Abstract
Abstract This chapter uses a new quantitative data set measuring Democratic and Republican National Committee (DNC and RNC) branding and service activity across time to assess conditions under which national committees increase or decrease their activities. The chapter first introduces the data set and the coding mechanism. The data set is based on analysis of over 40,000 New York Times articles mentioning the DNC, RNC, or its chairs between 1913 and 2016. Subsequently, the data is used to test a core prediction of the branding theory of national committees: that national committees should engage in less branding activity when their party is in the White House. The results suggest this is true: New York Times coverage of DNC and RNC branding is considerably lower when the incumbent president is from their party.
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