So, what are those political ads buying?
October 16, 2012
There has been plenty of talk about how much the candidates are spending on advertising in this presidential election year, but what has been the actual effect of the ads?
Here’s the verdict. They have stoked the enthusiasm of likely Mitt Romney voters, but the president's ads have been more effective influencing undecided voters.
That's according to the research company Qualtrics and public opinion research company Evolving Strategies, which studied the effectiveness of this year's campaign ads among more than 2,300 independents and weak partisans (no strong affiliation to either party).
Ads for both Romney and Obama increase enthusiasm among likely Romney voters–those who voted for John McCain in 2008—and the Republican nominee's ads make it more likely that those who say they are going to vote for him will actually come out to the polls, because they are fired up.
Enthusiasm among those who voted for Obama in 2008 was flat.
Meanwhile, President Obama's ads have been more effective in shifting voter preference.
The president's ads, according to the report, “increase the percentage of marginal undecided and wavering voters who prefer him.”
The very in-depth study also examines the effects of different themes within the ads and lays out which eight ads were examined in the report. To view more findings click here.
Tags: ads, advertising, campaign, Evolving Strategies, mitt romney, obama, political, political ad dollars, political ad spending, political ads, political advertising, political spending, President Obama, research, romney, study
Solid bump for Fox’s ‘Bones’ on Thursday
Fox’s summer play: Keeping it real
Sponsors give FIFA a yellow card
‘Unreal,’ aptly titled and quite true
Rachel, what’s your best career advice?
Tell us, how do you rate the fall lineups?
Weekend TV: NHL playoffs heat up
Three-year high for NBA on ESPN
Hulu drops the Duggar family
Judge: Yahoo class action can proceed
New ‘Daily Show’ host will bow this fall
Fox wins night as ‘MasterChef’ rebounds
This season’s broadcast superlatives
- Sherri Goldstein becomes director of integrated strategy at Moonrocks
- Anand Kini becomes CFO at NBCUniversal
- John Verre rises to VP of automotive sales at Cablevision
- Tom Callahan becomes CFO at Reader's Digest Association
- Nicole Flatow becomes enterprise editor at Guardian U.S.
- Chris Connelly becomes interim editor in chief at Grantland
- Sean Lindsay rises to chief technology officer at Tapjoy
- Neil Janowitz becomes editorial director at Vulture.com
- John McCauley becomes VP of content and strategy at OneUp Sports
- Randy Jackson signs production deal with Endemol Shine North America
- Former head of King World Michael King dies at age 66
This week’s broadcast ratings
This week’s cable ratings
This week’s top movies, songs and books
This week’s daypart ratings
This week’s younger viewer ratings
This month’s new media traffic data
Media buyer/planner wanted in Louisville
Display media planner opening in Chicago
Media planner/buyer opening in Omaha
Assistant media planner wanted in Atlanta
Media buyer wanted in Pittsburgh