Major Focus of Advertising in House Campaigns*
Incum |
bents | Chall |
engers | Open-seat |
Candidates |
||
All |
In Jeopardy |
Shoo-ins |
Hopefuls |
Likely Losers |
Prospects |
Long Shots |
|
| Candidate's Image | 25% |
35% |
46% |
25% |
5% |
18% |
25% |
| Candidate's Issue Position | 47% |
41% |
47% |
31% |
56% |
47% |
67% |
| Candidate's Issue and Image Positions | 2% |
— |
3% |
4% |
2% |
4% |
— |
| Opponent's Image | 12% |
9% |
1% |
21% |
10% |
22% |
4% |
| Opponent's Issue Positions | 11% |
13% |
3% |
14% |
21% |
6% |
4% |
| Opponent's Issue and Image Positions | 2 |
— |
— |
4% |
4% |
2% |
— |
| All of the Above | 1% |
2% |
— |
2% |
2% |
— |
— |
| (N) | (338) |
(46) |
(70) |
(52) |
(84) |
(49) |
(24) |
* Paul Hernson, Congressional Elections: Campaigning at Home and in Washington, CQ Press