Ace Metrix http://www.acemetrix.com Thu, 23 Jun 2016 20:56:56 +0000 en-US hourly 1 http://www.acemetrix.com/wp-content/uploads/2016/03/cropped-new_ace_logo-32x32.png Ace Metrix http://www.acemetrix.com 32 32 PAC Ad Follows Trump to the Edge of Political Correctness http://www.acemetrix.com/insights/blog/pac-ad-follows-trump-to-the-edge-of-political-correctness/ Thu, 23 Jun 2016 20:43:34 +0000 http://www.acemetrix.com/?p=26023 Playing on fears of homeland terrorism, Great America PAC hits a nerve among voters and scores big among party faithful, key voter groups. The pro-Trump Great America PAC took a sharp left turn on Monday, airing an ad entitled “The Enemy,” that represented a stark pivot in terms of both strategy and execution. The ad, […]

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Playing on fears of homeland terrorism, Great America PAC hits a nerve among voters and scores big among party faithful, key voter groups.

The pro-Trump Great America PAC took a sharp left turn on Monday, airing an ad entitled “The Enemy,” that represented a stark pivot in terms of both strategy and execution. The ad, with reportedly $700K behind it, is set to air nationally on cable and in ten battleground states, according to USA Today.

Previously known for their infomercial-style “presidential insta-voice” polling ads that urged viewers to call an 800# to voice their opinions on issues such as potential running mates for Trump, “The Enemy” raised the bar in terms of production quality, but dared to use the Orlando massacre as fodder – a bold move given the beating Trump has taken in the media for seemingly trying to capitalize on the tragedy.

Viewers were led to stop and watch this minute-long message with the feature of former Navy SEAL Carl Higbie, who unwaveringly states that the Orlando tragedy is indication that the battle against terrorism has moved to American shores. He argues the country needs a commander in chief willing to make tough choices to protect America and invites voters to join “millions of active duty military and veterans” to stand together with Donald Trump.

The ad represents a stark departure for the pro-Trump camp on several fronts. First, it is issue driven, rather than directly attacking other candidates, a tiresome ploy of political (and especially PAC) ads to date in Campaign ’16. The ad also takes a tactic from some of the most effective anti-Trump ads this cycle (think the victims of the Trump University scam or the highly effective “Quotes” about women) by employing actual citizens to convey a compelling, personal story, which voters in our polls have consistently found far more palatable than nebulous attacks or out of context clips. Third, the ad’s production quality is noticeably better, with crisp visuals and audio that is clearly heard and easy to understand. Finally, the ad couples sobering music with the fear of a heightened threat to connect on an emotional level with voters.

From our research, this ad did considerably more right than most Super PAC ads. But did voters buy it?

  • If the ad was intended to unite Republicans, it definitely met its mark. We see some irony here, with party loyalists approving of the ad despite its flaunting of America’s worst mass shooting in history – could it be actually seen as an odd ‘return to civility’ compared to the constant attacks voters have been subjected to?
    • “The Enemy” was the single highest scoring presidential ad of 2016 among voters identifying as Mostly or Always Republican. With an impressively high Ace Score of 679, the spot trounced the Republican norm by 218 points.
    • Moreover, Republican viewers rated the ad as the most Impactful presidential ad of the year to date (Impact Score: 75).
    • Boasting scores over 700 on Attention, Agreement, Relevance, and Learning, the ad was successful on all counts, and represented the first ad in over two months so well-received among the party faithful. Not since the Trump campaign released “Washington is Broken” way back on April 21st have Republicans reacted so positively to any political advertisement.

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  • In addition, the ad claimed some success among swing voters.
    • “The Enemy” came in as the highest scoring for Relevance by a PAC-produced ad to date in 2016 among Independents, perhaps reflecting some voter enthusiasm for its focus on issues over candidate bashing.
    • It also ranked among the top 15 (among all 318 presidential ads airing so far in 2016) for its Attention grabbing ability, likely helped by the use of a Navy SEAL spokesperson.
    • With an overall Ace score of 505, this effort by the Great America PAC beat the Independent norm by a respectable 43 points.
  • “The Enemy” also saw success among higher income voters ($75K+) particularly in the areas of its Attention getting qualities and Relevance, and males, who found the ad to be strong in those same areas, as well as being credible and encouraging them to seek more information.
  • Unsurprisingly, the ad was a bottom tier performer among Democrats and Millennials (a largely liberal voting group and Sanders enthusiasts), and did not move women (Ace score at the Female norm of 479).

 

 

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