A Morning Consult report from earlier this week found Nike’s reputation has sustained a notable hit following the release of their new ad campaign featuring former NFL quarterback Colin Kaepernick. Now, a video dial-test of nearly 2,000 consumers provides further context into how Americans are reacting to this commercial, and how it may impact perceptions of the brand.

Respondents were asked to indicate in real-time whether they had a favorable or unfavorable view of the commercial they were watching.

Watch the results unfold as the ad plays below, noting where opinions start to diverge among different generations.

WATCH THE DIAL-TEST