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Media Tenor?s Presidential Campaign Watch
2008-02-01

Florida did not end ?Obamania? in network news - McCain is the frontrunner, but still doubted

As Super Tuesday approaches, Media Tenor?s content analysis of the networks? campaign show Obama and McCain as TV front runners. ?The Florida results have not ended the boost for Obama so far?, said Roland Schatz, President of Media Tenor International. Media Tenor?s content analysis included network news coverage until January 30. Obama has not only received positive horse race remarks but was rated positively on previously problematic issues: platform and leadership. ?Obama started to close the ?experience gap??, Schatz explains, ?and we?ll see whether Thursday?s partisan debate will prolong or change this trend.? As Media Tenor analysis from previous elections has repeatedly shown, a continuous media boost might help Obama on Super Tuesday.

On the Republican side, Senator McCain has emerged as the frontrunner after the Florida Primary ? but he?s not an undoubted frontrunner. Taking this week?s and last week?s data into account, detailed analysis of the last two weeks? coverage shows that: If policy issues were mentioned, his platform is still doubted. ?McCain has not shaken off Romney?, Schatz says.

Looking back on the candidacies of John Edwards and Rudolf Giuliani, Schatz stresses the importance of media awareness for modern campaigning. Both candidates suffered from a lack of media attention during the weeks before the Florida primary. Spending in campaign activities has obviously not helped to counter the impact of the media. As Roland Schatz states: ?It?s all about the money? Not necessarily!?

For the third time, International Media analysis company Media Tenor is offering a detailed analysis of the U.S. presidential campaign. TV news coverage of the leading Presidential contenders is scrutinized at a detailed level. ?The methodology was developed 15 years ago and has been successfully used not only to analyze the 2000 and 2004 U.S. Presidential campaigns but also for International politics as well,? Schatz explains. Media Tenor?s Presidential Campaign Watch focuses not only on Candidate standings, but also on topics and sources, while adding on an international perspective. Results of Media Tenor studies will be regularly published on MediaChannel.org.

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