The results of this quasi-experimental study reveal main effects of ad watch reports in some circumstances for either framing or channel. The main effect for persuasive or objective framing was found most notably for the credibility attribute. Subjects were more likely to believe objectively-framed ad watches on the Web. The main effect for television or Internet channel was found most notably for information seeking and political activity. Subjects who saw ad watches on the Web were more likely to seek more information on candidates and become politically involved. They were also more likely to say they would vote in the next election. Most notable overall, the ad watch influenced subjects in its intended direction without a so-called "boomerang effect." Broadly, the contribution of this study is that it examines how ad watches framed in different ways and presented on different channels create affective, cognitive and, ultimately, behavioral effects. This may direct future research toward the study of a variety of attributes specific to ad watches on any media channel framed by journalists, third parties, or other participants in the political process.
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