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Many of these ad watches follow a widely recommended strategy for critical assessment of campaign advertising: presenting evidence of how accurately the claims made in an ad match the truth. Important elements also include playing the ad within a frame and labeling it so your viewers understand that it is the subject of a news piece, and freezing the ad at appropriate times for data/voice-over commentary.
Ad Watches: All Systems Go!
One thing all successful ad watch producers have in common is they create systems to make the production of these segments as easy as possible. Deb Halpern Wenger pulled together some tips from the experts, plus ideas for getting outside help for checking the facts.
» click to view
Ad Watch Labels
Working on ad watches but not sure how to label the claims? Here are some criteria that can help you understand the difference between False and Misleading. Contributed by Mike Cate & Robert Mak (KING), Brooks Jackson (CNN), and Michael Geeser (KLAS).
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 School Vouchers Ad Watch
Greenville, SC
watch clip|clip run time » 3:47
WYFF reporter Brad Willis dissects a campaign ad in which Governor Jim Hodges criticizes Republican Mark Sanford's proposed school voucher plan.
Truth Checking the Lottery
Greenville, SC
watch clip|clip run time » 6:58
view resource: [Acrobat PDF: 1 p., 48 K]
Brad Willis uses the Truth Check technique to examine whether South Carolina's education lottery is working the way proponents said it would. Is the money going where voters were told it would go?
Ad Watch: Guns on School Grounds
WESH  Orlando, Florida
watch clip|clip run time » 2:27
In one of a series of ad watches from the 2002 congressional campaign, reporter Greg Fox looks at a claim that Florida House Speaker Tom Feeny supported allowing guns on school campuses.
Reality Check: Teacher Salaries
KING Seattle, WA
watch clip|clip run time » 4:24
There's constant debate about teacher salaries and how to keep them in line with inflation. In this Reality Check report, Robert Mak looks at the average Seattle teacher's salary and pay raises compared with inflation over a ten year teaching career.
Reality Check: Gas Tax
KING Seattle, WA
watch clip|clip run time » 1:46
Reporter Robert Mak of KING compares what the Governor says his proposed "gas tax" will cost with U.S. Department of Transportation figures - and reports on the difference.
Ref. 51 Safety Issues
KING Seattle, WA
watch clip|clip run time » 3:16
In this "Reality Check" segment, Robert Mak looks at Referendum 51. Although it's being pushed as a safety package, Mak finds that only roughly one percent of the budget actually will go to road safety. The reality is that the referendum was created to help with traffic and congestion, but is being sold as a safety package to gain support.
Reality Check: Cantwell PAC Money
KING Seattle
watch clip|clip run time » 4:04
Reporter Robert Mak of KING examines Senator Maria Cantwell's fundraising efforts to see if she stayed true to her promise not to accept money from special interest groups.
Cow Gas: The Ad Watch
Wisconsin Public Television  : Madison, Wisconsin
air date » Sept.98
clip run time » 5:19
When Mark Neumann ran a 1998 campaign commercial that charged Wisconsin Senator Russ Feingold with wasting money on cow gas research, WPT took the opportunity for a lesson in methane. In addition to testing the accuracy of the claims made in the ad, reporter Art Hackett also reached a little deeper, so to speak, into the sources of cow gas. His explanation of the background and significance of methane production clarified an issue that had been spoofed in the ad.
In-Studio Ad Watch Analysts
KIXE Redding, California
clip run time » 3:41
Because the issues in campaigns, and in campaign ads, can be so complicated, some stations turn to experts for advertisement analysis. KIXE, a PBS station serving several counties in northern California, shared this example of their studio roundtable with guest analysts.
Ad Testimonials Supporting the Governor
KING Seattle, Washington
clip run time » 2:30
Sometimes it pays to check not only whats being said in a campaign ad, but whos saying it. Two commercials endorsing Washington Governor Gary Locke had testimonials from a housewife and from a police officer. Report Robert Mak discovers they might not be exactly what they appear to be.
Ensign/Bernstein Ad Watch (abortion)
KTNV  Las Vegas, Nevada
clip run time » 2:26
Reporter Michael Geeser brings us an ad produced by the Nevada State Democratic Party against Senate candidate John Ensign. It focuses on the question of abortion in cases of rape or incest. Geeser shows us that when the ads only tell part of the story, they are a perfect subject for a newsroom truth check.
Embarrassing Secret #3
KTNV Las Vegas, Nevada
clip run time » 1:48
Sometimes negative ads will use some pretty sneaky stratgies to knock the opposing candidate. Reporter Michael Geese finds a surprisingly simple example: a county commissioner race featured three ads by Chip Maxfield. Called Lois Tarkanians Embarrassing Secret, they are numbered 3, 5, and 8. Geeser points out that this misleadingly suggests another five secrets (and that the claims within are not completely accurate).
Al Gore Biographical Ad
KING Seattle, Washington
clip run time » 0:52
Al Gore ran a personality ad that featured his time in Vietnam, his marriage, and Senate career. This clip is an example of how analysts can help illustrate certain points about the strategy of an ad (in this case, distancing himself from Bill Clinton).
Fact-checking a Billboard
WESH Orlando, Florida
clip run time » 2:29
Reporter Greg Fox has done a series of ad watches for Floridas 2002 election. In this clip, he looks at a billboard advertisement for one of the candidates in the Attorney General race. Its a good reminder to look beyond just television ads for possible distorted messages from the campaigns a lot of people see these billboards too. Fox also uses a distinctive truth meter graphic, which is another style to consider instead of the stamp graphics.
Casey/Rendell Ad Watch
Lancaster, Pennsylvania
clip run time » 2:31
This ad watch in the Democratic primary race for Pennsylvanias governor has a little bit of everything. Reporter Kim Lemon uses bites from the candidates to explain the positions of Ed Rendell and Bob Casey on issues like the minimum wage, patients bill of rights, and prescription drug coverage. At the end of this piece, a political analyst explains whether the ad is effective.
Police Pay Referendum
KDFW  Dallas, Texas
clip run time » 4:35
Reporter Paul Adrian clarifies a ballot initiative to increase pay for police and firefighters. A number of claims were made by raise supporters, regarding how Dallas police pay compared to other area communities. Adrian uses graphics well to illustrate the truth behind this initiative, addressing both television commercials, print ads, and statements made by public officials.
Medicare Ad Watch
CNN  Washington, D.C.
clip run time » 3:32
The 2000 presidential care included dozens of political ads focusing on Medicare, prescription drugs, and other health-related plans. With so many voters identifying health care policy as a major influence on their vote, CNNs Brooks Jackson digs a little deeper into the claims made by the Gore and Bush campaigns in their commercials.
Bush Ad Watch: No Changes
CNN Washington, D.C.
clip run time » 1:32
In one of a series of ad watches from the 2000 presidential campaign, Brooks Jackson provides more information on claims made by George W. Bush. This piece is a good example of using rather flexible labels as graphics: instead of limiting himself to the black-or-white True and False, Jackson often uses the word Actually. That stamps enough to grab the viewers attention, and lets the reporter fill in the blanks.
Inslee/McDonald Ad Watch (timber lobby)
KING Seattle, Washington
run time » 5:00
This ad is by Jay Inslee, a Washington State congressman, and it makes claims about his opponent, Dan McDonald. Reporter Robert Mak checks the facts on the amount of money contributed to McDonalds campaign by timber and tobacco lobbyists, and whether he voted to allow guns on school grounds. The report is a good example of an ad watch that isolates each claim and does the research to fully identify its accuracy.
How to Do an Ad Watch
KING Seattle, Washington
clip run time » 23:15
Weve often used ad watches from KING in Seattle as excellent examples of this particular format. Reporter Robert Mak and producer Mike Cate created a how-to piece for us: in this anatomy of an ad watch, youll get tips on research, preparing graphics, working with the candidates, and ideas for different approaches to commercials. Reponse to KINGs ad watches in 2000 was so strong (high ratings, lots of email comments), they actually repackaged many of their ad watches into a successful hour-long special!
Cantwell/Gorton Ad Watch (42 votes)
KING Seattle, Washington
run time » 2:37
KINGs political ad watches are notable for their clarity and organization. In the Cantwell/Gorton piece, well-designed graphics render a fairly complicated project (examining a claim involving 42 separate votes) into an accessible story.
Koster/Larsen Ad Watch (salary increase)
KING Seattle, Washington
run time » 3:22
This clip is a great example of the sometimes surprising results you can get if you ask the candidates about their own ads. This Republican ad attacking the Democratic candidate in a Washington congressional race in 2000. When questioned about a statement that reporter Robert Mak concluded was inaccurate, the Republican candidate does admit on camera that if its not factual, its not fair.
Attorney General Ad Watches
KVUE Austin, Texas
air date » Oct.98
Mattox clip run time » 2:03
Cornyn clip run time » 1:51
Two examples of this Austin stations approach to ad watches, by reporter Danny Hermosilla.
Two Ballot Ad Watches
Salinas, California
air date » 4.Feb.00
No on 30/31 run time » 1:34
air date » 23.Feb.00
Yes on 26 run time » 1:18
Two examples of this California stations truth check reports by Casey Smith. There is good use of graphics to denote True or Misleading claims, or to point out additional information that You Ought To Know. Quick and easy to understand, these clips show that ballot measure truth checks need not be terribly elaborate, just accurate and with a bit of extra information to help the viewers understand the proposal.
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Forbes/Bush
Bradley/Gore
Bush/McCain |
Presidential Campaign Ad Watches
WGBH Boston, Massachusetts
air date » 12.Jan.00
Forbes/Bush » 1:05
air date » 26.Jan.00
Bradley/Gore » 0:57
air date » 9.Feb.00
Bush/McCain » 1:56
With the volume of ads launched during some weeks of the campaign season, it can be difficult for a reporter on a truth check beat to tackle them all. WGBH experimented by pairing campaign ads from candidates of the same party, during the primaries.
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