Featur e


The biggest change, though, occurred in the questions


when respondents were given a choice between the two named Congressional candidates. Those who identified Castor with cocaine monkeys went from 28% in the first poll to 36% in the final poll, an 8 percentage point in- crease. Under the same parameters, Prendergast remained statistically unchanged, going from 12% to 13%. While 4%, 6%, and 8% are not as large of movements as those currently associated with television, the movements are consistent in direction and the data proves the effec- tiveness of digital ads to change voters’ opinions. Again, the Internet is not yet the campaign howitzer that televi- sion advertising is, but the outcomes of 31 House races de- cided in the 2010 by 4% or less could have been changed


by the skillful application of digital ads.


All Voters, Measured Within the Final Poll Looking at the polls internally yielded similar results, al- beit with smaller sample sizes and a much higher margin of error.


Among all voters who had seen the Internet ads (n=56),


the vote on the final poll was 58% for Castor to 42% for Prendergast – a four-point swing when compared to ac- tual election results. Looking at the results from another angle (below), those


voters who had seen, read, or heard the phrase “Does your monkey need rehab?” – those with whom the message was burned in (n=55) – voted for Castor at a rate of 53%.


4 point swing in Prendergast’s favor


36 Campaigns & Elections | Canadian Edition


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