Airing commercials after political ads actually helps sell nonpolitical products

About $7 billion reportedly will be spent this fall on television and digital commercials from political campaigns and political action committees. Companies running ads immediately afterward have been concerned about the potential of a negative spillover effect on how they and their products and services are perceived. But new research from the Indiana University Kelley School of Business finds that the opposite is true. Contrary to mainstream thought, political ads instead yield positive spillover effects for nonpolitical advertisers.