Attack ads were widely used in the 2016 presidential election; however, this chart shows how few of the attack ads came directly from candidates who were running for office. Most candidates only produced positive ads, while a few included contrast ads. Only two candidates, Donald Trump and Ted Cruz, produced any negative advertising between January 1, 2015 and May 8, 2016. Across the candidates, 92% of ads were positive with seven of the 16 candidates not airing negative or contrast ads at all. It is interesting to see that while attack ads are an important part of political campaigning today, for the most part candidates do not want to be directly associated with an ad that attacks an opponent.³ 

3. Wesleyan Media Project. “Advertising Volume Up 122% Over 2012 Levels; Spending in Presidential Race Over $400 Million.” Wesleyan Media Project, May 12, 2016. http://mediaproject.wesleyan.edu/ad-spending-over-400-million/.