Distinct Themes and Sponsors Help Move the Needle
Among all of the Republican Presidential campaign ads we’ve analyzed over the past two months, we’ve seen 21% fall into the category of anti-Donald Trump ads. For ads airing over the past 30 days, that number goes up to 30%. Interestingly, when examining performance of 24 anti-Trump ads airing since late January among Independents and Republicans separately, we see half of the ads score above the norm, and half appear below norm, for each group.
Our analysis shows that the two groups are swayed by different themes and sponsors. While the Independent voters find personal stories conveyed by citizens most impactful, Republican voters are affected more by attacks on Trump’s stance on key conservative issues. Also, Super PAC ads are top performers among Independents and candidate ads (e.g. Cruz for President) are seeing the most success among Republicans.
Three ads that score above norm for Republicans, but not Independents, “Nothing Conservative”, “Supreme Trust”, and “Even More Questions”, all come from different sponsors but are quite similar in tone and message. All three criticize Trump’s position – and lack of Conservative stance — on key issues, such as abortion, healthcare, taxes, and immigration.
Here is a look at the strongest performing ads among each group of voters:
Strongest Performing Anti-Trump Ads | |||||
Independents | Republicans | ||||
Title | Sponsor | Ace Score (Norm: 420) | Title | Sponsor | Ace Score (Norm: 457) |
“Talk Talk Talk” | New Day For America | 559 | “For Our Jobs” | Cruz For President | 585 |
“Bob” | American Future Fund | 534 | “Talk Talk Talk” | New Day For America | 578 |
“Big Money” | Our Principles PAC | 517 | “Plain Wrong” | Cruz For President | 516 |
“Kevin” | American Future Fund | 511 | “Nothing Conservative” | Club For Growth Action | 507 |
“Sherri” | American Future Fund | 510 | “Supreme Trust” | Cruz For President | 505 |
What’s Working with Republican Voters:
With Republican voters, the Anti-Trump ads are a mixed bag of effective and less effective ads. We’ve seen 13 out of 24 ads perform above norm for Presidential ads among Republican voters (Ace Score Norm: 457), with an average Ace Score of 467. The goal of these of these ads are targeted at switching Republicans before Trump secures the nomination. But to date, Trump keeps on winning and racking up the delegates. While these ads are proving to capture Attention and have impressive Credibility scores as a whole, it’s yet to be seen how they will impact the nomination.
Among the three highest-scoring ads among the Republican voters:
What’s Working with Independent Voters:
Among Independents, 12 of the 24 Anti-Trump ads performed above norm for Presidential ads (Ace Score Norm: 420), with an average Ace Score of 424. Some observations:
The three highest-scoring ads among swing voters are sponsored by the pro-John Kasich PAC New Day for America, and the two strictly anti-Trump PACs American Future Fund and Our Principles PAC.
In trying to understand why the strong performance of some of these ads isn’t impacting primary results, we looked at performance of all Presidential campaign ads (not limited to Anti-Trump ads) from the past 14 days among this swing group. Four of the top six are from the Bernie Sanders campaign, and one is from Hillary for America. Two anti-Trump ads reach the top ten, “Talk Talk Talk” and “For Our Jobs”, but the prevalence of Sanders ads among this group indicates where the swing votes may be heading.
Given that among each group, about half of the ads fell below the norm, it makes sense to examine some of the low scores to see what’s not working with each group. Here are the low scorers among each voting group:
Lowest Scoring Anti-Trump Ads |
|||||
Independents | Republicans | ||||
Title | Sponsor | Ace Score (Norm: 420) | Title | Sponsor | Ace Score (Norm: 457) |
“Secret” | Our Principles PAC | 374 | “Playing Trump” | Cruz For President | 418 |
“Tough Questions :60” | Our Principles PAC | 366 | “The Best Words” | American Future Fund | 410 |
“Democrat :15” | Our Principles PAC | 356 | “New York Values” | Cruz For President | 409 |
“New York Values” | Cruz For President | 327 | “Democrat :15” | Our Principles PAC | 396 |
“Playing Trump” | Cruz For President | 316 | “System” | Cruz For President | 394 |
Three ads appear in the bottom five among each voter group:
As we move toward November, and if Trump wins the nomination, it will be interesting to see how the volume, themes, and performance of anti-Trump ads shifts.
* The Impact Score directly measures the ad’s influence on the voting decision by asking the question “after seeing this ad, how likely or unlikely are you to vote for the candidate?” The scale is 1-100, with 100 being “more likely to vote” for the candidate.
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: mbryant@acemetrix.com