Table 3

Ad performance by framing condition

TopicFramingClicksImpressionsClick-through rate (%)
COVID-19 generalDescriptive85 507458 39818.7
Gain28 338217 45013.0
Collective526649 71610.6
Emphasising reasons336033 67710.0
Appeals to values379740 9209.3
Loss156218 4338.5
MasksDescriptive775270 06211.1
Gain160614 91810.8
Appeals to values676367 52410.0
Collective504760 5758.3
Loss283642 5546.7
Emphasising reasons221954 7924.1
COVID-19 vaccinesDescriptive649 9394 306 30215.1
Collective61 583434 46214.2
Emphasising reasons28 490223 57412.7
Gain16 431159 60910.3
Loss30 174340 4218.9
Appeals to values96 7171 390 5017.0
Vaccines generalGain12 728172 1747.4
Descriptive271 4013 684 0517.4
Appeals to values19 577307 7956.4
Collective27 862502 3415.6
Emphasising reasons14 774266 1265.6
Loss6307130 7044.8