The Pew Research Center’s Project for Excellence in Journalism released a report this week that found for the first time since the general election campaign began in early June, McCain is pulling nearly as much media coverage as Obama.
“They clearly took the initiative with that ad, and they clearly created a buzz,” said Mark Jurkowitz, associate director of the group.
The Pew report found that during the week of July 28-Aug. 3, McCain was a “significant or dominant factor” in 78 percent of campaign stories, compared with 81 percent for Obama.
It was the first time his weekly coverage was even within 10 percentage points of Obama’s.
Jurkowitz pointed to two major factors: One was the ad released exactly one week ago that used images of Hilton and Britney Spears to claim that Obama was the biggest celebrity in the world. The campaign repeated the theme in interviews and memos, and on Wednesday released a new ad asking, “Is the biggest celebrity in the world ready to help your family?”
The other factor, Jurkowitz said, was a degree of introspection on the part of the media, which he said reassessed their own coverage of Obama as network and cable news outlets went gaga over his trip abroad.
A similar shift in scrutiny seemed to happen during the Democratic primary, after Hillary Clinton’s campaign complained that Obama was getting favorable treatment.
If this was the attempt of his ad campaign, it seems to have worked.