Air War: Romney’s ‘leadership’ running ad tests below average

Mitt Romney’s ad, entitled “Leadership” and featuring the former Massachusetts Republican governor jogging while a narrator describes his accomplishments, tested below average in almost every category in a survey of Washington insiders conducted by Wilson Research Strategies Inc.

Wilson Chief Executive Chris Wilson said the ad is interpreted as an attempt to distinguish Romney’s energy and leadership — another version of the same ad, entitled “Energy,” is running in Florida — from Sen. Fred Thompson (R-Tenn.), but the spot fails to make its mark in terms of memorability and effectiveness.

“The ‘running man’ theme is clearly an attempt by the Romney campaign to contrast themselves with the charges that Fred Thompson is a lazy campaigner,” Wilson said. “However, it may be a bit too subtle, as Republicans are unmoved by its message and the ad is not something that they will remember. However, it is seen as credible, so perhaps it builds a bridge for a more direct contrast with Thompson in the future.”

Overall, the ad tested below average in the categories of “strong message,” “effective,” “memorable” and “an ad I would talk about.”

Only in the categories of appeal and credibility did the ad manage to score narrowly above average. Republican respondents saw the ad just barely above average in terms of effectiveness, appeal, memorability and credibility.

Democrats and independents found the ad below average in every category.

Another ad from MoveOn.org, targeting Democratic Rep. Brian Baird (D-Wash.) for his seeming support of the Iraq troop surge, tested reasonably well, coming in above average in four of six categories, average in one and just below average in the “appealing” category.

The ad features an Iraq veteran, John Bruhns, discussing a riot in the Abu Ghraib market area in which Iraqis were shooting at the soldiers.

“We were told we were there to liberate these people,” Bruhns says to the camera. “They were shooting at us.”

He adds that to continue the war is “wrong, immoral and irresponsible.”

“MoveOn.org’s ad certainly motivates Democrats, but scores very low among Republicans and has just above average impact with independents,” Wilson said. “This illustrates that the ad works with the Democrat[ic] base, but has little impact on those who are either undecided or supporting continued involvement in Iraq.

“The fact that it is rated so low with Republicans in the area of credibility shows that MoveOn.org may have marginalized itself as a group, having little impact outside of a very liberal base.”

Working with The Hill for its Air War feature, Wilson Research Strategies e-mails campaign or issue ads to survey participants who view the ads and rate their effectiveness on several criteria.