Flemington, NJ, August 18, 2009 - A new national media study among 605 self-declared Democrats, Republicans and Independents revealed that all parties reported that "anger" was the emotion they felt most while viewing an anti health care reform ad by the Family Research Council (FRC).
The study was conducted by HCD Research using its MediaCurves.com website on August 17, to obtain viewers' perceptions of a recent anti health acre reform ad by the Family Research Council (FRC), a conservative, Christian right non-profit lobbying organization.
This anti reform ad earned an Impact Score of 9 among Democrats, and a score of 5 among Republicans and Independents. This study is the first in a series of studies that will be conducted on anti and pro health care reform ads to determine which ads are most effective in shifting favorability "for" or "against" the current U.S. health care reform plan. The Impact Score is a metric system based on a scale ranging from -100 points to +100 points, and is designed to gauge the effectiveness of health care reform ads.
"A positive impact score among Democrats suggests that there is some, albeit modest, movement of Democrats away from the pro health care reform camp," commented Glenn Kessler, president and CEO, HCD Research.
The majority of all parties reported that the FRC anti reform ad was effective, with 64% of Democrats, 81% of Republicans and 71% of Independents indicating that the ad was either extremely effective or somewhat effective. The top three emotions felt by Democrats while viewing the ad included "anger" (26%), "skepticism" (24%) and "disturbing" (20%). Republicans' top emotions were "anger" (34%), "sadness" (22%) and "disturbing" (20%) and Independents top emotions were "anger" (28%), "disturbing" (26%) and "skepticism" (23%) while viewing the FRC ad.
Among the findings:
"Which of the following emotions did you feel the most while viewing the video? Please select one emotion you felt most."
|
|
Democrats |
Republicans |
Independents |
|
Anger |
26% |
34% |
28% |
|
Inspiration |
5% |
1% |
1% |
|
Sadness |
8% |
22% |
10% |
|
Skepticism |
24% |
14% |
23% |
|
Confusion |
12% |
7% |
8% |
|
Disturbing |
20% |
20% |
26% |
|
Embarrassment |
3% |
2% |
3% |
|
Pride |
1% |
0% |
1% |
|
Happiness |
1% |
1% |
0% |
"Please indicate how effective you thought this advertisement was."
|
|
Democrat |
Republican |
Independent |
|
Extremely effective |
23% |
31% |
26% |
|
Somewhat effective |
41% |
50% |
45% |
|
Not at all effective |
35% |
19% |
29% |
While viewing the video, participants indicated their levels of agreeability 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, 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.
"We all agree that the system is imploding, we all agree that things are more precarious than perhaps Canadians realize."
Read it here: http://tinyurl.com/lhfkyp