PEJ Study: Clinton, Democrats, Received Most Campaign Coverage

By: Joe Strupp Hillary Clinton received more media exposure than any other presidential candidate in the days surrounding the New Hampshire primary, according to a new study from the Project for Excellence in Journalism.

The survey found that 37% of campaign stories between Jan. 6 and Jan. 11 "were either significantly or mainly about" Clinton. Barack Obama followed with 32%, while John McCain was third at 24%. Mitt Romney received 19% of stories.

The New Hampshire primary was held on Jan. 8.

Democrats, meanwhile, received substantially more coverage as a group, 43%, than the 32% Republicans had, with 19% about both parties, the report said.

The findings are from the first Campaign Coverage Index, the latest in a string of studies PEJ has been producing in recent years. The survey uses the same mix of broadcast, cable and newspaper outlets that are reviewed for its talk show and news index reports.

The CCI will be an ongoing feature, according to Mark Jurkowitz, PEJ associate director, for each primary, at least until nominees are chosen.

"We realized that the intense level of media coverage in what is the high point of the primary campaign is something to look at," Jurkowitz said. "We wanted to do something with the data we collect that would look at campaign coverage, the battle for exposure."

The initial campaign coverage index reviewed reporting on the New Hampshire primary from 48 media outlets, including 13 newspapers ranging from the likes of The Washington Post to the Chattanooga (Tenn.) Times Free Press.

Jurkowitz said the disparity between McCain and Clinton, both winners of the primaries, is telling. "We found significant differences in the amount of coverage of the two comeback kids," he said.

The study also found:

* 49% of all the media time and space studied was devoted to the campaign. The next biggest story, the President?s trip to the Middle East, received 4%.

* Republican Mike Huckabee enjoyed nearly twice as much coverage for his third place finish as did John Edwards, 12% vs. 7%.

* Rudy Giuliani "is at risk of disappearing," with New York Mayor Michael Bloomberg, a non-candidate, rivaling Giuliani last week in exposure for attending a conference in Oklahoma (2.5% vs. 4%).

The entire report is available at www.journalism.org.