As of this writing, less than 40% of the delegates remain on both the Republican and Democrat side. Bernie Sanders has momentum winning 7 of the last 8 Democratic primary contests, and Ted Cruz’s win in Wisconsin keeps the GOP race alive. We’re reaching the home stretch leading into the Conventions for each party. That said, Ace Metrix took a look at what’s been working so far with voters in Presidential campaign ads over the past 90 days.
What about the top performing ads is working?
Bernie Sanders’ campaign continues to produce effective ads, earning the highest scoring ad across all candidates and voting groups with “For Jobs for Us” with an Ace Score of 570. He has also six of the top eleven ads during this time period. The list also includes two spots for Kasich, two Anti-Trump ads and one ad for Ted Cruz. Hillary Clinton’s highest scoring ad comes in at number 15 on the list.
Bernie Sanders’ ad “For Jobs for Us,” earned the highest Ace Score with 570 (Presidential category norm is 443.) The theme of job creation resonated in many of the top ads with Democrats and Republicans alike. The “For Jobs” ad demonstrates above norm scores across all parties – Republicans (501), Independents (577), and Democrats (668).
The top ads from this period indicate that a key driver to an effective political ad is securing high Attention scores. Seven of the top eleven ads had Attention Scores at least 40 points above the norm, with the highest for the Anti-Trump ads “Quotes” and “Bob.” These ads are direct and to the point, which helps when voters are over-saturated with messages.
For perspective, we’ve tested 240 Presidential ads over the last 90 days. Of the remaining candidates that breaks down across Ted Cruz (51), Bernie Sanders (33), Hillary Clinton (27), John Kasich (16), and Donald Trump (7). Anti-Trump PACs contributed 28 ads to the total and 78 are from candidates no longer in the race.
Top Presidential Campaign Ads, Past 90 Days (across Republican, Democrat and Independent voters)
|Rank||Sponsor||Candidate||Ad Title||Ace Score||Impact
|1||Bernie 2016||Bernie Sanders||For Jobs For Us||570||56|
|2||Bernie 2016||Bernie Sanders||Bull||567||52|
|3||Bernie 2016||Bernie Sanders||Fairness||566||55|
|4||America Future Fund||Anti-Donald Trump||Bob||564||36|
|5||New Day for America||John Kasich||Hinge||562||49|
|5||Bernie 2016||Bernie Sanders||Voice||562||53|
|7||Kasich for America||John Kasich||Progress||558||55|
|7||Bernie 2016||Bernie Sanders||Stood With American Workers||558||52|
|9||Our Principles PAC||Anti-Donald Trump||Quotes||555||37|
|10||Bernie 2016||Bernie Sanders||Every American||552||54|
|11||Bernie 2016||Bernie Sanders||Expand Social Security||547||50|
|11||Cruz for President||Ted Cruz||Tax Plan||547||56|
See the top performing ads among voters from each party here.
About Ace Metrix POLITICS
Ace Metrix POLITICS provides video ad effectiveness metrics and data to campaigns, PACs, and advocacy groups, based on 500 respondents per ad and a sample of national registered voters balanced to the US census. The data collected provides insights into the effectiveness of the ad, verbatim responses and the likelihood the ad changed the way respondents will vote.
For more information on Ace Metrix POLITICS, please email Mark Bryant: firstname.lastname@example.org