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Report: 92% of ads in U.S. Senate race are negative


UNDATED (WSAU)  If you thought political T-V ads couldn’t get more negative, you were wrong. The ad tracking firm of Kantar Media C-M-A-G said 92-percent of the previous month’s ads in Wisconsin’s U-S Senate race criticized opposing candidates. That’s about the same as in the presidential race, which is a lot more negative than four years ago.

C-M-A-G said only 8-percent of the presidential ads since the parties’ conventions were positive. Four years ago, almost 30-percent of the ads around this time showed the candidates positively selling themselves and their views.

Ken Goldstein, the U-W Madison professor who runs C-M-A-G, says T-V ads don’t affect each candidate’s support very much when both sides run them equally. But Democratic Senate candidate Tammy Baldwin owned the airwaves for weeks, after Republican Tommy Thompson’s campaign went broke following a bitter primary. Only a quarter of the Senate ads from September third through October second were from Thompson and his supporters. And Baldwin took the lead over Thompson during that time in the major independent polls.

The latest Senate poll – issued yesterday by Public Policy Polling – gives Baldwin a 49-46 lead. It was a statistical dead heat, because the result was within the poll’s margin-of-error.