Do political TV ads even matter anymore?

More money than ever is being spent on TV ads, yet they seems less important than ever. What gives?

Does it pay run a television campaign ad?
(Image credit: Photo Illustration | Images courtesy of Ethan Miller/Getty Images, iStock)

When Jeb Bush's campaign announced recently that it was pulling its TV ads from the Iowa airwaves, one might have expected it to be treated as the final acknowledgement of defeat for the onetime frontrunner. After all, TV advertising is the voice of the modern campaign, the place where all those plutocrat dollars are poured into the ears and eyes of a waiting electorate. Yet Bush's move was greeted with something like approval, since he'll be putting the money to better use in his ground operation.

There's a contradiction at the heart of the 2016 presidential primary: While more money than ever is being spent on television advertising, television advertising seems less important than ever.

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Paul Waldman

Paul Waldman is a senior writer with The American Prospect magazine and a blogger for The Washington Post. His writing has appeared in dozens of newspapers, magazines, and web sites, and he is the author or co-author of four books on media and politics.