Centro, a technology and media services company, in partnership with leading public affairs and research firm Global Strategy Group, announced today the findings of a study measuring the effect of online advertising on name recognition and favorability of political candidates.
“Effectiveness of Online Political Advertising: Chris Kelly, Democrat for Attorney General Case Study” offers never before documented evidence that online political advertising significantly enhances a candidate’s name recognition and favorability when conducted in conjunction with traditional political advertising tactics.
Supporting a robust TV ad campaign, Kelly’s online advertising campaign included more than 200 million impressions and reached over 17 million Democratic primary voters throughout California. Centro and GSG employed geo-targeting to construct a live, in-market test in which voters in Palm Springs were exposed to both TV and online ads, while voters in Santa Barbara were exposed to TV ads only.
Telephone polling of voters in both media markets uncovered a 19 point lift in Kelly’s overall favorability ratings in Santa Barbara, where voters saw only television advertising, and a larger 23 point lift in Palm Springs where voters saw both television and online advertising. Additionally, the campaign’s target audiences of older women, 55+, and white women who were exposed to both TV and online ads were more favorable towards Kelly, more likely to recall having seen, read or heard something about Kelly and more likely to vote for Kelly than their counterparts who were exposed to TV ads only.
To read the complete “Effectiveness of Online Political Advertising: Chris Kelly, Democrat for Attorney General Case Study,” click here.