The World: Washington - McCain ads beat Obama team's, research says

The US presidential candidate John McCain's Olympic ads were more effective than those of his rival Barack Obama, research has shown.

McCain triumphed over Obama in "general recall", which researchers at Nielsen IAG believe translates to a net boost in intent to vote for McCain of 10 per cent. Obama is thought to have seen a 7 per cent lift in intent to vote. McCain's ads included the "celebrity" ad, which labelled Obama "the biggest celebrity in the world" and likened him to Britney Spears.