Two Parties Adjust TV Messaging

As the campaign entered its final weeks, House candidates from the two major political parties fine-tuned their messaging in broadcast TV ads. The words below are sized based on the number of ads in which the issues were mentioned.

Word cloud showing most often used terms by candidates running for House of Delegates in 2021. Terms used by Democrats are shown in blue comparing October 8 on the left to October 27 on the right.

Word cloud showing most often used terms by candidates running for House of Delegates in 2021. Terms used by Republicans are shown in red comparing October 8 on the left to October 27 on the right.


Methodology: VPAP analyzed a second set of 33 different paid TV spots that candidates running for the House of Delegates had broadcast from October 8-October 27, and compared the ads to the first set from August 25 through October 8.

Source: Kantar Media list of TV spots broadcast by House of Delegates campaigns.

Oct. 29, 2021