Cruz TV ads seen as most effective

Politico:
Ted Cruz has a powerful tool as he tries to close the deal with Iowa voters: He has aired the most effective TV ads in the Republican presidential race, according to independent research by a private company.

The ratings come from Ace Metrix, a television analytics company that uses large online panels to rate the effectiveness of TV commercials. The company’s political unit found that Cruz’s campaign produced five of the 11 top-scoring ads among Republican voters this election, including the single most effective ad of the GOP primary so far.

The ad is simple: Cruz faces the camera, wearing a suit and red tie, positioned just right for the American flag pin on his lapel to be in the middle of the screen.

“Under President Obama and Secretary Clinton, the world is more dangerous and American is less safe,” Cruz says, brow furrowed. “If I’m elected to serve as commander-in-chief, we won’t cower in the face of evil. America will lead. We’ll rebuild our military. We’ll kill the terrorists. And every Islamic militant will know: If you wage jihad against us, you’re signing your death warrant. And under no circumstances will I ever apologize for America.”

According to Ace Metrix’s ratings, the normal rating in the political category was 452, under the company’s scale. Cruz’s “kill the terrorists” ad scored a whopping 704. Many campaigns have used Ace Metrix to gauge the effectiveness of their spots.

According to data provided by Ace Metrix, Republican viewers who were surveyed in panels of 400 to 500 people consistently found Cruz’s spots more watchable, persuasive, and attention-getting, and they typically made more viewers want to seek more information about Cruz after watching the spots. All of those items feed into the company’s composite effectiveness score.

Cruz’s ads also rate especially high on the Ace Metrix “credibility” scale, never more so than when he speaks straight to the camera. Cruz also scored the third-best ad in the ratings, a minute-long spot featuring his viral anti-media tirade against CNBC moderators in a November debate.
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There is more.

Some of the ads are very subtle such as the one attacking the Gang of Eight immigration bill which shows a picture of a smiling Rubio next to Democrat sponsors of the legislation.  That ad also made it into the top 10.

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