Tag Archives: airbnb

Pro-Airbnb advertising dominated recent political TV ads in San Francisco

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Based on algorithmic analysis, Pro-Airbnb advertising dominated political TV ads in San Francisco in the weeks leading up to Election Day. Two thirds of the minutes devoted to political ads on several initiatives and races before voters focused on arguments against a proposal to curb the company’s operations in the city, according to a review of the Internet Archive television archive. Voters ended up rejecting Proposition F, whose opponents claimed it would encourage neighbors to spy on each other and increase lawsuits, by a margin of 55 to 45 percent.

Minutes of TV Political Ads in San Francisco

The Archive identified total of 1,959 minutes of ads (4,591 plays) opposing Proposition F, out of 2,895 minutes devoted to all political TV ads, or roughly two thirds of the air-time.

To put that in perspective, Mayor Ed Lee, who won his reelection easily, was the subject of only 55 minutes of ads. Though he appeared in and narrated hundreds of ads supporting Propositions A and D, the only ads that mention his mayoral race were airings of a support ad paid for not by his own campaign, but rather by an independent expenditure from Clint Reilly, a local real estate developer and former professional political consultant.

Samples of all ads found to be related to 2015 San Francisco elections can be viewed here, and metadata about those that occurred in archived television can be downloaded from this page.

The only political ad that aired on television in support of proposition F was this one, which was observed for a total of 16 minutes between October 16th to 25th. The ad, which features a parody of the Eagles’ song “Hotel California,” was pulled from Youtube and the ShareBetterSF campaign website because of claims of copyright infringement. Dale Carlson, a spokesman for the campaign who contacted the Archive, wrote “We believe the ad is parody and did not constitute a copyright violation. But it had already run its course and we weren’t going to spend money on legal bills to defend an ad that was already off the air.”

In all, the Archive identified 14 unique ads opposing Proposition F that aired on TV. In the final days of the campaign, the opponents devoted airtime to this ad that calls the proposal “too extreme,” quotes from the San Francisco Chronicle, and cites high profile opponents such as Lt. Gov. Gavin Newsom, Mayor Lee. This 30-second ad aired 423 times on 10 channels in San Francisco (CNBC, CNN, FOXNEWS, KGO, KNTV, KOFY, KPIX, KRON, KTVU, MSNBC).

This review updates an earlier one issued last week focused exclusively on Airbnb ads, broadening the analysis to include all political TV ads aired from August 25th through November 3.  The Archive identified ads through a number of sources, including SFGov’s Summary of Third Party Expenditures Regarding San Francisco Candidates hosted by the City of San Francisco. An audio fingerprint was created for each ad and used to find matches in some 35,000 hours of archived local station programming and cable news network shows available in the San Francisco region.  The Internet Archive’s television news research library presents public opportunities to search, compare and contrast news programs in its archive.  Entertainment programming is only available for select algorithmic study within its server environment.

The Internet Archive’s review of political TV ads relating to Proposition F is part of experimentation in preparation for our new Knight Foundation funded project to track political TV ads in key primary states. Stay tuned for news about our December launch.

Research by Trevor von Stein

Pro-Airbnb political TV ads air at rate of 100:1 as San Franciscans head to polls

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For every one minute of political ads aired in favor of a contentious ballot initiative intended to further regulate Airbnb’s growing presence in the city where it is headquartered, more than 100 minutes of ads urging them to vote “no,” have aired on local San Francisco area TV stations, according to an assessment of the Internet Archive’s television archive.

Audio fingerprinting of YouTube-hosted advertising was used to identify the same ads in local station programming and cable news networks available in the region, from August 25th through October 26th.  Sample ads can be viewed here, and metadata about their occurrences can be downloaded from this page.

Proposition F, which is backed by a coalition of unions, land owners, housing advocates, and neighborhood groups, would restrict private rentals to 75 nights per year as well as enact rules that would ensure that hotel taxes are paid and city code followed. It would also allow private party lawsuits by neighbors against private renters suspected of violating the law.

The Internet Archive found just one TV ad favoring the initiative, also appeared on the Proposition F campaign website. The Archive discovered 32 instances of this ad airing on local TV stations, for a total of 16 minutes of airplay. However, the ad, which features a parody of the song “Hotel California,” by the Eagles, (the lyrics were replaced with “Hotel San Francisco,”) was recently removed from the official website because of a claim of copyright infringement.

In contrast, in our sample range, Airbnb supporters aired more than 26 hours of ads against the initiative. One example ad, which is below, claims that the initiative would “encourage neighbors to spy on each other,” and “create thousands of new lawsuits.” This ad played at least 358 times in recent weeks, for a total of 179 minutes of airtime.

Over all, according to reports filed with the San Francisco Ethics Commission, opponents of Proposition F have reported spending $6.5 million compared to $256,000 from organizations supporting the initiative.

Of course the ad campaigns are not just limited to television. Airbnb apologized last week after it caught flack for a series of controversial bus stations and billboard ads that critics called “passive aggressive” and “whiny,”  for complaining about how public institutions, such as libraries, spent their tax revenue-derived budgets.

But TV remains a key way that political operators try to influence voters. As Nate Ballard, a Democratic strategist recently said on a local newscast: “That’s how you win campaigns in California, on TV.”

The Internet Archive’s review of political TV ads relating to Proposition F is part of experimentation in preparation for our new Knight Foundation funded project to track political TV ads in key primary states. Stay tuned for news about our December launch.

research by Trevor von Stein