Americans Say Don Imus Should Not Be Fired for Remarks after Viewing His Explanation


-- Majority Believe His Comments Were Taken Out of Context --

Flemington, NJ, June 26, 2008 – According to a new national study among 356 Americans, a clear majority believe that Don Imus should not be fired after viewing his explanation of remarks he made on Monday about Dallas Cowboys cornerback Adam “Pacman” Jones.

The communications research study was conducted by HCD Research during June 25-26, to obtain Americans’ perceptions of video comments made by Don Imus, in which he explains remarks he made on Monday about the arrests of Adam “Pacman” Jones.

While viewing segments of the video, participants indicated their levels of believability 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. Participants were also asked pre- and post-viewing questions. To view believability curves and detailed results go to: www.mediacurves.com.

Among the study findings:

Do you believe that Don Imus should be fired due to his latest remarks?

Prior to Viewing Imus' Explanation     After Viewing Imus' Explanation
Non-African Americans Non-African Americans
Yes 30% Yes 15%
No 48% No 74%
Do not know 22% Do not know 11%

African Americans   African Americans
Yes 49% Yes 22%
No 38% No 59%
Do not know 13% Do not know 20%

Do you believe that Don Imus’ comments were taken out of context?

Non-African Americans
Yes 68%
No 20%
Do not know 12%

African Americans
Yes 55%
No 29%
Do not know 16%
                                      
The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
 
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).

HCD Research is a communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based marketing and communications 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.

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