Flemington, NJ, October 5, 2009 – A new media study among 505 viewers of David Letterman's sex scandal confession revealed that the majority reported that their perceptions of Letterman have not changed after viewing the confession.
The study was conducted by HCD Research using its MediaCurves.com® website during October 1-2, to obtain viewers’ perceptions of late night talk show host, David Letterman and his recent involvement in a blackmail situation, which he discussed on his show last Thursday night.
“While sincerity levels remained high throughout Letterman’s confession, the curves spiked when he talked about protecting his family and the people involved in the situation,” explained Glenn Kessler, president and CEO, HCD Research.
A slight majority (55%) reported that after watching David Letterman’s on-air confession from last Thursday’s show, their perception of him did not changed. Less than one-quarter (22%) reported that they have a more negative perception of Letterman, and a similar number (23%) reported that they have a more positive perception of him. In addition, 73% claimed that this incident has not changed their likelihood of watching Letterman’s ‘Late Show.’
Among the findings:
Has this incident changed your perception of David Letterman?
|
|
Total
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Yes, I have a more negative perception of David Letterman now
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22%
|
|
Yes, I have a more positive perception of David Letterman now
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23%
|
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No change
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55%
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Has this incident changed your likelihood to watch David Letterman’s, “The Late Show?”
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|
Total
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Yes, I am more likely to watch the show now
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11%
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Yes, I am less likely to watch the show now
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15%
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No change
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73%
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While viewing the video, participants indicated their levels of sincerity 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.
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