Flemington, NJ, January 8, 2010 – A new media study among 314 viewers of a news clip featuring the new “Tiger Woods PGA Tour Online” video game revealed that viewers were split on whether Woods’ alleged affairs would influence their purchasing decisions.
The study was conducted during January 7-8 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of the EA Sports video game “Tiger Woods PGA Tour Online” and how their purchase decisions would be affected by Woods’ recent media attention. To view detailed results go to: www.mediacurves.com.
More than half of viewers (54%) indicated that Tiger Woods alleged affairs would have no influence on their intent to purchase the new video, compared to 43% who reported they would be less likely to purchase the game and 4% who reported that they would be more likely to purchase the game.
“When we viewed the automated response curves, we observed that viewers’ interest levels increased when excerpts from David Letterman’s spoof on the new video game were shown,” commented Glenn Kessler, president and CEO, HCD Research.
Among the findings:
Does your knowledge of Tiger Woods’ affairs influence your likelihood of purchasing the new EA Sports “Tiger Woods PGA Tour Online” video game?
|
|
Total |
|
Yes, it makes me less likely to purchase the game |
43% |
|
Yes, it makes me more likely to purchase the game |
4% |
|
No |
54% |
Does your knowledge of Tiger Woods’ endorsement with the EA Sports video game company influence your perceptions of this video game brand?
|
|
Total |
|
Yes, I have a more positive view of EA Sports |
8% |
|
Yes, I have a more negative view of EA Sports |
27% |
|
No |
64% |
Has Tiger Woods’ alleged affairs changed your perception of him?
|
|
Total |
|
Yes, I have a more negative perception of Tiger Woods now |
69% |
|
Yes, I have a more positive perception of Tiger Woods now |
2% |
|
No change |
30% |
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.
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