Some districts harder to track than others, but not many competitive races are affected
(MIDDLETOWN, CT) July 24, 2019 – The Wesleyan Media Project obtains ad data from Kantar Media/CMAG, which represents the most comprehensive and systematic collection on the content and targeting of political advertisements.
There is, however, one feature of Kantar’s data that we want to highlight for our data users: each media market in the country is either a “discovery” market or a “non-discovery” market. Discovery markets have technology that allows them to compare new sound wave patterns from ads to the existing database to determine whether an ad is one the system has heard before. If the ad is new, then it adds it to the database.
Markets that do not have this capability (i.e., non-discovery or tracking markets) can only record instances of ads that are already in the system. Kantar has distributed discovery markets such that there is at least one discovery market for each state (and frequently multiple markets based typically on population size), but we sometimes find that, for example, congressional races that are in small markets may not always have advertising in Kantar’s dataset because the ads ran only in non-discovery markets. This should be less of a problem for statewide campaigns and product advertising, but it can be an issue for congressional and local races.
The Wesleyan Media Project has obtained and is providing here information on the discovery status of all 210 media markets for each election cycle since 2010. Table 1 shows a breakdown of the number of markets that are discovery and non-discovery from 2010 to 2018. A market-level breakdown is available in Table 2. While we have data for each election cycle, we do not have the exact dates that the status of markets switched (i.e., from non-discovery to discovery).
Table 1: Discovery vs. Non-Discovery Market Counts 2010 – 2018
| Election Cycle | Discovery Markets | Non-Discovery Markets |
|---|---|---|
| 2010 | 123 | 87 |
| 2012 | 125 | 85 |
| 2014 | 125 | 85 |
| 2016 | 126 | 84 |
| 2018 | 134 | 76 |
Table 2: Media Market Discovery Status 2010 – 2018
| DMA | Media Market | Dominant State* | 2010 | 2012 | 2014 | 2016 | 2018 | Status |
|---|---|---|---|---|---|---|---|---|
| 743 | Anchorage AK | AK | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 745 | Fairbanks AK | AK | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 747 | Juneau AK | AK | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 630 | Birmingham AL | AL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 606 | Dothan AL | AL | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 691 | Huntsville AL | AL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 686 | Mobile AL | AL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 698 | Montgomery AL | AL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 670 | Fort Smith AR | AR | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 734 | Jonesboro AR | AR | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 693 | Little Rock AR | AR | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 753 | Phoenix AZ | AZ | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 789 | Tucson AZ | AZ | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 771 | Yuma AZ | AZ | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 800 | Bakersfield CA | CA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 868 | Chico CA | CA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 802 | Eureka CA | CA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 866 | Fresno CA | CA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 803 | Los Angeles CA | CA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 828 | Monterey CA | CA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 804 | Palm Springs CA | CA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 862 | Sacramento CA | CA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 825 | San Diego CA | CA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 807 | San Francisco CA | CA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 855 | Santa Barbara CA | CA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 752 | Colorado Springs CO | CO | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 751 | Denver CO | CO | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 773 | Grand Junction CO | CO | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 533 | Hartford CT | CT | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 571 | Fort Myers FL | FL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 592 | Gainesville FL | FL | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 561 | Jacksonville FL | FL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 528 | Miami FL | FL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 534 | Orlando FL | FL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 656 | Panama City FL | FL | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 530 | Tallahassee FL | FL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 539 | Tampa FL | FL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 548 | West Palm Beach FL | FL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 525 | Albany GA | GA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 524 | Atlanta GA | GA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 520 | Augusta GA | GA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 522 | Columbus GA | GA | 0 | 0 | 0 | 1 | 1 | Discovery in 2016 |
| 503 | Macon GA | GA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 507 | Savannah GA | GA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 744 | Honolulu HI | HI | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 637 | Cedar Rapids IA | IA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 679 | Des Moines IA | IA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 631 | Ottumwa IA | IA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 624 | Sioux City IA | IA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 757 | Boise ID | ID | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 758 | Idaho Falls ID | ID | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 760 | Twin Falls ID | ID | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 648 | Champaign IL | IL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 602 | Chicago IL | IL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 682 | Davenport IA | IL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 632 | Paducah KY | IL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 675 | Peoria IL | IL | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 717 | Quincy IL | IL | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 610 | Rockford IL | IL | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 649 | Evansville IN | IN | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 509 | Fort Wayne IN | IN | 0 | 1 | 1 | 1 | 1 | Discovery in 2012 |
| 527 | Indianapolis IN | IN | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 582 | Lafayette IN | IN | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 588 | South Bend IN | IN | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 581 | Terre Haute IN | IN | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 605 | Topeka KS | KS | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 678 | Wichita KS | KS | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 736 | Bowling Green KY | KY | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 541 | Lexington KY | KY | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 529 | Louisville KY | KY | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 644 | Alexandria LA | LA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 716 | Baton Rouge LA | LA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 642 | Lafayette LA | LA | 0 | 1 | 1 | 1 | 1 | Discovery in 2012 |
| 643 | Lake Charles LA | LA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 628 | Monroe LA | LA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 622 | New Orleans LA | LA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 612 | Shreveport LA | LA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 506 | Boston MA | MA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 543 | Springfield MA | MA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 512 | Baltimore MD | MD | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 576 | Salisbury MD | MD | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 537 | Bangor ME | ME | 0 | 0 | 0 | 0 | 1 | Discovery in 2018 |
| 500 | Portland ME | ME | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 552 | Presque Isle ME | ME | 0 | 0 | 0 | 0 | 1 | Discovery in 2018 |
| 583 | Alpena MI | MI | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 505 | Detroit MI | MI | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 513 | Flint MI | MI | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 563 | Grand Rapids MI | MI | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 551 | Lansing MI | MI | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 553 | Marquette MI | MI | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 540 | Traverse City MI | MI | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 676 | Duluth MN | MN | 0 | 0 | 0 | 0 | 1 | Discovery in 2018 |
| 737 | Mankato MN | MN | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 613 | Minneapolis MN | MN | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 611 | Rochester MN | MN | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 604 | Columbia MO | MO | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 603 | Joplin MO | MO | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 616 | Kansas City MO | MO | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 619 | Springfield MO | MO | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 638 | St. Joseph MO | MO | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 609 | St. Louis MO | MO | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 746 | Biloxi MS | MS | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 673 | Columbus MS | MS | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 647 | Greenwood MS | MS | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 710 | Hattiesburg MS | MS | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 718 | Jackson MS | MS | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 711 | Meridian MS | MS | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 756 | Billings MT | MT | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 754 | Butte MT | MT | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 798 | Glendive MT | MT | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 755 | Great Falls MT | MT | 0 | 0 | 0 | 0 | 1 | Discovery in 2018 |
| 766 | Helena MT | MT | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 762 | Missoula MT | MT | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 517 | Charlotte NC | NC | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 518 | Greensboro NC | NC | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 545 | Greenville NC | NC | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 560 | Raleigh NC | NC | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 550 | Wilmington NC | NC | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 724 | Fargo ND | ND | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 687 | Minot SD | ND | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 722 | Lincoln NE | NE | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 740 | North Platte NE | NE | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 652 | Omaha NE | NE | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 790 | Albuquerque NM | NM | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 839 | Las Vegas NV | NV | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 811 | Reno NV | NV | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 532 | Albany NY | NY | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 502 | Binghamton NY | NY | 0 | 0 | 0 | 0 | 1 | Discovery in 2018 |
| 514 | Buffalo NY | NY | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 565 | Elmira NY | NY | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 501 | New York NY | NY | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 538 | Rochester NY | NY | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 555 | Syracuse NY | NY | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 526 | Utica NY | NY | 0 | 0 | 0 | 0 | 1 | Discovery in 2018 |
| 549 | Watertown NY | NY | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 515 | Cincinnati OH | OH | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 510 | Cleveland OH | OH | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 535 | Columbus OH | OH | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 542 | Dayton OH | OH | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 558 | Lima OH | OH | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 547 | Toledo OH | OH | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 554 | Wheeling WV | OH | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 536 | Youngstown OH | OH | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 596 | Zanesville OH | OH | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 650 | Oklahoma City OK | OK | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 657 | Sherman TX | OK | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 671 | Tulsa OK | OK | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 821 | Bend OR | OR | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 801 | Eugene OR | OR | 0 | 0 | 0 | 0 | 1 | Discovery in 2018 |
| 813 | Medford OR | OR | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 820 | Portland OR | OR | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 516 | Erie PA | PA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 566 | Harrisburg PA | PA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 574 | Johnstown PA | PA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 504 | Philadelphia PA | PA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 508 | Pittsburgh PA | PA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 577 | Wilkes Barre PA | PA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 521 | Providence RI | RI | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 519 | Charleston SC | SC | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 546 | Columbia SC | SC | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 567 | Greenville SC | SC | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 570 | Myrtle Beach SC | SC | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 764 | Rapid City SD | SD | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 725 | Sioux Falls SD | SD | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 575 | Chattanooga TN | TN | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 639 | Jackson TN | TN | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 557 | Knoxville TN | TN | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 640 | Memphis TN | TN | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 659 | Nashville TN | TN | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 531 | Tri-Cities TN | TN | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 662 | Abilene TX | TX | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 634 | Amarillo TX | TX | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 635 | Austin TX | TX | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 692 | Beaumont TX | TX | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 600 | Corpus Christi TX | TX | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 623 | Dallas TX | TX | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 765 | El Paso TX | TX | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 636 | Harlingen TX | TX | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 618 | Houston TX | TX | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 749 | Laredo TX | TX | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 651 | Lubbock TX | TX | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 633 | Odessa TX | TX | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 661 | San Angelo TX | TX | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 641 | San Antonio TX | TX | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 709 | Tyler TX | TX | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 626 | Victoria TX | TX | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 625 | Waco TX | TX | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 627 | Wichita Falls TX | TX | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 770 | Salt Lake City UT | UT | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 584 | Charlottesville VA | VA | 0 | 0 | 0 | 0 | 1 | Discovery in 2018 |
| 569 | Harrisonburg VA | VA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 544 | Norfolk VA | VA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 556 | Richmond VA | VA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 573 | Roanoke VA | VA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 511 | Washington DC | VA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 523 | Burlington VT | VT | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 819 | Seattle WA | WA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 881 | Spokane WA | WA | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 810 | Yakima WA | WA | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 658 | Green Bay WI | WI | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 702 | La Crosse WI | WI | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 669 | Madison WI | WI | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 617 | Milwaukee WI | WI | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 705 | Wausau WI | WI | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 559 | Bluefield WV | WV | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 564 | Charleston WV | WV | 1 | 1 | 1 | 1 | 1 | Always discovery |
| 598 | Clarksburg WV | WV | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 597 | Parkersburg WV | WV | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 767 | Casper WY | WY | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| 759 | Cheyenne WY | WY | 0 | 0 | 0 | 0 | 0 | Always non-discovery |
| *Primary state covered by the media market. Many media markets cover multiple states. Click here to download the file as a .csv. |
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The Impact on Ad Tracking
As mentioned above, this discovery market issue is not likely to have much of an impact on analyses of statewide advertising efforts (presidential, U. S. Senate, gubernatorial, etc.) because any particular creative is likely to air in multiple markets, some of which are discovery. The presence of non-discovery media markets, then, is primarily a concern for U.S. House races, as well as for other local races such as mayor and for marketing efforts where the ad message is likely to differ by media market.
Table 3 lists congressional districts where greater than 50% of constituents lived in a non-discovery media market in 2016. We’ll illustrate the issue by looking specifically at Mississippi’s 4th district. This district lies almost entirely within the Hattiesburg and Biloxi media markets, which are both non-discovery markets. This means that political ads that air in these markets will only be recorded by Kantar Media/CMAG if they have already been “discovered” by another media market. So if the ads for the U.S. House race in this district only aired in the Hattiesburg and Biloxi media markets, Kantar would not have ANY record of those ads.
The table also lists the competitiveness of the congressional race in the district, with higher scores indicating the most competitive races. Most races were not very competitive and thus probably saw minimal television advertising, but a few races, such as those in Michigan’s 1st congressional district, were competitive and thus likely saw substantial advertising.
Table 3: Flagged Congressional Districts with Competitive Scores 2012-2016
| Congressional District | 2012 | 2014 | 2016 |
|---|---|---|---|
| TEXAS-19 | 1 | 1 | 1 |
| MICHIGAN-01 | 4 | 2 | 4 |
| TEXAS-13 | 1 | 1 | 1 |
| MISSISSIPPI-04 | 1 | 1 | 1 |
| OREGON-04 | 1 | 1 | 1 |
| NEBRASKA-03 | 1 | 1 | 1 |
| SOUTH CAROLINA-07 | 1 | 1 | 1 |
| KANSAS-02 | 1 | 1 | 1 |
| TEXAS-11 | 1 | 1 | 1 |
| LOUISIANA-05 | 1 | 1 | 1 |
| CALIFORNIA-01 | 1 | 1 | 1 |
| MONTANA-00 | 2 | 2 | 2 |
| NEW YORK-22 | 1 | 1 | 4 |
| MINNESOTA-01 | 1 | 1 | 1 |
| OREGON-02 | 1 | 1 | 1 |
| WASHINGTON-04 | 1 | 1 | 1 |
| WEST VIRGINIA-01 | 1 | 1 | 1 |
| WISCONSIN-03 | 1 | 1 | 1 |
| WISCONSIN-07 | 2 | 1 | 1 |
| IDAHO-02 | 1 | 1 | 1 |
| NEBRASKA-01 | 1 | 1 | 1 |
| WYOMING-00 | 1 | 1 | 1 |
| MAINE-02 | 1 | 3 | 4 |
| ILLINOIS-16 | 1 | 1 | 1 |
| WEST VIRGINIA-03 | 2 | 4 | 1 |
| NEW YORK-23 | 1 | 2 | 1 |
| NORTH CAROLINA-07 | 4 | 1 | 1 |
| IOWA-04 | 3 | 1 | 1 |
| MISSISSIPPI-01 | 1 | 1 | 1 |
| Note: Congressional districts where greater than 50% of constituents lived in a non-discovery media market in 2016. Competitive Scores come from CQ/Roll Call’s October pre-election ratings. 1 = safe seats, 2 = Democratic or Republican favored seats, 3 = Democratic or Republican leaning seats, 4 = Too-close-to-call races. |
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The exact boundaries of media markets are determined by Nielsen, and WMP does not have access to them through our contract with Kantar Media/CMAG. Therefore, we have approximated the media market boundaries with counties as building blocks using resources in the public domain, not the proprietary Nielsen database. Calculations here related to percent population in a particular congressional district and media market are approximations.
About This Report
The Wesleyan Media Project (WMP) provides real-time tracking and analysis of political advertising in an effort to increase transparency in elections. Housed in Wesleyan’s Quantitative Analysis Center – part of the Allbritton Center for the Study of Public Life – the Wesleyan Media Project is the successor to the Wisconsin Advertising Project, which disbanded in 2009. It is directed by Erika Franklin Fowler, associate professor of government at Wesleyan University, Michael M. Franz, professor of government at Bowdoin College and Travis N. Ridout, professor of political science at Washington State University. WMP staff include Laura Baum (Project Manager), Dolly Haddad (Project Coordinator) and Matthew Motta (Research Associate).
Periodic releases of data will be posted on the project’s website and dispersed via Twitter @wesmediaproject. To be added to our email update list, click here.
Please use our contact form to submit any questions or comments about this post.
