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American Idol Contestant Sparks Viewers' Fancy

HCD Research Used Proven Methodology to Evaluate Performances

Flemington, NJ, May 23, 2007 – A national study conducted among 1,043 Americans revealed that viewers preferred Jordin Sparks’ performance over Blake Lewis’ last night on American Idol.

The communications research study was conducted by HCD Research, using its mediacurves.com web site, during and after the contest last night to obtain Americans’ views on the performances. The results of the study are posted on www.mediacurves.com The results are also posted on www.slate.com, a partner of HCD Research.

HCD Research provided participants with an identification number and directed them to a password protected website where they were able to vote one time, unlike the current process in which viewers can vote multiple times.

While viewing the performances of contestants, participants were asked to indicate their perceptions of Sparks’ and Lewis’ performance 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.

Participants were also asked to rate the contestants’ performances on a scale of zero to 10. The results are converted to a 100-point index. Jordin Sparks earned a rating of 80.4 for her performance, compared to Blake Edwards who earned a score of 69.3.

To view the curves and detailed results of the study go to: www.mediacurves.com. The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

HCD Research specializes in conducting communications research for the pharmaceutical, food and beverage, financial and entertainment industries, among others.
Headquartered in Flemington, NJ, the company's services include traditional and web-based communications 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.

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, managing partner, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).

Below are the MediaCurves American Idol results for May 23, 2007

American Idol Testing Methodology

A panel of 1043 geographically diffuse Americans over the age of 12 were recruited to participate in the American Idol study. Each respondent viewed the American Idol performances. While viewing the performances of contestants, participants were asked to indicate their perceptions of contestants 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. Participants were also asked to rate the contestants' performances on a scale of 0 to 10. The results were converted to a 100 point index.