We investigate the levels of horse-race coverage in 160 different European print and broadcast outlets in 27 different countries at three different points in time. We match information on outlets’ content to survey-based information on the average levels of interest in politics and education of outlets’ audiences. We formulate hypotheses concerning journalists’ and citizens’ preferences over the ideal level of horse-race coverage, as well as hypotheses concerning the information content of horse-race coverage in different party systems. After controlling for the composition of each outlet’s audience, we find that horse-race coverage is most frequent in polarized party systems with close electoral contests, and in large markets with professional journalists. These findings challenge the traditional view of horse-race journalism as a ‘low-quality’ form of news.

Media coverage of elections in Europe and North America has increasingly focused on the campaign as a game rather than a policy debate. This is often explained by the changes in media pressures. It may also reflect the narrowing of policy space between left and right and the comparative prosperity enjoyed in Europe and North America. But the relevance of policy varies. The global economic crisis might have led to an increased interest in policy among voters and focus on it by media. Ireland experienced both extremes of boom and crisis between the late 1990s and 2011. The Irish case allows us to test the impact of the crisis on media framing of elections. This article uses original data from the three most recent national elections in Ireland, with a research design that holds other pertinent variables constant. We find empirical support for the theoretical expectation that the context of the election affects the relative focus on campaign or horserace vs. substantive policy issues.