Flemington, NJ, March 1, 2010 – A new media study among 211 viewers of a news clip featuring the recent death of a Sea World trainer revealed that majority of viewers (69%) were just as likely to visit Sea World after viewing the video.
The study was conducted during February 26- March 1 by HCD Research using its MediaCurves.com® website to obtain viewers’ perceptions of a CNN news clip in which Bob Barker explains why he thinks the whales at Sea World should be released. To view detailed results go to: www.mediacurves.com.
After viewing the video, the majority of respondents (67%) indicated that the whales from Sea World should not be released in light of this incident. In addition, the majority of viewers (59%) reported that the housing for whales at Sea World was safe for the trainers and visitors.
Among the findings:
Has this incident changed your likelihood of going to a Sea World entertainment park?
|
|
Total |
|
Yes, I am more likely to go to Sea World |
7% |
|
Yes, I am less likely to go to Sea World |
24% |
|
No, I am just as likely to go to Sea World |
69% |
Do you think the whales kept at Sea World should be released?
|
|
Before Video |
After Video |
|
Yes |
43% |
33% |
|
No |
57% |
67% |
Do you think that housing whales in tanks at Sea World is a form of animal cruelty?
|
|
Before Video |
After Video |
|
Yes |
46% |
43% |
|
No |
54% |
57% |
Do you think that housing whales in tanks at Sea World is safe for the trainers and visitors?
|
|
Before Video |
After Video |
|
Yes |
55% |
59% |
|
No |
46% |
41% |
While viewing the video, participants indicated their perceived levels of agreement 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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