Source: Media Curves
After viewing a recent ad on "Palin's Wildlife Record" published by Defenders of Wildlife Action Fund, a national focus group consisting of 312 self-reported Democrats, Republicans and Independents revealed that the ad helped Barack Obama achieve sizable Political Communications Impact Score (PCIS) of 23.3.
The Political Communications Impact Score is a measurement of the impact of political ads on voter perceptions, changes in voter support and the extent to which voter support shifts toward political candidates. The effectiveness of the 'wolves' ad was determined by a moderate movement among all parties toward Barack Obama.