Clinton reads the media narrative better and takes the lead after first debate

U.S. TV & print news, August 1, 2015 – September 23, 2016

New York, September 27, 2016. Headed into the first presidential debate, the major candidates were in a dead heat not just because of the tone of media coverage on each of them, but because of the way media has portrayed key issues in the election, including the economy, the perception of Muslims, and the overall assessment of politicians, according to new research from Media Tenor International.

“Since 2000, our research has shown a significant impact on election results from the way the media covers key issues,” says Roland Schatz, founder and CEO of Media Tenor. “Concern about the economy when Obama faced-off with John McCain in 2008 helped secure the election for Obama, but national security issues have been a major driver in the post-9/11 era, with winning candidates at least able to pull even with their opponent on this issue. Today, Clinton derives some benefit from greater optimism on the economy, but severely negative coverage on Muslims on U.S. TV news has given Trump an advantage on national security issues and possibly overall.”

Media Tenor has also found that the media has grown increasingly negative on politicians in general. This, combined with data fro past elections, highlights that Clinton’spolitical experience could cut both ways and serve as a liability for her against Trump’s outsider status.

“Clinton learned the lessons from the 2000 debates, when Al Gore was expected to be the better fit for the White House on competence but lost on bad body language. This time Trump fell into that trap, which came by surprise as the media had framed him as TV savvy,” says Schatz. “Who won this first debate will not be determined just on the stage where the candidates faced off, but in the days ahead. The media verdict on the candidates, as well as ongoing media coverage on issues that effect how Americans view their economic and physical security, is key.”

This research examined all 22,511 reports on Clinton and Trump on five U.S. TV news programs and in opinion-leading print publications and 14,506 lines of data on presidential candidates in previous elections, 2000 – 2012.

For over 20 years Media Tenor’s mission has been to contribute to objective, diverse and newsworthy media content by bringing together the diverse parties. Media Tenor’s global research projects include analyses of election campaigns, investor relations, public diplomacy, corporate communications and other topics critical to news makers and news audiences. For more information, please contact Racheline Maltese at This email address is being protected from spambots. You need JavaScript enabled to view it. or +1 212-935-0210.