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

2. 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.

3. Review of Ads 75 17 37 20 38 47 25 45 100 80 no yes Yes Chance Family
Mom
Believe
Champion
Everything
Promise
Reshuffle
% Biography/Family 75 17 37 20
% Accomplishment 38 47
% Vision/Plan 25 45
100 80
Mention Hedge Funds no
yes
Yes
Deck Stacked
Middle class mean something again
Thanks John Rimel

4. 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)

5. Horserace, Favorability, and Speaking
Believe
Reshuffle
Promise
Mom
Family
Chance
Champion
Everything
Clinton Vote Movement +4 +5 +1
Clinton Very Favorable Movement +9
+10 +7 +8
Says what she really believes (trade-off) 63 66 58 64 61 62
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?

6. 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
Total
217
202
225
198
232
210
218
Q Do you agree or disagree with the following statements about Hillary Clinton?

7. 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
Total
156
149
146
125
172
153
Q Please indicate whether you agree or disagree with the following statements about this ad.

8. Summary by Gender; Gaps seen for family/bio ads
Overall Strength = HRC Vote + Very Favorable + Attributes (Strongly Agree) + Says What She Believes + Ad Descriptions (Strongly Agree)
Overall Strength
Men
Women
Chance
557
608
Mom
538
565
Believe
508
583
Reshuffle
520
567
Everything
545
Champion
473
572
Promise
477
548
Family
421
556
This ad addresses issues of importance to me, % agree:
Men
Women
Chance 61 77
Mom 71 83
Believe 93 92
Reshuffle 88
Everything 90
Champion 84
Promise 87
Family 73

9. Conclusions
Reactions to all of the ads were positive. All eight were effective at improving Clinton’s favorability and vote.
Ads scored well on attributes and ad descriptions.
Open-ends indicate that the two main concerns raised about the ads were whether Hillary can accomplish the things she sets out to, and whether she is connected to the middle class.
Chance and Mom seemed particularly effective, in part because they convinced voters that she came from humble beginnings. Family also made this case, although not quite as convincingly.
Reshuffle, Everything, and Promise laid out a plan for America’s middle class that resonated with many voters and scored well overall. Champion and Promise were somewhat less effective.