November 15, 2004

Abstract: (CPOD) Nov. 15, 2004 - Many Americans believe the 2004 United States presidential race featured negative campaigning, according to a poll by Princeton Survey Research Associates for the Pew Research Center for the People and the Press. 72 per cent of respondents say there was more mud slinging in this month's election, a 38 per cent increase since 2000.

(CPOD) Nov. 15, 2004 - Many Americans believe the 2004 United States presidential race featured negative campaigning, according to a poll by Princeton Survey Research Associates for the Pew Research Center for the People and the Press. 72 per cent of respondents say there was more mud slinging in this month's election, a 38 per cent increase since 2000.

In American elections, candidates require 270 votes in the Electoral College to win the White House. Republican incumbent George W. Bush earned a second term after securing 286 electoral votes from 31 states.

In August, discussions and television advertisements about the military record of the top candidates dominated the campaign. A spot by a Republican-leaning group called "Swift Boat Veterans for Truth" alleged that Democratic nominee John Kerry exaggerated his actions during the Vietnam War in order to earn medals.

Liberal group MoveOn.org—which has ties to the Democratic Party—introduced an ad that questioned whether Bush avoided the Vietnam War through family connections.

As far as particular campaign spots by the candidates, only 25 per cent of respondents believe the ads were helpful in deciding which contender to vote for.

Polling Data

Compared to past presidential elections, would you say there was more mud slinging or negative campaigning in this campaign or less mud slinging or negative campaigning in this campaign?

	2004	2000	1996	1992
More	72%	34%	49%	68%
Less	14%	46%	36%	16%
Same	12%	16%	12%	14%
Don't know / Refused	2%	4%	3%	2%

How helpful were the candidates' commercials to you in deciding which candidate to vote for? Would you say they were very helpful, somewhat helpful, not too helpful, or not at all helpful?

	2004	2000	1996	1992
Very helpful	6%	6%	4%	10%
Somewhat helpful	19%	23%	21%	28%
Not too helpful	22%	24%	27%	28%
Not at all helpful	48%	42%	46%	31%
Didn't see any	4%	n.a.	n.a.	n.a.
Don't know / Refused	1%	5%	2%	3%

Source: Princeton Survey Research Associates / Pew Research Center for the People and the Press
Methodology: Telephone re-interviews to 1,209 Americans who voted in the 2004 election, conducted from Nov. 5 to Nov. 8, 2004. Margin of error is 3.5 per cent.