You might remember Roy Morgan’s Reactor technology as the real life audience response tracking system that Channel Seven used in its coverage of the leadership debates in Australia at the last election – otherwise known as the Polliegraph. Morgan has deployed that technology to track US audience response to a number of political ads currently showing in the US as they head toward their midterm elections.

Unlike the Polliegraph, where audience members were all in the same room – this was deployed online with people across the US using a digital slider to give positive or negative reactions to the advertising as they were watching it.

This week’s clutch of propaganda political advertising contains TV spots from the following:

  • Meg Whitman – Republican candidate for Governor of California
  • Jerry Brown – Democrat candidate for Governor of California
  • Carly Fiorina – Republican nominee for Senate  – California
  • Barbara Boxer – Democrat nominee for Senate  – California
  • Sharron Angle – Republican Senate nominee Nevada
  • Harry Reid – Democrat Senate nominee Nevada
  • Ron Johnson – Republican Senate nominee Wisconsin
  • Russ Feingold – Democrat Senate nominee Wisconsin

The links below take you to a video and stream of the audience reactions that looks like this:


You can view the audience response broken down into a number of demographics  – so choose your poison:

By Party Support

By Gender

By Age

Roy Morgan also ran another batch of ads for audience response the week before – these ads came from:

  • Democratic Senatorial Campaign Committee
  • Marco Rubio – Republican Senate nominee, Florida
  • Alan Grayson- Democrat Congressman, Florida’s 8th district
  • Sharron Angle- Republican Senate nominee, Nevada
  • Paul Ryan – Republican Congressman, Wisconsin’s 1st district
  • Joe Sestak – Democrat, US Senate, Pennsylvania
  • Stephanie Herseth Sandlin -Democrat, US Congress, South Dakota

Again, you can see the audience response broken down into cohorts:

By Party Support

By Gender

By Age

For all the talk of how elections are becoming more presidential in Australia, what we haven’t really seen is any move in Australia towards the type of political advertising above. Something we can probably all be thankful for!

It’s an interesting contrast against the style of political advertising we usually see here.

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Peter Fray
Peter Fray
Editor-in-chief of Crikey
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