komma research and consulting GmbH has tested election advertising spots of 6 parties, which have moved into the Bundestag, in the run-up to the current parliamentary elections.

The spots of the two largest parties, “CDU” and “SPD”, score relatively low along the two dimensions Wow-Effect (= excitement and viral potential) and Shift (= persuasive performance). They are perceived as boring, old-fashioned, and less surprising and merely score well at emotionality.

The spots of “die Grünen” and “der Linken” paint a different picture: Both generate a high Shift and an above average Wow-Effect – also in the benchmark comparison with additionally tested commercial advertisements. The “Linke” spot scores especially at credibility and conviction, the “Grüne” spot is additionally perceived as likable, entertaining and cool. The fact, that the “FDP” spot is showing a markedly weaker Wow-Effect and Shift is remarkable for the brand and advertising researchers at komma. The spot stands out, seems cool and surprising, but is apparently missing emotionality and convincing content. The “AfD” spot scores, together with the “CDU” spot, the worst.

How stongly the “AfD” polarises becomes clear once the results are observed in detail for the proponents of the parties separately: No other spot reaches such a high level of persuasive performance within the own clientele like the “AfD” spot. The “FDP” spot captivates its proponents too. Also here, the “SPD” and “CDU” spots fare the worst.

948 representatively selected people over the age of 18 were asked through an online panel within three days prior to the parliamentary election.