Flemington, NJ, August 31, 2009 – A new national media study among 306 self-declared Democrats, Republicans and Independents who viewed a recent pro health care reform ad by AARP revealed that the ad failed to increase favorability levels across all political parties.
The study was conducted by HCD Research using its MediaCurves.com® website on August 28, to obtain viewers’ perceptions of a recent ad by AARP, which was intended to increase favorability for health care reform.
“Agreement curves among all groups were low, especially compared with the 60 Plus Association ad that we tested last week,” commented Glenn Kessler, president and CEO, HCD Research. “Independents were neutral, Republicans were significantly negative and Democrats exhibited modest agreement levels. The AARP ad fared about the same as the 60 Plus ad regarding the perceived effectiveness among Democrats, however, it was perceived significantly less effective among Independents.”
The AARP pro health care reform ad earned an Impact Score of -1 among Democrats, -2 among Republicans and 0 among Independents. 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 the 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.
Democrats, Republicans and Independents all reported feeling skeptical, angry and disturbed while watching the AARP pro reform ad. While favorability levels did not improve among any political parties, 82% of Democrats and 66% of Independents reported that the AARP ad was effective, compared to 42% of Republicans who indicated that it was effective.
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 |
16% |
17% |
14% |
|
Inspiration |
14% |
10% |
8% |
|
Sadness |
5% |
4% |
3% |
|
Skepticism |
20% |
38% |
39% |
|
Confusion |
15% |
12% |
7% |
|
Disturbing |
20% |
16% |
14% |
|
Embarrassment |
2% |
2% |
1% |
|
Pride |
5% |
0% |
6% |
|
Happiness |
4% |
0% |
7% |
“Please indicate how effective you thought this advertisement was.”
|
|
Democrat |
Republican |
Independent |
|
Extremely effective |
26% |
9% |
25% |
|
Somewhat effective |
56% |
33% |
41% |
|
Not at all effective |
18% |
58% |
34% |
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.
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