Flemington, NJ, August 26, 2009 – A new national media study among 300 viewers of a Public Service Announcement (PSA) from the U.K. illustrating the dangers of texting and driving revealed that the majority of viewers (80%) reported that they are less likely to text while driving after watching the PSA.
The study was conducted by HCD Research using its MediaCurves.com® website on August 25, to obtain viewers’ perceptions of a recent PSA from the U.K. which features graphic scenes to emphasize the dangers of texting while driving. The PSA is considered to be too graphic and controversial to be aired in the U.S. at this time.
“As evidenced by our automated response curves, the PSA clearly resonated with American viewers, particularly during and after the crash sequence when the effective levels spiked dramatically,” noted Glenn Kessler, president and CEO, HCD Research.
The study also revealed that 85% of American viewers reported that the PSA should be aired in the U.S. The majority of viewers (87%) believe that the PSA is appropriate in nature, and 86% also indicated that the PSA was extremely effective. In addition, 79% reported that they would be likely to forward the PSA to friends and family.
Among the findings:
“Has this Public Service Announcement changed your views on sending texts and other mobile messages (including texting, mobile emailing, mobile instant messaging, Blackberry Messenger, etc.) while driving a vehicle?”
|
|
Total |
|
Yes, I will be less likely to send texts while driving now |
80% |
|
Yes, I will be more likely to send texts while driving now |
3% |
|
No change |
17% |
“Do you think that this advertisement should be aired in the U.S.
(currently, it is only being aired in the U.K.)?”
|
|
Total |
|
Yes |
85% |
|
No |
15% |
“Do you think that this advertisement is appropriate?”
|
|
Total |
|
Yes |
87% |
|
No |
13% |
“Do you feel that this ad was effective in its message (which was intended to show the dangers of texting while driving)?”
|
|
Total |
|
Extremely effective |
86% |
|
Somewhat effective |
11% |
|
Not at all effective |
3% |
“Please indicate how likely you would be to forward this video to friends/family.”
|
|
Total |
|
Extremely likely |
57% |
|
Somewhat likely |
22% |
|
Not at all likely |
21% |
While viewing the video, participants indicated levels of ad effectiveness 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.
Lange Zeit zu halten! Tausend Jahre tur Liebe guarannet!
http://www.newsy.com/videos/controversy_in_getting_the_message_across
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My sister was driving done a side street, talking to her child on the phone, and totaled her expensive Jaguar, but more important, she broke her wrist. She was lucky, because she was only going 25mpr. On a busy street or highway she would have probably killed herself and others. The driver she hit was also hurt and ended up suing her for a very minor injury. Suffice it to say that she learned her lesson. She lost her car, ended up in a brace, and by the grace of God, no one was severely hurt...not this time.