Media Tenor: No Comeback For Clinton

New York, May 16, 2008: Hillary Clinton may have won the West Virginia primary, but it did not allow her to make a media comeback, Media Tenor’s analysis of U.S. campaign coverage shows.

“Sure, the West Virginia primary resulted in Clinton being more positively rated this week. But the core question is whether she can successfully convince the media that she’ll ultimately be the more promising candidate,” said Markus Rettich, Head of Political Analysis at Media Tenor International.

According to Rettich, last week’s analysis showed that while media pressure on Clinton was not that strong, Clinton would need continuous media support to create a winning image.

Detailed analysis of the most mentioned topics revealed that Clinton has still not successfully established a winning issue. This week Obama held an advantage in the issues of who the likely nominee is and who potentially has the support of the Democratic Party.

“Analysis of partisan quotes is a good indicator of media support,” Rettich explained.

John Edwards’ endorsement also gave Obama an advantage.

“The media coverage suggests that fewer Democrats support Clinton.” Clinton was still better rated when her potential voters mentioned, but this happened infrequently. “All in all, the tone of Obama’s coverage this week had its ups and downs,” Rettich added.

On the Republican side, the likely nominee John McCain managed a comeback this week when he outlined his vision for a first term in office. After four weeks of negative, or at best balanced, ratings the tone of the McCain coverage was slightly positive this week, especially in Time Magazine and on ABC.

Obama presented as the party’s choice

This week Obama held an advantage when issues of the likely nomination and potential support from the Democratic Party were raised. Clinton was still rated better when her voter potential was mentioned, but this was not often the case.

Time, ABC, NBC, CBS and Fox News candidate coverage, 5/12 - 5/15/2008: special topics

Basis: all statements in Time, Newsweek, ABC, CBS, NBC and FOX evening news programs 5/12– 5/15/2008

Quotes show decreasing support for Clinton

An analysis of partisan sources is a good indicator of media support. John Edwards’ endorsement has given an advantage to Obama. Media coverage suggests that less Democrats support Clinton.

Time, ABC, NBC, CBS and Fox News candidate coverage, 4/28 – 5/15/2008: quoted Democrats

Basis: all statements by other Democrats in Time, Newsweek, ABC, CBS, NBC and FOX evening news programs 4/21– 5/15/2008

McCain rating slightly better this week

After four weeks of negative, or at best balanced ratings, the tone of McCain coverage was slightly positive this week, especially in Time Magazine and on ABC. The tone in Fox’s Brit Hume show was balanced.

Candidate coverage, 2/11 – 5/15/2008: tone of McCain coverage by weeks

Basis: all statements by or on McCain in Newsweek, Time, ABC, CBS, NBC and Fox evening news programs 2/11 – 5/15/2008

To read the full Media Tenor election report in PDF format click here.

- - - - - - - - - - - - - - -

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.

For further information visit: MediaTenor.com

Popularity: 1% [?]

Hillary has 43,000 more votes than Obama. Not in the story.
Hillary has more electoral votes than Obama. Not in the story.
The media wants Obama. Not in the story.