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Obama doesn´t get "too much" news coverage – Voters get too little substance
2008-07-23

Salience of relevant issues in US campaign coverage

New York, July 23, 2008: Sen. Barack Obama has an advantage in terms of news volume in comparison to Sen. John McCain, as the ongoing content analysis of Media Tenor demonstrates, but both candidates suffer from la lack of news coverage in regards to the issues US voters want to know about. Since the start of the US Presidential Campaign 2008, among the top five concerns of US voters are the economy, taxes, security, health and education. But neither ABC, CBS, FOX, NBC, Newsweek nor Time are serving their audiences on these topics. "Among the top 5 news stories on the candidates one seldom finds information on the positions of Sen. Obama or Sen. McCain as regards how they want to improve the US economy, change the tax system, keep the nation secure or work on necessary changes in the health or education system," Roland Schatz, president of Media Tenor International explains. The ongoing US Election media analysis has scrutinized more than 58500 statements since Jan 1 2008 in US networks ABC, CBS, Fox, NBC and TIME and NEWSWEEK for both candidates. In general, Sen. Barack Obama received more awareness in the media. "This is not surprising from a journalistic point of view," points out Roland Schatz, "as the 'new' kid on the block always gets more attention than those that already seem known." In all six of the researched media the downward trend is obvious for both candidates.

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