In 2004, roughly 44% of presidential candidate-sponsored political ads were negatively framed, with more than 90% of the attack ads featuring direct attacks against the opponent's persona and=or policies. Perhaps the presence of attack ads by 527 groups lowered the bar for candidate-sponsored ads, as the electorate was desensitized by the mudslinging barrage. Although candidate evaluations are higher after candidate-sponsored than partysponsored attack ads, backlash fears mitigated the negativity of many candidate-sponsored ads. Nonetheless, negativity pervaded many of these presidential candidate-sponsored ads. Perhaps backlash fears have decreased to the point that candidates no longer dread the repercussions of negative ads.

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