.m. to 10:00 p.m.
30 30-sec ads
18 political ads:
1 Kerry (b)
2 DNC
2 LCV
1 SEIU COPE
2 Bush/RNC (b,a)
4 Michels for Senate
2 Wirch for State Senate
3 No on the Casino
1 Yes on the Casino
missing missing missing 10:00 p.m. to 10:30 p.m.

6 political ads (7 equiv.):
1 Bush/RNC (e)
1* PFAVF (60*)
1 Feingold for Senate (g)
1 Wirch for State Senate
1 No on the Casino
1 Yes on the Casino
 		10:00 p.m. to 10:30 p.m.
15 *: 1 60-sec ad and 13 30-sec ads
9 political ads (10 equiv.):
1 Kerry (b)
1 DNC
1 SEIU COPE
1 Bush/RNC (a)
1* PFAVF (60*)
2 Michels for Senate
1 No on the Casino
1 Yes on the Casino
*note this may be missing
the ads from the last ad break
(tape cut off abruptly)
Notes: The National Republican Senatorial Committee ran Michels ads and the Democratic Party of Wisconsin ran Feingold ads, not distiguished above (they were the same ads the campaign only with a different disclaimer at the end.


Details
Nov. 1, 2004 - This sample of 7 1/2 hours of news had ads totaling 124.5 minutes (a bit over 2 hours or 27.6 percent of the time; this does not include promos for other programs on the station)).  The sample included 154 political ads from 13 different groups totaling 79.0 minutes.  Thus 17.6 percent of the broadcast time consisted of political ads.  Exactly half of these ads related to the presidential race (77 of the 154 political ads).  There were 54 ads totaling 27 minutes from Kerry and allies and 23 ads totaling 13.5 minutes from Bush and one ally.  There were also 37 ads (18.5 minutes) from the Senate race, mostly from the Republican candidate Michels (all the same ad featuring Rudy Giuliani, some paid for by NRSC), 30 ads (15 minutes, roughly evenly split between yes and no) on a Kenosha casino measure, and 7 ads (3.5 minutes) run by the Wisconsin Education Association Council PAC attacking a Republican State Senate candidate.

Oct. 25, 2004 - This sample of 7 1/2 hours of news included 111 political ads from 11 different groups totaling 57.0 minutes.  Thus 12.7 percent of the broadcast time consisted of political ads.  53 of the 111 political ads (47.7 percent) were related to the presidential race.  The remainder included roughly equal numbers of ads from the Senate campaigns (Michels again using just one ad and Feingold using several), roughly equal numbers of ads on each side of the Kenosha casino, and the WEAC PAC attack ad.

Oct. 18, 2004 - Due to the baseball playoffs the sample is 4 1/2 hours of news consisting of the morning block of 4 hours and the noon broadcast.  It included 49 political ads totaling 24.5 minutes from a dozen entities.  Thus 9.1 percent of the broadcast time consisted of political ads.  19 of the 49 political ads (38.8 percent) were related to the presidential race. 

Oct. 11, 2004 - Due to recording error this sample includes only 2 hours of news.  The 2 hours included 22 political ads totaling 11 minutes from 7 different groups.  9.2 percent of the broadcast time consisted of political ads.   14 of the 22 political ads were related to the presidential race.

Oct. 4, 2004 - Due to recording error this sample includes 4 1/2 hours of news consisting of the morning block of 4 hours and the noon broadcast.  It included 36 political ads totaling 18 minutes.  6.7 percent of the broadcast time consisted of political ads.   23 of the 36 political ads were related to the presidential race.


>To get a sense of how representative the above FOX sample is, three hours of local news on TMJ 4 (NBC) for the morning of Nov. 1, 2004 were viewed.  Findings: 

5:00 a.m. to 6:00 a.m.
11 political ads:
1 Kerry
1 DNC
2 LCV
2 Michels for Senate
1 Feingold for Senate
1 WEAC PAC (Wirch for Senate)
1 WMC Issues Mobilization Council, Inc /
WI Chamber of Commerce (against Wirch)
1 No on the Casino
1 Yes on the Casino		 6:00 a.m. to 7:00 a.m.
12 political ads:
1 Kerry
1 DNC
2 Bush/RNC
1 PFAVF (:60)
2 Michels for Senate
1 Feingold for Senate
1 WEAC PAC (Wirch for Senate)
1 Yes on the Casino
1 No on the Casino
1 American Family Voices
 11:00 a.m. to 12:00 a.m.
19 political ads:
1 Kerry
2 DNC
2 LCV
1 SEIU COPE
4 Michels for Senate
2 Feingold for Senate
2 WEAC PAC (Wirch for Senate)
1 WMC Issues Mobilization Council, Inc /
WI Chamber of Commerce (against Wirch)
2 Yes on the Casino
2 No on the Casino

This sample of three hours of news included 42 political ads totaling 21.5 minutes.  11.9 percent of the broadcast time consisted of political ads.  15 of the 42 political ads were related to the presidential race (35.7 percent).  The TMJ 4 sample included one advertiser not seen in the FOX sample, the WMC Isues Mobilization Council, Inc./ Wisconsin Chamber of Commerce, which ran an ad against Wirch.



 Copyright © 2005  Eric M. Appleman/Democracy in Action.