Measuring Exposure to Political Advertising in Surveys - College of ...

Polit BehavTable 4 continuedIndependent variable Dependent variable# days in past week talked about politics # issues recognize that candidates have talked aboutDaypart Typical day Shows Daypart Typical day ShowsPolitical knowledge .036 (.123) .038 (.120) .131 (.097) .184 (.077)* .150 (.075)* .128 (.060)*Logged exposure tonegative advertising (daypart method)Logged exposure to negativeadvertising (daypart method) ·Political knowledgeLogged exposure tonegative advertising (typical day)Logged exposure to negativeadvertising (typical day) ·Political knowledgeLogged exposure to negativeadvertising (shows)Logged exposure to negativeadvertising (shows) ·Political knowledge.055 (.083) .038 (.053).012 (.025) .009 (.016).106 (.087) .016 (.056). .013 (.027) .000 (.017).021 (.071) .013 (.044).008 (.022) .006 (.014)Mobilized by parties .076 (.095) .081 (.095) .187 (.093)* .215 (.060)** .217 (.060)** .313 (.058)**Strength of party identification .271 (.079)** .268 (.079)** .111 (.080) .234 (.051)** .233 (.051)** .159 (.049)**Total negative spots in market .0003 (.0002) .0004 (.0002)# .0000 (.0002) .0002 (.0001) .0001 (.0001) .0002 (.0001)#Georgia .122 (.210) .080 (.211) .321 (.224) .180 (.132) .204 (.133)# .133 (.140)Illinois .006 (.238) .008 (.236) .115 (.249) .156 (.150) .168 (.149) .172 (.156)123