Final Presidential Debate: 
American Families

American Families

Dial-test video results for portions of the “American Families” segment are included below, which make clear the specific issues on which the candidates’ positions attract voters and those where there is weakness. Further insight is provided by examining the shaded areas in the video.  Using the ratings scale on the left, the shaded area above the middle indicates the percentage of Republicans, Democrats and Independents who believe a moment is a “Great Moment” while the shaded area below the middle indicates the percentage of each group that believe that a statement that was made is “Not True”.

Play the video and identify the moments of strength and weakness for each audience segment or contact Mercury for a more in-depth review.

Who Did Better: American Families

Q: Overall, who would you say did better in this video?
(‘Much’ or ‘Somewhat’ better for each candidate)

Key Takeaways

The segment dealing with American Families showed strong Democratic support for Joe Biden and similar but weaker support for Donald Trump among Republicans. Independents showed some support for Joe Biden’s positions as well as Donald Trump’s positions showing that this issue divides Independents. Republicans showed less negativity to Joe Biden than Democrats showed to Donald Trump, reinforcing the theme that Donald Trump generates strong negative reaction among Democrats while Joe Biden is seen less negatively by Republicans.

FULL SEGMENT DIAL-Test 

Below view the dial-test results among Republicans, Democrats and Independents. For more detailed analysis for other audience segments, please contact Jordan Kraft at 202-386-6322 x 322.