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Viewers Say Letterman's Recent Confession was More Sincere than Apology to Sarah Palin

David Letterman's Confession Regarding Blackmail Situation
More Videos: David Letterman Apologizes for Palin Joke
Letterman perceived as more likeable, believable and sincere during recent confession

Flemington, NJ, October 6, 2009 – A new media study comparing viewers’ ratings of David Letterman’s sex scandal confession and his apology to Sarah Palin last June revealed that viewers perceived Letterman’s recent confession as more sincere than his apology to Palin.

The studies were conducted by HCD Research using its® website on June 16 and October 2, to obtain viewers’ perceptions of David Letterman’s apology to Sarah Palin last June, and his recent confession regarding his involvement in a blackmail situation, which he discussed on his show last Thursday night.

Letterman scored higher on likeability, believability and sincerity scales when viewers rated his recent confession, compared to his apology to Sarah Palin in June.

Among the findings:

These ratings are based of a 1-7 scale where 1 represents “Not at all strong in this attribute” and 7 represents “Extremely strong in this attribute.”


Letterman Apology
to Sarah Palin


Letterman Sex Scandal


Average Score


Average Score













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 (  You can also receive updates from by following us on Twitter: and Facebook:

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 or call HCD Research at 908-788-9393.® ( 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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