The ad’s divisiveness is a strength, according to Gary Getto, president at ABX, which tracks the effectiveness of marketing. ABX found that a 60 second version of the Kaepernick ad scored only an 88 with a general audience, significantly below the average score of 100. However, the bulk of the drop was from older consumers, while millennials and African American and Hispanic men scored the ad much higher than the industry average, according to ABX..
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