Do election ads really work? Wave 5 of our 2015 campaign ad testing

The Globe and Mail

INNOVATIVE will be testing political ads throughout the 2015 election campaign. In our fifth release we have tested the TV ads that were released in the past few weeks. This wave we also tested some of the most recent French ads released in the campaign among a sample of French speaking Quebecers


Political ads serve two key purposes; they can motivate the sponsor party’s supporters to vote and they can persuade target voters to vote for the sponsor party. Ads accomplish these goals through two mechanisms; they can “prime” or raise awareness of something people already know or feel that gives the sponsor party an advantage over its competitors or the ads can “persuade” by providing new information or framing existing information in a new light to change how people feel about the sponsor party and/or its opponents.


Click here to read more about our ad testing and to see the ads that we tested in this wave.