Table 3.

Ad performance by framing condition

Topic	Framing	Clicks	Impressions	Click-through rate (%)
COVID-19 general	Descriptive	85 507	458 398	18.7
	Gain	28 338	217 450	13.0
	Collective	5266	49 716	10.6
	Emphasising reasons	3360	33 677	10.0
	Appeals to values	3797	40 920	9.3
	Loss	1562	18 433	8.5
Masks	Descriptive	7752	70 062	11.1
	Gain	1606	14 918	10.8
	Appeals to values	6763	67 524	10.0
	Collective	5047	60 575	8.3
	Loss	2836	42 554	6.7
	Emphasising reasons	2219	54 792	4.1
COVID-19 vaccines	Descriptive	649 939	4 306 302	15.1
	Collective	61 583	434 462	14.2
	Emphasising reasons	28 490	223 574	12.7
	Gain	16 431	159 609	10.3
	Loss	30 174	340 421	8.9
	Appeals to values	96 717	1 390 501	7.0
Vaccines general	Gain	12 728	172 174	7.4
	Descriptive	271 401	3 684 051	7.4
	Appeals to values	19 577	307 795	6.4
	Collective	27 862	502 341	5.6
	Emphasising reasons	14 774	266 126	5.6
	Loss	6307	130 704	4.8