Here’s another way gender plays out: The effectiveness of the ads varied depending on whether men or women were viewing the ads. This was especially true of the ad with the strong female characters. Women, on average, rated the quality of “Real Life” at 58 on a scale ranging from zero to 100. Men rated it at 50. Women also liked “Quotes” more than men, giving it an average of 57 relative to men’s 49.

The attack on Mr. Trump was also more effective with women than it was with men when we compare the ratings with a similar group that did not see these ads. Mr. Trump’s unfavorable ratings among women who saw the attack ad went up by 19 points relative to those who did not see it — to a high of 70 percent unfavorable. Among men, this shift was 1 point. Both groups lowered their favorable ratings of Mr. Trump, too — women by 15 points and men by 9.

Mrs. Clinton’s promotional ad did not exhibit such remarkable gender differences. Among both men and women who saw the ad, favorability ratings of her increased by a point compared with those who did not see the ad. Her unfavorable numbers decreased by only single digits across both genders.