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. 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)

4. 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?

5. 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
Q Do you agree or disagree with the following statements about Hillary Clinton?

6. 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
Q Please indicate whether you agree or disagree with the following statements about this ad.