Flemington, NJ, December 4, 2009 – A new media study among 306 viewers of a CNN news clip featuring a story on Tiger Woods’ alleged affair revealed that the majority of viewers (64%) indicated that Woods waited too long to admit to his “transgressions.”
The study was conducted by HCD Research using its MediaCurves.com® website on December 3-4 to obtain viewers’ perceptions of a CNN news clip regarding the recent media coverage of Tiger Woods’ alleged affair and car accident. To view interest curves and detailed results go to: www.mediacurves.com.
Viewers were split on whether the media situation would affect Tiger Woods’ golf performance with 49% reporting that it would have a negative affect; 47% reporting that it would have no effect; and 4% reporting that it would have a positive affect on his performance. The majority of the viewers (71%) reported that the lasting public perceptions will be short-term, and 75% of viewers also predicted that companies will not terminate the endorsement contracts with Tiger Woods.
Among the findings:
Do you think Tiger Woods waited too long to admit to his “transgressions?”
|
|
Total |
|
Yes |
64% |
|
No |
36% |
Do you think the media situation will affect Tiger Woods’ golf playing performance?
|
|
Total |
|
Yes, I think it will positively affect his golf performance |
4% |
|
Yes, I think it will negatively affect his golf performance |
49% |
|
No, I do not think the situation will affect his golf performance |
47% |
Do you think lasting public perceptions of this incident will be:
|
|
Total |
|
Short-term |
71% |
|
Long-term |
29% |
Do you think the companies that endorse Tiger Woods (such as Nike, Gatorade and Chrysler) will end their endorsement contracts with him due to this incident?
|
|
Total |
|
Yes |
25% |
|
No |
75% |
While viewing 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. 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 is 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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