{"id":2999,"date":"2017-09-26T09:36:35","date_gmt":"2017-09-26T07:36:35","guid":{"rendered":"https:\/\/test.komma-forschung.de\/neu-entwickeltes-testverfahren-zeigt-schwaechen-des-cdu-und-spd-wahlwerbespots\/"},"modified":"2025-10-24T11:23:10","modified_gmt":"2025-10-24T09:23:10","slug":"newly-developed-test-approach-shows-weakness-of-cdu-and-spd-election-advertising-spots","status":"publish","type":"post","link":"https:\/\/www.komma-forschung.de\/en\/newly-developed-test-approach-shows-weakness-of-cdu-and-spd-election-advertising-spots\/","title":{"rendered":"Newly developed test approach shows weaknesses of CDU and SPD election advertising spots"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mcswb52x-319133c9c94c498e0c45acbc94cbd2a4\">\n#top .hr.hr-invisible.av-mcswb52x-319133c9c94c498e0c45acbc94cbd2a4{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-mcswb52x-319133c9c94c498e0c45acbc94cbd2a4 hr-invisible  avia-builder-el-0  el_before_av_section  avia-builder-el-no-sibling '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_1'  class='avia-section av-ggzd7-e015b82407531185e7f9706dd2753408 main_color avia-section-default avia-no-border-styling  avia-builder-el-1  el_after_av_hr  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-2999'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-mcswccve-87ffbde93380ae87fbeca9b020d67383 av_one_fifth  avia-builder-el-2  el_before_av_three_fifth  avia-builder-el-first  first av-break-at-tablet flex_column_div  '     ><\/div><div  class='flex_column av-gey2b-21ef5fc1660299b9caa2deae1ce90ca2 av_three_fifth  avia-builder-el-3  el_after_av_one_fifth  el_before_av_one_fifth  av-break-at-tablet flex_column_div  '     ><section  class='av_textblock_section av-btl4r-a190df6646d607aecdf1ad50b3b80a0e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>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.<\/p>\n<p>The spots of the two largest parties, \u201cCDU\u201d and \u201cSPD\u201d, 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.<\/p>\n<p>The spots of \u201cdie Gr\u00fcnen\u201d and \u201cder Linken\u201d paint a different picture: Both generate a high Shift and an above average Wow-Effect \u2013 also in the benchmark comparison with additionally tested commercial advertisements. The \u201cLinke\u201d spot scores especially at credibility and conviction, the \u201cGr\u00fcne\u201d spot is additionally perceived as likable, entertaining and cool. The fact, that the \u201cFDP\u201d 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 \u201cAfD\u201d spot scores, together with the \u201cCDU\u201d spot, the worst.<\/p>\n<p>How stongly the \u201cAfD\u201d 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 \u201cAfD\u201d spot. The \u201cFDP\u201d spot captivates its proponents too. Also here, the \u201cSPD\u201d and \u201cCDU\u201d spots fare the worst.<\/p>\n<p>948 representatively selected people over the age of 18 were asked through an online panel within three days prior to the parliamentary election.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1774\" src=\"https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2025\/08\/komma_Wow_index_BTW_2017_Folie1.jpg\" alt=\"\" width=\"1040\" height=\"720\" data-wp-editing=\"1\" srcset=\"https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2025\/08\/komma_Wow_index_BTW_2017_Folie1.jpg 1040w, https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2025\/08\/komma_Wow_index_BTW_2017_Folie1-300x208.jpg 300w, https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2025\/08\/komma_Wow_index_BTW_2017_Folie1-1030x713.jpg 1030w, https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2025\/08\/komma_Wow_index_BTW_2017_Folie1-768x532.jpg 768w, https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2025\/08\/komma_Wow_index_BTW_2017_Folie1-705x488.jpg 705w, https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2025\/08\/komma_Wow_index_BTW_2017_Folie1-611x423.jpg 611w\" sizes=\"auto, (max-width: 1040px) 100vw, 1040px\" \/><\/p>\n<\/div><\/section><\/div><div  class='flex_column av-b1cxf-e5153acafb1fe04767c57f822ab87b49 av_one_fifth  avia-builder-el-5  el_after_av_three_fifth  avia-builder-el-last  av-break-at-tablet flex_column_div  '     ><\/div>\n","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":4,"featured_media":2527,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-2999","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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