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Anti Reform Ad by 60 Plus Association Persuades Viewers of All Political Parties

60 Plus Association Anti Health Care Reform Ad

79% of Democrats, 99% of Republicans and 81% of Independents say anti reform ad is effective in decreasing favorability for health care reform

Flemington, NJ, August 28, 2009 – A new national media study among 300 self-declared Democrats, Republicans and Independents revealed that a recent anti reform ad by the 60 Plus Association had a significant impact in persuading viewers of all political parties.

The study was conducted by HCD Research using its MediaCurves.com® website on August 27, to obtain viewers’ perceptions of a recent anti health care reform ad by the 60 Plus Association.

This anti reform ad earned an Impact Score of 24 among Democrats, 12 among Republicans and 20 among Independents. These scores are significantly higher than an FRC anti reform attack ad that was tested last week. The study is part of 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.

“This ad had a dramatic impact on decreasing favorability among Democrats, Republicans and Independents. The online dial testing suggests that the claim regarding Congress cutting Medicare dramatically moved the viewers. These results suggest that among viewers participating in this study, the ad was successful in moving all political segments away from pro reform camp,” commented Glenn Kessler, president and CEO, HCD Research.

The majority of all political parties reported that the 60 Plus Association anti reform ad was effective, with 79% of Democrats, 99% of Republicans and 81% of Independents indicating that the ad was either extremely effective or somewhat effective.

Among the findings:

“Please indicate how effective you thought this advertisement was.”

	Democrat	Republican	Independent
Extremely effective	41%	61%	48%
Somewhat effective	38%	38%	33%
Not at all effective	21%	1%	18%

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.