Improving Media Measurement: Evidence From the Field

In light of a recent exchange between Prior (2013a) and Dilliplane, Goldman, and Mutz (2013), we evaluate the new American National Election Study program-count measures of news exposure using a unique dataset that tracks self-reports as well as actual exposure to news collected via passive tracking devices. We bring these data to bear on concerns raised by Prior (2013a) about the construct and convergent validity of the new ANES measures. Our results add nuance to previous findings showing respondents’ propensity to overreport exposure to news, and also demonstrate that on average, self-reported measures reflect relative levels of exposure quite well. Additionally, we show that the more unique news programs a person watches, the more total time he or she is exposed to political news. Very few people watch only one program but watch it repeatedly. The data also reveal an increase in the number of programs watched leading up to election day, and a concomitant increase in the amount of time per capita spent with political news as elections approach. We conclude, however, that the program-count measure is not without its weaknesses. Shortening the list of programs affects construct validity by introducing noise into the low end of the scale. Expanding the list of programs in the survey to include local news and special reports will improve fidelity at the low end of this new measure.