Polls & Research

Tory Attack Ads Have No Effect in Canada

(Angus Reid Global Monitor) - The television spots released by the Conservative party to question the traits of Liberal leader Stéphane Dion had a negligible impact on the perceptions of Canadians, according to a poll by Angus Reid Strategies.

The survey allowed respondents to watch three advertisements in their computers through an embedded video link. Before viewing the ads, 40 per cent of respondents said Dion would make the best prime minister, while 36 per cent selected current head of government and Conservative leader Stephen Harper. After viewing the spots, the percentages remained almost identical, with Dion at 39 per cent and Harper at 36 per cent.

Canadians renewed the House of Commons in January 2006. The Conservative party—led by Harper—received 36.3 per cent of the vote, and secured 124 seats in the 308-member lower house. Harper leads a minority administration after more than 12 years of government by the Liberal party. In December 2006, Dion—a former environment minister—became the new leader of the Liberals.

The three 30-second ads were released on Jan. 28. The next day, Liberal lawmaker and former finance minister Ralph Goodale criticized the Tories, saying, "This has a stench of political desperation all over it. They are obviously deeply worried and very frightened."

On Feb. 6, Conservative lawmaker James Lunney defended the tactic, saying, "The quotes are accurate and in context. Mr. Dion says that's not fair, but I would remind him prior to the 2004 election about what happened with their own campaign in regards to new leader Stephen Harper."

Polling Data

(Before watching the ads)

Of the following two federal party leaders, which one do you think would be the best prime minister of Canada?

(After watching the ads)

Now, of the following two federal party leaders, which one do you think would be the best prime minister of Canada?

Complete Poll (PDF)