The evidence behind every score and reading: persuasion experiments, ad libraries, campaign video and election data, each with a preview, its schema and its files. 12 datasets · 772.1K rows previewed · 803.0 MB
Campaign ad persuasion experiments
Hewitt, Broockman, Coppock et al. · APSR 2024 · Swayable
617 real campaign ads, each tested against a control group: measured persuasion effects, hand-coded features for every ad, and 607,450 de-identified responses.
PAX2 reference model
PAX2 · built from the persuasion experiments
Per-feature persuasion differences from a random-effects meta-regression, the spread of true effects, and a leave-one-study-out test of how predictable an ad is from its features.
Small effects of political advertising
Coppock, Hill & Vavreck · Science Advances 2020
59 real-time randomized experiments on 49 presidential ads with 34,000 participants: persuasion effects by context, message, sender and receiver.
Do emotional ads persuade?
Replication data · Harvard Dataverse, 2026
Real-time campaign advertising experiments testing emotional appeals against measured persuasion.
Upworthy headline experiments
Matias et al. · Scientific Data 2021
32,487 randomized headline and image tests with click outcomes, 2013–2015: which opening line earns the click.
Reform campaigns in Google's political ad library
Google Political Ads Transparency · via GovBlock
Every open-primary and ranked-choice advertiser's Google ads: creatives, dates, impression bands, spend ranges, targeting, weekly spend and spend by state.
Reform campaign shorts
YouTube Data API · Oct 3, 2026
About 30 recent shorts each from Vote YES on 3, Courageous Colorado, Open Primaries and Unite America, with public views, likes, comments and length.
Massachusetts House ballots, 2022
Klarner State Legislative Election Returns · via GovBlock
How many candidates were on the 2022 general-election ballot in each of the 160 Massachusetts House districts.
PAX2 takes and video analysis
PAX2
Every take's video, word-level transcript, timestamped video review with captions and text on screen, and measured loudness, pitch and pauses.
Polis conversations
The Computational Democracy Project
Real Polis conversations with full vote matrices: how opinion groups form and which statements bridge them.
Political ad content codebook
Wesleyan Media Project · 2020
The standard scheme for coding political ads: sponsor, tone, issues, appeals, visuals, music.
Persuasion archive reproduction code
active-maintenance-aec on GitHub
R code that downloads, checksums and rebuilds the persuasion archive's analysis.