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.
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 Results and Methodology
Click here to see the results from our fourth wave of testing
Click here to see the results from our third wave of testing
Click here to see the results from our second wave of testing
Click here to see the results from our first wave of testing
NDP – “Performance Review”
CPC – “NDP Can’t manage money”
CPC – “Balnaced budget and lower taxes”
CPC – “The Choice”
LPC – “Investing in BC’s future”
French: BQ – “La goutte de trop”
French: NDP – “Ensemble avec Tom”
French: LPC – “Gens extraordinaire”
French: CPC – “Stephen Harper – Un leadership qui a fait ses preuves”
French: CPC – “On n’a pas les moyens de se payer le NPD”
French: LPC – “On n’avance plus escalier roulant”