It's very possible this presidential election will see over $10 billion spent. A huge portion of that will go into TV commercials.
Can we measure the effectiveness of these TV ads? Yes.
What's the biggest factor in moving the needle on potential voters? Emotions.
What about facts, the issues, a candidate's platform ... you know, the serious stuff? Not really, sorry.
That's the analysis from Copypop.com, an online platform that tests advertising among consumers. At the request of The Big Crunch, the company tested several ads from leading presidential candidates to see which ones had the most success in shifting voter opinion.
"We can explain 90 percent of the change in voting intention by people's emotional response alone," said Dan Goldstein, a co-founder of Copypop.