STUDY: Over 65% Of Clinton's Campaign Was Focused On Character, Not Issues
A new study covering the 2016 presidential race has confirmed what has been rumored for a long time. Hillary Clinton ran one of the worst advertising campaigns in modern history.
The researchers behind the study, Erika Franklin Fowler, Michael M. Franz, and Travis N. Ridout unearthed some interesting tidbits about Clinton's focus - or lack thereof - of certain states.
According to the study, Clinton did not run virtually any ads in Michigan or Wisconsin until just mere days before election day. She then proceeded to run over 10,000 ads between the two states combined. While President Trump didn't advertise heavily in those states, he still maintained some presence which could be theorized as a reason why Clinton performed poorly in those states.
Additionally, there were some startling statistics about the content of Clinton's advertisements.
The study alleges that 65% of Clinton's advertising time was focused on President Trump's character and personality as well as herself and her own character. About 10% of the time was essentially a mashup of policy issues and her talking about herself or Trump.
What was the last 25% made up of you ask?
Policy issues. Only 25% of her total advertising time was centered around what she would change in office. By taking a moral stance, Clinton was putting herself in a vulnerable standpoint. As the saying goes, "If you live in a glasshouse, don't throw stones."
As the authors of the study said: "Message matters, and a message repeated endlessly does no good unless it resonates with a sufficient number of the right voters. Team Clinton's message that Trump was unfit for the presidency may not have been enough."