Don’t miss this fascinating piece by John Geer and Doug Rivers. A taste:

The recently launched Vanderbilt/YouGov Ad Rating Project offers a different approach to assessing ads by asking voters what they think about them. Was the latest attack ad fair? How negative was it? Was it memorable? Has it made voters angry? Did the ad alter the public’s thinking about the candidates?

At this point, we have looked at 13 Obama, Romney and super PAC ads, and the reactions upset some conventional wisdom. For example, while many people dislike negative ads, many also dislike positive ads. Of those interviewed, 48 percent found the negative ads “disgusting,” while 24 percent find positive ads “disgusting.” It’s important to compare reactions to positive and negative ads to establish context.