By Aaron Blake - 05/17/07 07:22 PM EDT
Early ads from Edwards, New Mexico Gov. Bill Richardson (D) and former New York Mayor Rudy Giuliani (R) drew lukewarm reviews across the board, with the lone exception being Democrats’ enthusiasm for Edwards’s ad.
While Republicans gave the ad very low marks, Democrats gave it a 7.8 out of 10 for its strength of message and a 7.5 for credibility. It scored 6.8 or above in all six categories measured, including appeal and as an ad the respondent would talk about.
Independents rated the ad as average.
Democrats also liked Richardson’s ad, but to a lesser extent. Republicans and independents, on the other hand, weren’t convinced by his message pushing bipartisanship and gave it subpar marks.
In the ad, Richardson walks along a short wall and talks about reaching across it. “Being stubborn isn’t a foreign policy,” he says.
Democrats gave it a 7.1 for credibility but average marks for memorability and being an ad they would talk about.
Giuliani’s lengthier Internet ad features several clips of Giuliani speaking about his views on the issues confronting a president. Most Republicans marked it between 6.4 and 6.9, although, like Richardson’s ad, it wasn’t very memorable or buzz-worthy.
Democrats and independents rated Giuliani’s ad below average across the board in the six categories.
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.