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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.

persuasionrandomizedvideo ads20182020
Rows previewed609.8K
Files1 · 269.3 MB
LicenseCC0
Original source

What it can tell you

Which coded ad features went with larger measured persuasion

How much true effects vary from ad to ad

How persuasion differs by party and gender of the viewer

What it can't

The ads themselves, their transcripts, or campaign names

Paid engagement metrics like views or shares

regression_ates · 1.6Ktagging_2020 · 494tagging_2018 · 148studies · 146responses · 607.5K
study_iddataset_yearresponse_idtreatcontent_idstart_timebirth_yearagegendereducationethnicityparty_continuous
X495cbb4fe0182018X6e21b53a5a7e0X8b126c2f3ebc1522865787.308195266malesome-collegeother-mixed6
X495cbb4fe0182018X4ec8b345a7f11X968edf32f1b41522865976.04195266malehighschoolwhite5
X495cbb4fe0182018X94d05b28ada01X05df5365013f1522867505.746193385femaleschoolwhite10
X495cbb4fe0182018X443c5e29b42f1X05df5365013f1522867722.476194771femaleschoolwhite10
X495cbb4fe0182018X692d45c36b041Xdbe1138cec231522867832.671195761femalesome-collegehispanic-latino0
X495cbb4fe0182018X23d3eb359b181X3b9cca90c36e1522870424.908195464malesome-collegewhite5
X495cbb4fe0182018X84b16cd6d0070X8b126c2f3ebc1522870677.604199028malecollegewhite2
X495cbb4fe0182018Xdbf80f0bb5370X8b126c2f3ebc1522870876.056198929malesome-collegehispanic-latino9
Schema · 31 columns
study_idstring
dataset_yearfloat64
response_idstring
treatfloat64
content_idstring
start_timefloat64
birth_yearfloat64
agefloat64
genderstring
educationstring
ethnicitystring
party_continuousfloat64
partystring
covariates.Gender.Xa01aeb488250string
covariates.Education_Alt2.X39f690afdab3string
covariates.PoliticalPartyNoOp.Xc0099c5732d9float64
covariates.PoliticalBeliefsNoOp.X756e64b019fefloat64
covariates.TrumpApproveNoOp.Xaeca50508c71float64
covariates.BirthYear2020.X8236c9b99112float64
covariates.WhatRaceOrEthnicGroupMostIdentifyWith.Xcbe8335da070string
favorabilityfloat64
votechoicefloat64
votechoice_dichotomizedfloat64
drop_spammerboolean
drop_mistargetedboolean
drop_duplicateboolean
drop_addtreatmentboolean
drop_deltreatmentboolean
drop_treatmentexcludedboolean
dropboolean
cluster_idInt32

Files

swayable/replication_archive.zip269.3 MB

Used in PAX2

Scoring · What controlled tests foundScript research priors

Cite

Hewitt, L., Broockman, D., Coppock, A., Tappin, B., Slezak, J., Coffman, V., Lubin, N., & Hamidian, M. (2024). How Experiments Help Campaigns Persuade Voters. American Political Science Review.