Political Ads vs. News as Sources of Issue Information.

A study reexamined survey data collected in late October 1984 in order to test the validity of the generalization that people are influenced more by television ads than they are by television news. Sampling was based on random digit dialing in Dane County, Wisconsin, and 416 interviews conducted by telephone. Data analysis indicated that the contribution of television news to issue awareness is relatively insignificant, and that television advertising has even less effect on viewers than does the news. (The survey instrument plus references and data tables are appended.) (DF)