With Marco Rubio bowing out of the Republican race yesterday, Ace Metrix took a look at how his political ads fared and whether his messages resonated with voters. Rubio’s ads actually scored well among his party voters, with 15 out of 17 ads scoring above the All Republican Voter Ace Score norm (457), outperforming Cruz and Trump as a whole. Marco Rubio’s campaign is an example of having good ads but poor voter performance. Why? These findings were based on Rubio’s TV ads and those run by his PAC Conservative Solutions that aired between January 9 and March 9, as well as a comparison of the top Republican-focused ads of the past 30 days. Key reasons why his ads contributed to poor voter performance:
In the ads shown below, “ACE” refers to the Ace Score among Republican voters.
ad title |
brand |
category |
air date |
score(s) |
Disqualified |
Marco Rubio for President |
Presidential |
01.20.2016 |
603 |
Defeat Hillary |
Marco Rubio for President |
Presidential |
01.29.2016 |
587 |
Bill Haslam |
Marco Rubio for President |
Presidential |
02.25.2016 |
582 |
Family |
Marco Rubio for President |
Presidential |
02.16.2016 |
525 |
Faith |
Marco Rubio for President |
Presidential |
01.10.2016 |
525 |
Football |
Marco Rubio for President |
Presidential |
01.09.2016 |
380 |
Parents |
Cruz for President |
Presidential |
02.29.2016 |
619 |
Progress |
Kasich for America |
Presidential |
02.25.2016 |
624 |
*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?”
About Ace Metrix POLITICS
Launched in 2012, 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