Wilson Perkins Allen Opinion Research, in conjunction with The Hill Newspaper has conducted a survey of politically active Hill subscribers to determine how well several ads currently or recently on TV resonated with politically aware voters. The five ads, which can be found in the Air Wars video repository, met with varying responses. The first was an attempt to rally support for Obama’s economic plan.
AUC “Factory”
Perhaps the flashiest ad tested, “Factory” has an upbeat message paired with uplifting music. With Obama’s reassuring voice resonating over images of steel plants churning, factory windows being repaired and people cheerfully constructing new buildings, “Factory” attempts to inspire and reassure. However, despite being visually attractive ad, the AUC spot fails to effectively convey a message. It’s lukewarm ratings indicate average penetration as the message fails to meet the production quality. It’s mediocre ratings demonstrate that the message was not focused enough to be effective.
SEIU “Hard Work”
With the NRSC going after Harry Reid with ads like “Trillion” (previously tested in Air Wars) the SEIU goes to bat for Harry Reid but it looks like a swing and a miss. The uplifting, energizing music plays with images of buildings being constructed and solar plants coming online. The ad falls short of the average ratings across all categories. Even Democrats acknowledge that, while the ad may be credible, it is lacking a strong message. With Reid being targeted by ads that score much better (see “Trillion” in our video repository), the Democrats will need to come up with something better.
EFAC “EFCA will cost jobs”
Stark visuals and tense music lends a sense of immediacy to this ad from the EFAC. The ad finds strong support from both Republicans and Independents, while Democrats give the ad a low rating but fully recognize the power of the message it conveys. As the debate regarding card check continues to heat up, both sides are trying desperately to give this issue economic implications. Other surveys indicate that the strongest opposition message is the legislation’s elimination of the secret ballot; however, pro-EFCA groups are pushing to make this a public bail-out of sorts. This has forced anti-EFCA groups to respond. Putting ads like this in front of voters is one of those responses.
DCCC “Jim Tedisco- Just Another Albany Politician”
Worried music and a scolding narration don’t help this ad against Jim Tedicso, which was run in the hard fought NY-20 special election. The DCCC ad does nothing more than motivate the base Democrats – most whom weren’t voting for Tedisco anyway. The Independent voters who the ad was targeted at find it less than effective, perhaps indicating that the “same old politician who helps his wealthy friends” theme is played out and isn’t moving this block of critically important voters against Tedisco. Running ads that fail to move Independents could be one of the reasons the DCCC and Scott Murphy are currently counting ballots.
TFC “One of Them”
The Tedisco campaign ran this ad in the late days of the campaign, linking Scott Murhpy to the AIG bonus scandal. The low score of the ad again proves that despite a race that has become a referendum on national economic policies, voters are perhaps more interested in local issues. This is especially true of the Independents who give the ad a less than average score. Like the “Factory” ad run in support of Obama’s economic policies, this ad fails to hammer home its message in a way that impacted voters, which may be why Tedisco is currently trying to overtake Murphy’s slim ballot lead with vote recounts long after election day.
