Kyle Dropp, Morning Consult’s Chief Research Officer, said the 2005 Access Hollywood video stands out as one of the most negative clips he has ever dial-tested. “I’ve tested hundreds of political videos and advertisements, and this is the lowest I have ever seen a dial-test score. For a score to be this low there has to be negative reactions among all Republicans, Democrats and independent viewers,” Dropp said.
Respondents were asked to watch the videos and use their mouse or arrow keys to register how positively or negatively they felt about the video, moment to moment. If they didn’t move at all, the score registered as zero. Negative scores go as low as -100, positive scores go up to 100.