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Study finds YouTube campaign videos more positive than TV ads

From Tech President:

The Brookings Institution has released a new study of the political use of online video that finds that YouTube campaign videos are more positive than TV campaign advertisements.

"YouTube videos are more positive than TV advertisements because they are more narrowly targeted to the highly informed, highly motivated, usually supportive people who view a candidate’s online videos. Informing and inspiring supporters is a task well suited to YouTube videos," according to the study authored by Rob Salmond, assistant professor for political science at the University of Michigan. He examined more than 3,000 YouTube videos uploaded for various campaigns in 12 countries, and his general finding holds across them all, though the difference was not the same in all countries.

Read the rest at Tech President.

Posted on April 11, 2012 in