Calculating the SpotCheck Score

The SpotCheck Score equation is a function of emotional engagement as measured by real time interactions with the ads and effectiveness as measured by survey data comparing treatment group ratings to control group ratings.

The formal expression of the score is:

Most ads are 30 or 60 seconds long and are rated by approximately 400 people. The change in favorables and unfavorables is calculated as the change in the treatment group relative to the control group within candidate.

Engagements are measured in real time by asking respondents to click a plus or a minus sign whenever they see or hear something in the ad that they like or dislike respectively.

Favorability is measured by asking participants to rate their impression of the candidate on a five point scale ranging from very favorable to very unfavorable. The favorability score is the percent of people who have very or somewhat favorable impressions of the candidate. The unfavorable score is the percent that has very or somewhat unfavorable impressions of the candidate.