Political advertisers must swiftly and precisely measure the effectiveness of their TV ads within a complex, hyperlocal media landscape to optimize campaign messages during events like the New Hampshire Republican primary, where over 40 different ads with varying messages were broadcast.

Thanks to Dynata’s Brand Lift, the political advertiser obtained quick and detailed results without compromising decision-making on poor data

Within a day of airing, advertisers received detailed findings, enabling swift mid-campaign optimization.

• • Candidate Familiarity increased +8 pts across exposed, with notable increase (+14 pts) among independents
• 100% candidate recall among exposed households.
• +50% of exposed households consider TV as a key factor to evaluate candidates, much higher than unexposed. 

About Effectv

Reaching Diverse Audiences with Speed and Scale

Effectv is a division of Comcast Advertising, which helps advertisers use the best of digital with the power of TV to grow businesses. It provides multiscreen marketing solutions to make advertising campaigns more effective and easier to execute. It has a presence in 66 markets with nearly 35 million owned and represented subscribers. For more information, visit www.effectv.com.

The challenge

Agile Rollout Enabling Real-Time Adjustments

Political advertisers face the ongoing challenge of understanding how their message resonates with voters and potential voters in a complex and cluttered media landscape within a hyperlocal geography.

During the New Hampshire Republican primary, over 40 different ads were broadcast with varying messages. Understanding which ad was most effective at getting a candidate’s message across and which type of message was most effective were two very critical questions.

A political advertiser needed help to measure effectiveness of their TV ads using an approach that both yielded results quickly so they could optimize the campaign message while in flight and with deep geographic granularity to match the regional ad placement.

The solution

Hyperlocal Brand Lift Ad Effectiveness Measurement

Dynata interviewed households in New Hampshire who were exposed to specific political ads served to them by EffecTV. The ads were grouped together based on positive or negative results and were quickly compiled and reported on to enable candidates to leverage the insights to guide their campaign. The political advertiser obtained quick and detailed results on their election ads without compromising decision-making on poor data.

The impact

Within a day of airing, advertisers received detailed ad effectiveness findings from Effectv. Insights covered candidate role model status, preparedness for challenges, and the impact of positive versus negative ads on voter intentions. This enabled swift mid-campaign optimization for more effective messaging.