Does political priming make brand advertisements less effective?

A new report from the Intelligence Group finds that political ads leave a negative “hangover effect” on consumer perception.

Brand ads that followed political ads were rated 27% less appealing and 29% less entertaining by viewers, suggesting that consumers have a difficult time compartmentalizing feelings stirred up by political advertisements. This is true whether the political ad had a negative or positive tone.

This report is based on a survey of US consumers from SONAR™, J. Walter Thompson’s proprietary consumer research tool, in partnership with Forethought.

The Political Advertising Hangover Effect

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