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Campaign Microtargeting and the Relevance of the Televised Political Ad

Several trends, both societal and technological, suggest that televised political advertising should be losing its position at the center of today's political campaign, but is this the case? Analyzing ad-tracking data from the 2000, 2004, and 2008 presidential nominating campaigns, I show that the use of televised political advertising has, if anything, increased over time. Although campaigns may be focusing more nowadays on micro-targeting and "ground war" tactics, they have far from abandoned the traditional 30-second political spot.