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Media Tenor's Presidential Campaign Watch
2008-04-04

Media support for McCain's economic platform decreases | The Democratic race: Obama is ahead - but not convincing

New York, April 4, 2008: Increasing media pressure concerning economic issues may create a problem for Senator McCain's future campaign. "In the beginning of this week Senator McCain has lost media support," says Markus Rettich, head of politics at Media Tenor International. Media Tenor's analysis includes Thursday night's news shows. Detailed analysis showed that McCain's economic platform was negatively rated. "Media Tenor's long term analysis supports this finding," Rettich explains. "McCain, who had an almost balanced rating in February, dramatically lost media support in March." The share of positive statements about his economic platform decreased from almost 10% to less than 2%.

On the Democratic side, Barack Obama has regained media support in the beginning of this week: in network coverage one out of five statements was positive. Last week's pressure on Hillary Clinton has decreased, but she has not gained momentum. Obama has lost his solid lead in the polls, but media trend analysis shows him ahead of Clinton in early April. However, this lead is primarily due to horse race issues. "Speculation that Obama might be the stronger candidate might push him to win the Democratic nomination," Rettich says, "but he certainly needs a convincing platform if he wants to win the general election." He adds: "Media coverage suggests that none of the three major candidates have convincing answers to the current problems of the nation."

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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