Wisconsin Advertising Project Datasets

The Elections Research Center has made data from the Wisconsin Advertising Project available electronically for academic use for a nominal fee. Please read through the data use agreements below and provide the following information. Once your transaction has been completed, you will receive an email with instructions about how to download the data and a unique download link that will expire after one month. Should you need to re-download the original data after the expiration of this link, please contact the Wisconsin Advertising Project at wiscads@polisci.wisc.edu.

All datasets for elections 2000-2008 are available in SPSS and STATA formats. Storyboards of all creatives are also provided as PDFs.

  • The 1996 data is available for free here.
  • The 2000 data covers the nation's largest 75 media markets (DMAs).
  • The 2002 data covers U.S. House, U.S. Senate and Gubernatorial contests in the nation’s largest 100 DMAs.
  • The 2004 data covers Presidential, U.S. Senate, U.S. House, and Gubernatorial elections within the 100 largest DMAs in the United States in 2003 and 2004.
  • The 2008 data covers Presidential, U.S. Senate, U.S. House, and Gubernatorial elections within all 210 media markets in the United States during 2007 and 2008.

Inquiries about ad data for elections after 2008 should be addressed to the Wesleyan Media Project.


Shipping Instructions for downloading datasets will be sent via email.

Doing Business As The charge will appear on your credit card statement as UW Political Science Dept.

Refund Policy If you are not satisfied with your products, please contact Beth Tobakos, btobakos@wisc.edu to arrange a refund.

Privacy Statement UW-Madison does not sell, rent, trade or distribute any personally identifiable information obtained from clients to a third party, except in cooperation with government agencies or as required by law. Information collected by the UW-Madison is used for the administrative and operational purposes of our services.