Per Media Curves

"The ad which focuses on Governor Palin's record regarding the treatment of wildlife in Alaska seemed to strike a chord with voters. The recent ads from both parties have had little impact among voters. This is the first ad in over a month that seems to have broken through."

After watching the ad, 25% of the focus group characterized themselves as angry, including 36% of Democrats, 15% of Republicans and 26% of Independents. 16% of the group responded with "sadness" and 29% were disturbed, including 31% of Democrats, 26% of Republicans and 29% of Independents. 22% also viewed the ad with skepticism.

The ad helped Obama achieve a Political Communications Impact Score (PCIS) of 23.3, which is a metric that illustrates the change of voters' perception on each candidate. In comparison, McCain's sex education ad only received a PCIS score of 4.8 and Obama's "More of the Same" ad only ranked a 3.2.

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