Finding 5: Message Clarity Favored Yes on 8

How many times the average voter saw Yes on 8 ads and No on 8 ads



 

Yes on 8 Ads

No on 8 Ads

Bakersfield

20

1

Chico-Redding

20

0

Fresno

31

5

Los Angeles

30

40

Monterey

30

24

Palm Springs

16

14

San Diego

36

38

Sacramento

37

40

San Francisco

18

39

Santa Barbara

22

21












The number of advertisement views can potentially over- or understate message penetration. Yes on 8 focused most of its ads around one clear message, increasing its potential for message penetration or even discourse domination. No on 8’s apparent parity in number of ad views in some markets was undercut by the multiplicity of messages in its ads.

How many times the average voter saw Yes on 8 ads and No on 8 ads



 

Yes on 8 Ads

No on 8 Ads

Bakersfield

20

1

Chico-Redding

20

0

Fresno

31

5

Los Angeles

30

40

Monterey

30

24

Palm Springs

16

14

San Diego

36

38

Sacramento

37

40

San Francisco

18

39

Santa Barbara

22

21












The number of advertisement views can potentially over- or understate message penetration. Yes on 8 focused most of its ads around one clear message, increasing its potential for message penetration or even discourse domination. No on 8’s apparent parity in number of ad views in some markets was undercut by the multiplicity of messages in its ads.