Final Presidential Debate:
Dial-test video results for portions of the “American Families” segment are included below, which make clear the specific issues on which the candidates’ positions attract voters and those where there is weakness. Further insight is provided by examining the shaded areas in the video. Using the ratings scale on the left, the shaded area above the middle indicates the percentage of Republicans, Democrats and Independents who believe a moment is a “Great Moment” while the shaded area below the middle indicates the percentage of each group that believe that a statement that was made is “Not True”.
Play the video and identify the moments of strength and weakness for each audience segment or contact Mercury for a more in-depth review.
Trump Segment Performance *
Q: What one word would you use to describe Donald Trump’s performance in this video?
* Responses from those who felt Joe Biden
performed best in the tested video.
The segment dealing with American Families showed strong Democratic support for Joe Biden and similar but weaker support for Donald Trump among Republicans. Independents showed some support for Joe Biden’s positions as well as Donald Trump’s positions showing that this issue divides Independents. Republicans showed less negativity to Joe Biden than Democrats showed to Donald Trump, reinforcing the theme that Donald Trump generates strong negative reaction among Democrats while Joe Biden is seen less negatively by Republicans.
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