Corporations That Promote Civil Rights in Tremendous Bowl Adverts Seen Favorably By Most People — However Not Republicans

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A solid majority of Americans would see companies promoting civil rights in Super Bowl ads cheaper – but Republicans feel much less the same, according to a new poll.

Morning Consult’s poll, published this week, asked respondents to say whether they rated companies cheaper or less favorable based on the themes of their Super Bowl ads. They interviewed 18 different potential topics and the results were for the most part predictable.

There was partisan disagreement on issues such as abortion rights and gun control, as well as general agreement on things like “demands for national unity” or “thanks to health workers and essential workers for their COVID-19 response,” although Republicans disapproved of the demand Unity was far less enthusiastic than Democrats or Independents.

But when the respondents were asked: “Would you have a more or less positive opinion about a company that advocates or supports it? [civil rights] during a Super Bowl commercial? “The result was that a strong majority – 56 percent total – said they would see these companies cheaper, versus 24 percent who would see them less cheaply for a spread of plus 32 points. That’s 75 to 12 percent among Democrats and 50 to 24 percent among Independents.

But among Republicans, only 37 percent say they would see civil rights-promoting companies cheaper, while 42 percent say they would see them less positively – a spread of minus 5 points. The hostility to Super Bowl ads on civil rights was 32 percent positive and 50 percent unfavorable among Trump 2020 voters.

The good news for civil rights corporations is that the fans who pay the most attention to the ads overwhelmingly support such news. Among the people who say they only watch the game for advertising, a whopping 72 percent say they would see the companies cheaper, while only 18 percent are unfavorable.

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