What Determines the Content of Political Ads? Evidence From the 2012 Mexican Presidential Election

Faculty Member: Professor Horacio Larreguy

In this project we want to understand what determines the content of political ads. To that end, we have coded the content of the universe of political ads that were used in radio and television in the 2012 Mexican presidential and legislative elections.

Since such coding was done independently by up to three coders per ad, the student main work is to sort out differences between coders using Excel and Stata, as well as the ads. Then, time permitting, the student will conduct some regression analysis in the final database.


  • Some basic knowledge of Stata is necessary.
  • Intermediate Spanish is required since all the ads are in Spanish.