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  • RESEARCH HIGHLIGHT

Huge political advertising campaign had little effect on US voters

A US$9-million programme during the 2020 presidential race only slightly altered voter turnout, but even a small effect could be consequential in a tight race.
A woman wearing a face mask votes at James Island Charter High School

Turnout in the 2020 US election did not increase sharply among voters exposed to a multimillion-dollar advertising campaign. Credit: Michael Ciaglo/Getty

A digital advertising campaign run ahead of the 2020 US presidential election affected voters’ choices — but the effect was small and costly to achieve, an analysis finds1.

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Nature 613, 615 (2023)

doi: https://doi.org/10.1038/d41586-023-00073-6

References

  1. Aggarwal, M. et al. Nature Hum. Behav. https://10.1038/s41562-022-01487-4 (2023).

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