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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_idindex_idsstatesdataset_yearcovariate_question_idsrace_levelfavorabilityvotechoicedatasetn_statesdaten_responses_study
X495cbb4fe018favorability.X495cbb4fe018AZ2018——favorability.X495cbb4fe018—2018117630176
X4cd2c9923737votechoice.X4cd2c9923737—2018———votechoice.X4cd2c9923737201850176424557
X3c2f80c20258favorability.X3c2f80c20258AZ2018——favorability.X3c2f80c20258—2018117712801
X0c2b064a71c5favorability.X0c2b064a71c5FL2018——favorability.X0c2b064a71c5—20181177361816
X5a248af8c0f1favorability.X5a248af8c0f1,votechoice.X5a248af8c0f1MN2018——favorability.X5a248af8c0f1votechoice.X5a248af8c0f120181177761306
X9b63b51005a1favorability.X9b63b51005a1NJ2018——favorability.X9b63b51005a1—2018117794419
X43915f01925bfavorability.X43915f01925b,votechoice.X43915f01925bMN2018——favorability.X43915f01925bvotechoice.X43915f01925b20181177971155
X0ca4a39fd242favorability.X0ca4a39fd242,votechoice.X0ca4a39fd242—2018——favorability.X0ca4a39fd242votechoice.X0ca4a39fd242201850177998854
Schema · 27 columns
study_idstring
index_idsstring
statesstring
dataset_yearfloat64
covariate_question_idsstring
race_levelstring
favorabilitystring
votechoicestring
datasetstring
n_statesfloat64
datefloat64
n_responses_studyInt32
n_treatmentsInt32
n_per_treatmentfloat64
has_votechoiceboolean
has_favorabilityboolean
any_treatment_addedboolean
any_treatment_removedboolean
covariates.Gender.Xa01aeb488250boolean
covariates.Education_Alt2.X39f690afdab3boolean
covariates.PoliticalPartyNoOp.Xc0099c5732d9boolean
covariates.PoliticalBeliefsNoOp.X756e64b019feboolean
covariates.TrumpApproveNoOp.Xaeca50508c71boolean
covariates.BirthYear2020.X8236c9b99112boolean
covariates.WhatRaceOrEthnicGroupMostIdentifyWith.Xcbe8335da070boolean
election_datefloat64
days_until_electionfloat64

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.