Please use this identifier to cite or link to this item: https://repositorio.insper.edu.br/handle/11224/4515
Type: Artigo Científico
Title: Campaign advertising and election outcomes: quasi-natural experiment evidence from gubernatorial elections in Brazil
Author: Silveira, Bernardo S. da
Mello, João Manoel Pinho de
Publication Date: 2011
Abstract: Whether campaign advertising influences election outcomes is an open question; a paradox given the amount spent on campaigning in general and TV advertising in particular. We argue that such “absence of documentation” is due to the focus of the empirical literature on the U.S., where the allocation of campaign spending and advertising is decentralized. We explore a quasi-natural experiment that enables us to mitigate the omitted variables and reverse causality problems caused by decentralized allocation. In Brazil, gubernatorial elections work in a two-round system. In the first round, candidates' TV time shares are determined by their coalitions' share of seats in the National Parliament. In the second round, TV time is split equally between the first-round winner and runner-up. Using differences between rounds as a source of variation, we find a large causal effect of TV advertising on election outcomes.
Keywords (english terms): TV Advertising
Campaign Spending
Election Outcomes
Endogeneity
Quasi-Natural Experiments
Language: Inglês
CNPq Area: Ciências Sociais Aplicadas
URI: https://www.jstor.org/stable/23015867
Copyright: O INSPER E ESTE REPOSITÓRIO NÃO DETÊM OS DIREITOS DE USO E REPRODUÇÃO DOS CONTEÚDOS AQUI REGISTRADOS. É RESPONSABILIDADE DOS USUÁRIOS INDIVIDUAIS VERIFICAR OS USOS PERMITIDOS NA FONTE ORIGINAL, RESPEITANDO-SE OS DIREITOS DE AUTOR OU EDITOR
Appears in Collections:Coleção de Artigos Científicos

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