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Some (Older, Whiter, More Conservative) Audiences React Negatively to Kaepernick’s Nike Ad

posted by Jason Kottke   Sep 10, 2018

A research company called Morning Consult had 1900 people watch the new Nike commercial featuring Colin Kaepernick and record their reactions in realtime. The video above shows the commercial and the graphed reactions of four age groups: Gen Z (18-21, white line), Millennials (22-37, teal line), Gen X (38-53, yellow line), and Boomers (54-72, red line). The report also has graphs showing results by race and political affiliation (the dashed line is when Kaepernick first appears on screen).

Nike Ad Graph

Nike Ad Graph

Gen Z & Millennials rated the ad higher than the older viewers throughout and had a less negative reaction to the polarizing parts. Now, the report only mentions the effect of Kaepernick appearing on the screen, but to my eyes, there are four distinct moments when the opinions of some viewers (white, older, Republican) turn negative:

1. Right before Kaepernick is shown for the first time, ratings start to decline when the ad refers to LeBron James as “the best basketball player on the planet” and “bigger than basketball” for recently opening his I Promise School.

2. Kaepernick’s first appearance in front of an American flag with his large Afro triggers a steep decline in favorability among older viewers, particularly Boomers and Republicans.

3. Serena Williams being billed as “the greatest athlete ever” results in the steepest decline during the entire ad…and this was before the controversy at the US Open. Across all groups, only black Americans had no problem with that characterization whatsoever (Gen Z & Millennials showed only slight declines).

4. Immediately after that, Kaepernick is shown again and there’s a continued follow-on decline from Serena.

So that’s interesting! What’s going on here? [insert an entire apologist NY Times Op-Ed piece here about how famous athletes are polarizing no matter what, particularly when accompanied by best-ever proclamations, etc. etc.] But of course, it’s probably racism with a side of sexism — three outspoken black athletes, one of them a woman, are uppity. That’s the simplest explanation.