Online Ad Test Results July 2nd to 7th, 2015.

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Presentation transcript:

Online Ad Test Results July 2nd to 7th, 2015

Research Methodology David Binder Research conducted an online survey from July 2nd to July 7th. The sample was N=2000 battleground voters likely to vote in Democratic Primaries and Caucuses. Demographics were matched to the likely electorates of New Hampshire and Iowa. Respondents were randomly assigned into one of eight demographically similar cells of N=250 that each saw a different ad. The margin of error is 6.2% per cell. The structure of the survey was demographics, horserace, favorability, ad, ad descriptions, horserace, favorability, attributes.

Summary Overall Strength = Overall Strength Chance 586 Mom 554 Believe 552 Reshuffle 548 Everything 542 Champion 530 Promise 518 Family 498 Overall Strength = HRC Vote + Very Favorable + Attributes (Strongly Agree) + Says What She Believes + Ad Descriptions (Strongly Agree)

Horserace, Favorability, and Speaking Believe Reshuffle Promise Mom Family Chance Champion Everything Horserace Hillary Clinton 61 63 62 60 64 Bernie Sanders 19 18 20 17 Very Favorable 54 52 51 53 56 50 49 Says what she really believes 66 58 Says what people want to hear 26 28 34 21 27 Top two scores are highlighted for each metric Q8,22. And if the Democratic Primary Election were today, for whom would you vote? Q10,23. Please indicate if you have a favorable or unfavorable opinion of each of the following. Q24. With which do you most agree – HRC says what she really believes or HRC says what people want to hear?

Percent Strongly Agree Attributes Percent Strongly Agree Believe Reshuffle Promise Mom Family Chance Champion Everything Is sincere 36 35 33 37 32 39 Is someone you trust 34 30 Is straightforward 38 40 Will fight for people like you 44 Is in touch with the lives of everyday Americans 31 26 29 Is someone who will get things done 41 48 45 42 Q25-30. Do you agree or disagree with the following statements about Hillary Clinton?

Percent Strongly Agree Ad Descriptions Percent Strongly Agree Believe Reshuffle Promise Mom Family Chance Champion Everything This ad is believable. 35 42 37 49 40 47 39 This information is new to me. 14 9 13 18 10 7 The ad would get my attention if I saw it on TV or online. 45 38 This ad addresses issues that are important to me. 62 58 57 61 Q17-20. Please indicate whether you agree or disagree with the following statements about this ad.