Illinois snapshot…
Typical 30 Minute Broadcast Breakdown
*Note: The five-state average does not include data
from Springfield because advertising data was not available for the
market.
- Between October 7 and November 6, the UW NewsLab found that
426 election-related stories aired in Chicago, while 362 election-related
stories ran in Springfield during the early- and late-evening newscasts
captured in the study. These included stories that were primarily
about campaigns and elections and stories that either tangentially
included elections or that mentioned a candidate running for office
- Within the timeframe, 1,104 paid political ads ran during
Chicago newscasts captured in the study.
-more-
- In coverage of elections, 77 percent of stories in Chicago
focused on strategy and horserace, while 10 percent of stories focused
on issues. In Springfield, 61 percent of stories focused on strategy
and horserace, while 19 percent of stories focused on issues.
- 38 percent of election stories in Chicago were aired in the
final week before Election Day. In Springfield, 32 percent of stories
aired in the final week.
Statement from Cindi Canary of the Illinois Campaign for Political
Reform
The findings of the Midwest News Index uncover what’s become
an unfortunate reality of modern day elections. Voters relying on
the local evening newscasts for information about candidates and elections
simply need to start looking elsewhere.
Earlier this month, the Chicago Tribune reported that an estimated
$40 million was spent on political ads in the Chicago market. To add
insult to injury, the MNI reports that a staggering 77 percent of
election stories that did run in Chicago focused on campaign strategy
and polls. Illinois voters want and deserve more than the latest poll
results followed by eight campaign commercials in the critical weeks
leading up to an election.
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