House Losses Demonstrate Weakness Of Media's NRA Narrative
For years, the media has advanced a false narrative  that the National Rifle Association is an electoral powerhouse with a real ability to impact the outcomes of elections. The 2012 elections clearly demonstrate that the conventional wisdom is at odds with reality. While most incumbents in the House of Representatives kept their seats on November 6, over two-thirds of incumbents who lost were backed by the NRA.
Slate's Brian Palmer summed up the media's conventional wisdom  on the NRA over the summer, when he wrote that the group "can reliably deliver votes," and this "is considered by many the most powerful lobbying group in the country."
This false media narrative of NRA's supposed influence on elections has persisted, even as an analysis by American Prospect contributing editor Paul Waldman (who previously worked for Media Matters) concluded that both NRA endorsements  and campaign contributions  have a negligible impact on elections. In a study of House races over four election cycles, Waldman determined that Republican incumbents did not receive a statistically significant advantage if endorsed by the NRA. The average campaign contribution of $2,500 to NRA-endorsed House candidates was also found to have insignificant impact on elections.
Of the 26 incumbent House members who lost on Election Day, 18 were endorsed by the NRA. Defeated incumbents included four Democrats and 14 Republicans. Four of the eight defeated incumbents not endorsed by the NRA were Democrats who lost to other Democrats in California's top-two primary system.
Overall, the NRA fared poorly in the 2012 election. According to open government group the Sunlight Foundation, the NRA Political Victory Fund, the NRA's political action committee, received a less than one percent  return on $10,536,106 spent on independent expenditures during the election cycle. The NRA spent 0.44 percent of its money supporting winning candidates and 0.39 percent opposing losing candidates.* The NRA Institute for Legislative Action, the organization's lobbying arm, garnered a 10.25 percent return  on $7,448,017 spent on the election. In seven Senate races where the NRA spent more than $100,000 , six of the NRA-backed candidates lost.
The following NRA endorsed incumbents were defeated on Election Day. Two incumbents included in this analysis are currently trailing vote tallies, but those races have not been officially called:
Rep. Mary Bono Mack (R-CA) was defeated  by Democrat Raul Ruiz by a 3.8 percent margin. The NRA endorsed Mack but did not make a contribution to her re-election efforts.
*These numbers have been updated to reflect the release of additional information by the Sunlight Foundation concerning the NRA's independent expenditures during the 2012 elections.