INNOVATIVE will be testing political ads throughout the 2015 election campaign. In our third release we have tested the TV ads that were released in the past few weeks.
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.
Do political ads really work? Answering that question involves addressing two key challenges:
We will use the following approach to test political ads throughout the campaign:
The key test is whether people who are seeing the ad for the first time change their responses on the pre/post test. Does the ad “move the numbers”. We then use the diagnostic questions to understand why the numbers are moving.
It is important to understand that an ad can make a positive difference to a campaign even if people say they don’t like it. For instance, people may say they don’t like an ad that provides negative information about another party, but if they feel the information is credible and informative, it can still move the numbers.
Click here to download the Full Results and Methodology
Click here to download the Ad Testing Wave 3 Infographics
Click here to see the results from our second wave of testing
Click here to see the results from our first wave of testing
Friends of Canadian Broadcasting (FCB) – Take Back the CBC
CPC – Justin Running our Economy
Liberal – Who really speaks for the middle class?
NDP – Not Working
Liberal – Escalator: Harder to get ahead