Flemington, NJ, September 25, 2009 – A new media study among 318 viewers of a controversial public service announcement (PSA) on breast cancer awareness revealed that while the majority of male viewers (60%) reported that the ad was appropriate, the majority of female viewers (62%) indicated that it was inappropriate.
The study was conducted by HCD Research using its MediaCurves.com® website on September 24, to obtain consumers’ perceptions of a recent PSA titled, “Save the Boobs” by Canadian organization, Rethink Breast Cancer. To view interest curves and detailed results go to: www.mediacurves.com.
While there were mixed reactions when comparing responses by gender, the majority of male (84%) and female (79%) viewers reported that the PSA was effective. Male viewers reported “happiness” and female viewers reported “inspiration” as the emotion they felt most while viewing the PSA.
Among the findings:
Did you find the ‘Rethink Breast Cancer’ public service announcement to be offensive or inappropriate?
|
|
Total |
Males |
Females |
|
Yes |
18% |
13% |
23% |
|
Somewhat |
33% |
27% |
39% |
|
No |
49% |
60% |
38% |
Overall, how effective do you think the ‘Rethink Breast Cancer’ public service announcement was?
|
|
Total |
Males |
Females |
|
Extremely effective |
33% |
35% |
30% |
|
Somewhat effective |
49% |
48% |
49% |
|
Not at all effective |
19% |
16% |
21% |
Which of the following emotions did you feel the most while viewing the ‘Rethink Breast Cancer’ public service announcement? Please check all that apply.
|
|
Total |
Males |
Females |
|
Anger |
3% |
2% |
3% |
|
Inspiration |
25% |
23% |
26% |
|
Sadness |
4% |
4% |
4% |
|
Skepticism |
15% |
16% |
14% |
|
Confusion |
7% |
6% |
8% |
|
Disturbing |
12% |
8% |
17% |
|
Embarrassment |
11% |
6% |
16% |
|
Pride |
4% |
5% |
3% |
|
Happiness |
20% |
30% |
11% |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
The woman in the bikini is a MTV Canada host.