If Chet Culver wants to follow in the footsteps of fellow Democrat and popular Iowa Gov. Tom Vilsack, he’s going to have to do better than clichés about his tight-knit family, excellence in the state’s schools and the “jobs of tomorrow” in his campaign ads, according to a recent survey by Wilson Research Strategies Inc.

Culver, the secretary of state who won the Democratic nomination for governor this month, was roundly beaten by a competing television ad from the campaign of his Republican opponent, Rep. Jim Nussle, scoring lower than Nussle even among Democrats surveyed.

Nussle’s ad was favored by 53 percent of Democrats, compared to Culver’s 31 percent. Nussle’s ad won overall, 58-25.

For strength of message, Democrats gave Culver’s ad a 5.6 on a 1-10 scale, while Nussle’s got a 6.5. Overall, respondents gave Nussle a 6.5 rating on his message, while Culver got a 5.0, well below the Air War average of 6.1.

Wilson Research Strategies CEO Chris Wilson said Culver’s ad set record lows for its rating as “an ad I would talk about.”

“For whatever reason, this ad, whereas it didn’t do all that poorly in some of the other areas, is likely to generate absolutely no buzz whatsoever,” Wilson said. “It’s just not a memorable ad. So, for a candidate who is not all that well-known running against a fairly well-known member of Congress, I would say this ad just isn’t going to get it done.”

Culver’s ad jumps broadly from topic to topic, beginning with a shot of Culver and his father, former Sen. John Culver, saying how, “in the Culver family, your word is your bond.” The Democrat is called a teacher, a coach, a husband and a father who “cut paperwork and saved taxpayers millions as secretary of state” and “has a specific plan and new ideas to bring excellence to our schools and create the jobs of tomorrow.”

The ad shows Culver holding a book that presumably contains his plan, but no details are discussed. It goes on to say he’s endorsed by labor and women’s groups and is the only Democrat who can beat Nussle. It closes with, “Ready to lead Iowa forward; ready to win in November.”

Nussle’s ad, meanwhile, focuses on extraterritorial issues such as Middle East conflict, natural disasters and high gas prices and says the congressman will “make Iowa part of the solution.” It shows to Nussle in a factory, spouting specific goals for the state.

“Developing renewable energy will create good jobs in Iowa and make America less dependent on foreign oil, so everyone pays less at the pump,” Nussle says. “I support making every gallon of gas sold in Iowa an ethanol blend. By the year 2020, Iowa should get 20 percent of its energy from renewable sources. Let’s energize Iowa’s future — and America’s.”

Culver’s ad did play well to lobbyists and senior K Street executives, who gave him a 7.1 credibility rating and a 6.3 rating for effectiveness and strength of message. State and local government workers gave him the lowest marks, including a 2.7 for “an ad I would talk about.”

Nussle’s ad was rated best by political and public-affairs consultants, who gave his message a 7.0 and his effectiveness a 6.6. But he struggled with news media, which gave him marks similar to Culver’s.

Working with The Hill for its Air War feature, Wilson Research Strategies e-mails campaign or issue ads to survey participants who view the ads and rate their effectiveness on several criteria.