Americans Roundly Reject Tailored Political Advertising

The 2012 election marks a watershed moment for online advertising.  In unprecedented ways, and to an unprecedented extent, campaign organizations across the American political spectrum are using hundreds of pieces of information about individuals’ online and offline lives to ensure the “right” people are being targeted with the “right” advertising.

Yet, contrary to what marketers claim, the vast majority of adult Americans—86%–do not want political campaigns to tailor advertisements to their interests.  Moreover, large majorities of Americans say that if they learn a candidate they support carries out one or another real-life example of tailored political advertising, it will decrease their likelihood of voting for the candidate. [cont. – PDF]

Annenberg School for Communication, UPenn