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Neuro-marketing specialist Heather Andrew explains how audiences responded to the televised ads and gives five top tips for an influential campaign video

If you believe the commentators, the 2015 general election marks the death of political advertising. As a case in point, there was more fanfare over John Lewis’ Christmas ad than the campaign launches of the two main parties. But what about the much-derided party political broadcast? Has social media killed it off too? Or – like Trevor Beattie sounding the death knell of the 30-second ad – are rumours of its demise exaggerated?

Research we carried out suggests that party political ads are alive, well and still carry considerable influence over viewers’ perceptions of political brands. Using brain-imaging technology to measure how the brain responds to communications, we investigated viewers’ subconscious responses to two key election broadcasts: Labour’s Martin Freeman endorsement ad and a party political broadcast by the Conservatives, which aired at the same time.

Related: Miliband and Brand: the good, the bad and the ugly political endorsements

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