Topic | Framing | Clicks | Impressions | Click-through rate (%) |
COVID-19 general | Descriptive | 85 507 | 458 398 | 18.7 |
Gain | 28 338 | 217 450 | 13.0 | |
Collective | 5266 | 49 716 | 10.6 | |
Emphasising reasons | 3360 | 33 677 | 10.0 | |
Appeals to values | 3797 | 40 920 | 9.3 | |
Loss | 1562 | 18 433 | 8.5 | |
Masks | Descriptive | 7752 | 70 062 | 11.1 |
Gain | 1606 | 14 918 | 10.8 | |
Appeals to values | 6763 | 67 524 | 10.0 | |
Collective | 5047 | 60 575 | 8.3 | |
Loss | 2836 | 42 554 | 6.7 | |
Emphasising reasons | 2219 | 54 792 | 4.1 | |
COVID-19 vaccines | Descriptive | 649 939 | 4 306 302 | 15.1 |
Collective | 61 583 | 434 462 | 14.2 | |
Emphasising reasons | 28 490 | 223 574 | 12.7 | |
Gain | 16 431 | 159 609 | 10.3 | |
Loss | 30 174 | 340 421 | 8.9 | |
Appeals to values | 96 717 | 1 390 501 | 7.0 | |
Vaccines general | Gain | 12 728 | 172 174 | 7.4 |
Descriptive | 271 401 | 3 684 051 | 7.4 | |
Appeals to values | 19 577 | 307 795 | 6.4 | |
Collective | 27 862 | 502 341 | 5.6 | |
Emphasising reasons | 14 774 | 266 126 | 5.6 | |
Loss | 6307 | 130 704 | 4.8 |