Amid a turbulent political season, it’s imperative that brands reckon with how political advertising can affect perception of not just campaigns but the brand as a whole. According to a survey conducted by SONAR™ in partnership with Forethought, when a brand advertisement was immediately preceded by a political advertisement:
– The brand’s ad was seen as 32% less relevant and 14% less likable
– Brand reputation was rated 35% lower
– Perceived product quality fell by 24%
The findings were true even of political advertising with positive messages, which still generated negative emotions in consumers. Consumers were asked to rate an Extra gum ad, “
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The “hangover effect” suggests that political ads evoke emotional reactions that are difficult for consumers to compartmentalize.
Download the full report here.
