Commentary
Just View It: Real-Time Reactions To Nike's Kaepernick Spot
- by Joe Mandese @mp_joemandese, September 10, 2018
A real-time video dial-test of nearly 2,000 American viewers shows a polarization of responses throughout Nike’s “Just Do It” spot featuring controversial NFL protester Colin Kaepernick.
Respondents to the Morning Consult test were asked to indicate in real time whether they had a favorable or unfavorable view of the commercial …
2 comments about "Just View It: Real-Time Reactions To Nike's Kaepernick Spot".
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Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
Joe, what's missing from this interesting report is a comparison with the norms in such studies for commercials of a similar nature--- or in general. If 39% of those who saw this commercial rated it very positively while only 9% were very negative, what if the normal findings were 55% and 5%, respectively? Then, it might not appear to be such a big success. Or if the norms were, 25% and 15%, then the Kaepernick spot would be seen in quite another light. Just curious.
Having watched the generational video, I find that results are more telling by generation than race; especially since I'm not seeing a "spike" in a steadily advancing increase in the one line. That said, I'd be able to tell more about the generational findings if there had been any mention of whether the sample was balanced to the Census or more about the methodology and administration. And yes - what are the norms? It seems that many journalists are not paying attention to accuracy and complete reporting in deference to how quickly another article can be posted...