For a week after appearing with David Letterman during the 2000 campaign, candidate Bushs favorability rating rose among late-night viewers while it dropped among non-viewers.
Presidential candidates can gain a measurable image boost from going on late-night TV, University of Washington researchers have found.
The researchers found that during the 2000 campaign, the favorability rating of George W. Bush went up among late-night comedy watchers for a week after Bush traded comedic jabs with David Letterman.
"Everyone talks about how ’infotainment’ is becoming more important in elections, but can it actually sway perceptions of the candidates? We found evidence that it can," said Patricia Moy, UW associate professor of communication.
Steven Goldsmith | University of Washington
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