After Ram’s Super Bowl ad caused a backlash on social media and in the news, Morning Consult launched an in-depth survey to evaluate what Americans really thought. The central takeaway: elite commentary and Twitter analytics were not representative of broader consumer responses.

To get access to the full findings of this survey, as well as information on our suite of message and creative-testing tools, enter your information below.

Highlights from the study:

  • Forty percent of Americans who are considering purchasing a vehicle in the next 12 months say this ad makes them more likely to purchase a Ram truckJust 16% said it made them less likely.
  • Forty-eight percent of African Americans said the ad gave them a more favorable view of Ram, while 17 percent said less favorable.
  • Fifty-six percent of Americans said the ad was not disrespectful to MLK Jr. legacy, while 28 percent said it was.

Plus: Watch respondents react in real-time to Ram’s Super Bowl ad. Respondents were asked to indicate whether they had a favorable or unfavorable view of the commercial they were watching.

To request the full study and get more information on Morning Consult’s message and creative-testing tools, fill out the form below:















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