New York, NY – Are any of the major candidates or PAC supporters winning with their political ads? How are voters reacting to the campaign ads? Ipsos SMX’s proprietary “Hear, Watch, Say” panel (comprised mainly of millennials and self-identified influencers) was asked about these political ads in a study conducted for Ad Age.
In sum, the ads were received favorably by supporters of each respective party and negatively by those across the aisle. Independents were divided nearly evenly.
- Clinton supporters showed more enthusiasm for her ads than Trump supporters did for his.
- Positive ads addressing solutions for improving the economy were seen favorably by both parties and independents.
- Many concede their party pick is not their first choice for President; they were merely picking one over the other because the other was so bad.
- Ads that received the strongest reaction elicited supportive affirmations of the message’s truth from within the party or challenges to the candidate’s veracity from beyond one’s party.
- Name-calling (in particular, accusations that one or the other was a liar) was a typical reaction from an opposite party supporter when viewing a negative representation of their candidate.
Topline results are available for download on the right side of the page.
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President, North America
Senior Vice President, U.S.
Ipsos Public Affairs
Panelist were exposed to 3 out of 9 total videos: 1 out 3 videos from 3 videos sets. The sets included: Clinton ads (Roles Models, The Plan, Unfit), Trump ads (Deplorables, Two Economies: Economy, Two Americas: Immigration), and PAC ads (Priorities USA: Watching, Great America PAC: Leadership, and Purple PAC: Gary Johnson). Panelists were initially asked about their party affiliation, candidate choice, and whether they were a first time voter or not. Then, they were exposed to the three videos in a sequential monadic loop to report about the ad’s relevance, effect on their voting, and to rate attributes for each ad they saw. Subsequently, they were invited to see all 9 ads on the community to “like” and comment on the ads they reviewed.
Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks third in the global research industry. With offices in 87 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media, customer loyalty, marketing, public affairs research, and survey management. Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,785.3 million ($1,981 million) in 2015.