Emotions of spaniards to electoral commercials

We vote with the heart and not with the brain. Our emotions guide our decisions: 90% of these are emotional and not rational. According to the reaction we have to stimuli to which we are exposed, our decisions are one or the other.

Emotion Research Lab’s study dated on June 20th, 2016 had a sample of 59 randomly selected people who have watched the four campaign commercials of major national parties (PP, PSOE, Unidos Podemos and Ciudadanos) fighting on the elections on Sunday June 26th.

Thanks to the facial coding technology, the facial micro expressions of individuals have captured while the visualization of commercials measuring the emotions into the platform of Emotion Research Lab, showing rates of emotional subconscious response based on each of the 6 basic and universal emotions: happiness, surprise, anger, disgust, fear and sadness

Unidos Podemos – #VolverASonreir is the most emotional commercial and is the one that activates the most and satisfying; the PP – The clock commercial, generates a stronger engagement than the generated by the other three parties, as it is shown in the emotional pattern, controlled by surprise.

By age different reactions are observed. The PP commercial the most satisfactory for the elderly (55-65 years); PSOE and Unidos Podemos can generate similar reactions among the young people; and Ciudadanos  is the party that convinces adult participants, as seen in their emotional reactions.

Regarding the behavior by gender, women are more attracted to the Unidos Podemos commercial and men do not show a clear preference.


When questioned “With which commercial do you feel more identified? and “With which party simpathize you the most?” can be observed how potential voters of Unidos Podemos show an engagement in front of the PP commercial. It shows the power of creativity in advertising campaigns to seduce the voter´s mind.

The PP commercial during the early 30 seconds is not identified with the party, selling a story of change for the next four years and is not until the second 31, when the logo of PP appears, when happiness falls sharply to 0% and anger rises to 26%. Happiness again fails to 0% when the PP commercial ask for the vote.

On the other hand, those who feel themselves identified with the PSOE commercial, register a greater engagement to Unidos Podemos commercial (39%), this might show that supporters of PSOE would be more in favor of a hypothetical post-election pact with the party of Alberto Garzón and Pablo Iglesias than to Ciudadanos whose electoral commercial also generates engagement, although to a lesser extent (25%).

No emotional signs have been detected that indicates that PP -PSOE grand pact would be well received nor by popular and neither by socialist voters. Given this curious situation, enough reasons exist to investigate how would be the feeling os Spaniards to a third hypothetical election.

Comprehensive study on http://bit.ly/elections_26J