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Viewers Say CBS Should Not Pull "Focus on the Family" Ad from Super Bowl Lineup

Majority of Pro-Choice viewers say Super Bowl is not an appropriate platform for ad

Flemington, NJ, February 2, 2010 – A new media study among 602 viewers of a news clip regarding the Focus on the Family organizations’ Super Bowl ad revealed that while the majority of viewers (62%) reported that the ad should not be pulled, pro-choice viewers were split on whether it should be aired.

The study was conducted during February 1-2 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of the controversy over CBS showing a Focus on the Family ad featuring quarterback Tim Tebow discussing the issue of abortion during the Super Bowl. To view detailed results go to: www.mediacurves.com.

Among pro-choice viewers, 53% indicated that the ad should be pulled, while 47% reported that the ad should not be pulled. The majority of pro-life viewers (75%) indicated that the Super Bowl was an appropriate platform for controversial ads regarding social issues, while the majority of pro-choice viewers (66%) reported that the Super Bowl was not an appropriate platform.

Among the findings:

Do you think CBS should pull this advertisement from its Super Bowl advertisement line-up?

	Total	Pro-Life	Pro-Choice
Yes	38%	17%	53%
No	62%	83%	47%

Do you think the Super Bowl is an appropriate platform for controversial ads regarding social issues such as abortion?

	Total	Pro-Life	Pro-Choice
Yes	51%	75%	34%
No	49%	25%	66%

What impact do you think a sports personality can have on changing people’s opinion on controversial social issues like abortion?

	Total	Pro-Life	Pro-Choice
High impact	36%	50%	29%
Low impact	42%	33%	47%
No impact	22%	16%	24%

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.

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RE: Focuson Family Ad

by linz51 (User #234370) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4814)

I don't think it is a bad commercial at all.

RE: Focuson Family Ad

by 16horses (User #207831) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4815)

I believe this is a good place for this ad because with an abortion you are killing a life that you created and think of the child that is deprived of living a life.

RE: Focuson Family Ad

by eval224 (User #221858) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4816)

CBS is hypocritically pushing a conservative agenda. The athletic entertainer said to respect his postion. I don't and I won't as long he he insists on pushing it on to the public. I don't care what he does in his personal life and he should not care about what other do in thiers. He should keep his trap shut and stay out of other people's affairs. People should boycott this stupid game and teach cbs a lesson on capitalism.

RE: Focuson Family Ad

by gottobefree (User #234178) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4817)

spend the money on needy people not on ads

RE: Focuson Family Ad

by Mollymom (User #210277) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4818)

This is America and while I personally disagree w/ the platform typically presented by the organization buying the ad time, they certainly have to right to do so and use any spokesperson they chose. Hopefully intelligent people will see it for the act of desperation that it is. Too bad that particular organization doesn't realize that this is America and they have no right to dictate to anyone what they do w/ their bodies!

RE: Focuson Family Ad

by maria36 (User #200238) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4819)

THis is not a god topic to air publicly.

RE: Focuson Family Ad

by crosskatharyn (User #205128) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4820)

What is it just a choice when you choose abortion for these pro-abortionist. They condemn an ad prior to seeing it. The hypocrisy is astounding with them, not much of a choice if you want to silence those whom are pro-life.

RE: Focuson Family Ad

by Lonakay (User #210219) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4821)

I think the only reason anyone would want to pull this ad would be due to their own guilt and shame. This is a wonderful story that should be heard.

RE: Focuson Family Ad

by c_rafler (User #206010) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4822)

This ad has it place, like during Oprah. Superbowl is suspose to be a fun event for those who watch, a little chance to get away from the real world. I would like to see more focus on education in this world, so that young people have hope and inspiration to be something, and given sex-education to prevent pregnancies. I did not get to see the ad, but I am assuming that the pro-football's players wife, was given the option of abortion out of health concerns for her, and in this case this should be a personal decision for her and her husband.

RE: Focuson Family Ad

by Flashes (User #233516) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4823)

it's the right platform, just the wrong timing to get some people to listen to this issue.

RE: Focuson Family Ad

by Christi239 (User #234281) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4824)

While I believe the ad is controversial and has no place within a sports show, I do not care that it is there. If they paid for the spot, they can have it. It will not sway my opinion.

RE: Focuson Family Ad

by twins73194 (User #234162) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4825)

Totally unappropriate for Super Bowl - too many children watch

RE: Focuson Family Ad

by 09pluz10c (User #234154) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4826)

I do believe that a commercial of that nature whether I am for it or not is appropriate but certainly not for a super bowl! Thank you

RE: Focuson Family Ad

by tmi622 (User #233047) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4827)

I do not feel they should pull the ad.

RE: Focuson Family Ad

by tallen (User #234078) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4828)

Although I am pro choice, I also believe in freedom of speech and feel like there is nothing wrong with this airing during the super bowl.

RE: Focuson Family Ad

by rkmast (User #217781) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4829)

get a life they have no life so they spend their time wasting others

RE: Focuson Family Ad

by raw506 (User #234452) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4830)

Sports figures are supposed to be seen as role models. Role models that take a stance on their beliefs and demonstrate that are a good platform for teens that are debating such controversial issues. Additionally, much of the audience watching the Super Bowl are normal, non-consistent footballs viewers. There message will reach many more than a limited number from a traditional football game. This ad should definitely been seen during the game.

RE: Focuson Family Ad

by brendansnana (User #230733) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4831)

I have watched many disgusting commercials and ads from watching the super bowl and I look at this pro life ad a positive ad for the unborn.

RE: Focuson Family Ad

by Monika Abbott (User #232353) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4832)

Anyone who wants to pay for an advertisement has the right, regardless of topic along as it is tasteful.

RE: Focuson Family Ad

by bigdady01 (User #234137) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4833)

They went ape over the Jackson thing a few years ago. They said that there were little kids watching and didn't need to see it. Well With that said I don't need to talk about this with my 8 year old. Its a football game leave it at that

RE: Focuson Family Ad

by twistedvincent (User #213457) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4834)

I've been very adamant in my thinking that this should remain on the air.

RE: Focuson Family Ad

by rosie524 (User #234484) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4835)

Well usually the case has been that the majority viewers of the Superbowl are male. They will not put much thought in this ad.

RE: Focuson Family Ad

by MEANC57 (User #232622) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4836)

IT DOES NOT MATTER WHEN THE AD IS AIRED. IT WILL ALWAYS BE CONTROVERSIAL, PRIME TIME AND Y A POPULAR PERSON DOES HELP TO GET THE MESSAGE ACROSS. WITH ALL THE MEDIA IT HAS GOTTEN IT WILL BE WATCHED BY MORE THAN USUAL FOLKS

RE: Focuson Family Ad

by sweetdiva (User #229113) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4837)

if they paid for the space they should run the ad

RE: Focuson Family Ad

by marykathryn06 (User #234382) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4838)

As long as a company/organization is willing to pay for air-time to have a commercial on during the SuperBowl, I think CBS should play the commercial.

RE: Focuson Family Ad

by marykathryn06 (User #234382) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4839)

As long as an organization is willing and able to pay for airtime, CBS should play the commercial.

RE: Focuson Family Ad

by pventrella (User #233050) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4840)

I think that Freedom of the press/free speech dictates that ads properly, honestly presented, cannot be censored by anyone with an opposing opinion.

RE: Focuson Family Ad

by Bmassaro (User #233817) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4841)

in America people should be able to say what they want; if they have the money for an ad on superabowl Sunday they should be able to present an opinion. You can watch or not; you can agree or not.

RE: Focuson Family Ad

by kimlour (User #234487) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4842)

I feel that the athletes have no say in abortion. They don't understand the discussion a woman/ upcoming mother how to take while pregnant.

RE: Focuson Family Ad

by anangel7678 (User #205215) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4843)

I think CBS is very irresponsible if they decide to air this ad. I would seriously quit watching their comedy lineup on Monday and recomend my friends and family do the same. If they were to give equal time to both sides I could see airing it but it doesn't seem like that will happen.

RE: Focuson Family Ad

by ric0shay (User #234275) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4844)

I would not be offended to have this air even with my 6 year old around. There are lots more inappropriate and controversial commercials that deserve more scrutiny than this.

RE: Focuson Family Ad

by collectangels (User #233998) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4845)

I approve of CBS airing this

RE: Focuson Family Ad

by camkeesha (User #231999) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4846)

If people buy the time they should get the time, provided the message is not obscene / grotesque

RE: Focuson Family Ad

by yaccattack (User #227391) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4847)

I don't think most people watching the Superbowl would really care about this commercial but it is not the place for it.

RE: Focuson Family Ad

by sungirl15 (User #234167) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4848)

I think they should be allowed to tell their story in whatever format they want, however during the superbowl is not the way to reach people. They are drinking and enjoying life. Not debating serious morals..

RE: Focuson Family Ad

by jamesliuverynb (User #234406) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4849)

WEll.in my opinion this is not a good idea for ads during sports games

RE: Focuson Family Ad

by btinkey31 (User #234173) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4850)

Since this ad seems to be tasteful it should be ok with a so-so response. I am more sports fan and pro choice. I do believe that t he Super Bowl is a time to have fun and fore go the serious subjects...

RE: Focuson Family Ad

by YvetteD (User #234139) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4851)

I am so glad I get to sound off on this!!! Why is it okay for a sports figure to indorse beer? but not an issue like abortion? Beer is alchohol, so if you want to map it out, it can lead to intoxication, then the person has to drive home, which can lead to an accident which can kill someone. So if the sports figure is saying...sure drink.. are they saying... get drunk, drive and kill someone? NO. If a sports figure talks about how his mother made HER choice to not have an abortion, what a beautiful wonderful thing to share with one of the largest audiences possible. What if that message reaches the one mother that chooses NOT to abort and her child becomes President someday? you never know? If it's okay for them to show beer ads, then they should be respectful to the people that can raise the money, pay for the air time and roll their tape! Shot, one year some guy was trying to raise money to propose to his gf! Did anyone consider that a controversy? what about those opposed to marriage? what about that commercial offending gays, that don't have the right to marry where they desire. Marriage is a personal choice, so is deciding to drink. Come on now people, sports stars endorse all kinds of products, from where to eat, what to wear and how to smell.

RE: Focuson Family Ad

by diane1 (User #233366) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4852)

It caught my interest and it was live from fox news. Which I love to watch. But I think it is wrong for the super bowl ad to continue. They have no right. I can believe something such as this as would be on a talk show not super bowl

RE: Focuson Family Ad

by thethriftygeek (User #233856) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4853)

I am pro life and I am very excited that sports leaders are steipping up . Thank you Tim Tebow.

RE: Focuson Family Ad

by susansister (User #215639) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4854)

What is so threatening about him saying he is alive today because his mom decided to give him birth? It is an uplifting message. Why in the world would those women's groups have a problem with it?

RE: Focuson Family Ad

by lealani28 (User #233684) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4855)

The superbowl is a fun time for everyone who views it, controversial ads should be saved for channels like lifetime and the news!

RE: Focuson Family Ad

by taratucker39 (User #234434) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4856)

I SIMPLY DO NOT UNDERSTAND HOW BEER AND SILLY COMMERCIALS ARE ACCEPTABLE AND AN AD ABOUT SUCH AN IMPORTANT ISSUE MAKES A STINK- REGARDLESS, IT'S DEF GETTING ATTENTION

RE: Focuson Family Ad

by hunkachee (User #232636) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4857)

I'm all for freedom of speech and freedom of the press, but enough families are split over this issue - let them enjoy the biggest game of the year without any unnecessary tension.

RE: Focuson Family Ad

by aprilj74 (User #230777) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4858)

why are people against life? i do not believe pro- abortion commercials would be appropriate. it would be way too morbid for any occasion. what happened to morals?

RE: Focuson Family Ad

by corny222 (User #207896) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4859)

I don't think the superbowl is the proper place for adds concerning abortion pro's and con's. But from what i have gathered diddn't feel this add would do that.

RE: Focuson Family Ad

by Blinkie (User #234431) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4860)

The Super Bowl isn't the place for this type of thing. They won't even run commercials for Las Vegas, so why this.

RE: Focuson Family Ad

by dianer29 (User #231662) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4861)

This is America.freedom of speech. You don't like it...leave.

RE: Focuson Family Ad

by violetteviridian5 (User #233690) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4862)

If this were a matter of blocking a message conding hate or bigotry? Absolutely- I'd say- Yes! Strip it from our airwaves. But it's not. T.V. is T.V. is T.V. Superbowl Sunday included. What controversial subjects commercial ads might address is irrelevant. Even though I VEHEMENTLY disagree with extremist view points such as those of certain Pro-life groups- I DO not and WILL not support unwarranted censorship of any kind. Whether or not a sports personality chooses to speak for such a "cause" is clearly his prerogative.

RE: Focuson Family Ad

by Dollykol (User #233313) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4863)

This is an intense area of concern in the US. It is highly controversial and belongs in a place where it can be viewed objectively and not taken lightly.

RE: Focuson Family Ad

by faymania (User #232497) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4864)

It is unfair for a problem as serious as abortion that has two sides to be aired on television and only talk about one side. especially during the superbowl game, thats a time for fun.

RE: Focuson Family Ad

by tiggrsmom (User #224951) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4865)

I admire this quarterback for his spunk. If his mother had believed in abortions, he wouldn't be here, so it is completely appropriate for him to voice that in the one place where he is not only admired, but depended on to entertain people.

RE: Focuson Family Ad

by Glendafox (User #233244) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4866)

to keep it during the superbowl is perfectly okay this is a time when millions will be watchd so rest assure this ad will not go unnoticed but just like everything thing else you & my like it but joe mike and sam may hate it it's a matter of opioion and people have to live with it the good bad and ugly and to share this is important to millions as well air it what the wosre that will happen a lawsuit that someone loses AIR IT!!!!!!!!!!!!!

RE: Focuson Family Ad

by bshaw8 (User #233351) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4867)

freedom of speech is a right..

RE: Focuson Family Ad

by smidas (User #223811) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4868)

it should be aired

RE: Focuson Family Ad

by bridge353 (User #204100) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4869)

I believe in pro-choice,but i also believe everyone has a right to voice their opinion

RE: Focuson Family Ad

by Tammylynngs (User #233441) on Tuesday, February 2, 2010 @ 3:50:05 PM (#4870)

I feel it is a free country and if done in a decent and dignified way I feel it is good for both sides to issue their views in such a venue to reach so many people

RE: Focuson Family Ad

by Evelyn (Anonymous User) on Wednesday, February 3, 2010 @ 2:59:31 PM (#4871)

People that are pro-choice should not be offended by this ad because Pam made her choice - and that was to give life. If the ad was about choosing an abortion, would pro -choice people be happier about the ad?

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Viewers Say CBS Should Not Pull "Focus on the Family" Ad from Super Bowl Lineup