Flemington, NJ, April 30, 2008 – Results from a new national study among 629 self-reported Democrats, Republicans and independent voters showed that after viewing a new DNC ad attacking Senator McCain, independent voters’ favorability ratings of the senator decreased by 10% points.
The study was conducted by HCD Research on April 29, 2008, to obtain Americans’ perceptions of a new DNC ad entitled “100” that attacks Senator John McCain. The ad features a clip from a January 3, 2008 town hall meeting in Derry, New Hampshire in which Senator McCain responded with his hundred year remark to a comment from an audience member who mentioned last year’s White House statement about the U.S. having a possible 50 year military presence in Iraq.
While viewing the ad online, participants indicated their levels of interest 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 asked pre- and post-viewing questions regarding the presidential candidates. To view detailed results and agreement curves, go to:
www.mediacurves.com.
Among the study findings:
- Prior to viewing the ad, 57% of independents rated Senator McCain as either “Very Favorable” or “Mostly Favorable.” After viewing the ad the number dropped to 47%. On the same measure, favorability ratings of Senator McCain by Republican viewers decreased by 4% points after viewing the ad, 80% to 76%.
- In response to a hypothetical election matchup between Senator McCain and Senator Barack Obama, survey participants favored Senator McCain 39-36 prior to viewing the ad and favored Senator Obama 40-36 after viewing the ad.
- In response to a hypothetical election matchup between Senator McCain and Hillary Clinton, survey participants favored Senator McCain 40-38 prior to viewing the ad and favored Senator Clinton 41-38 after viewing the ad.
- Overall, there was almost no change in responses to a question regarding how to best manage the war in Iraq after viewing the ad. Prior to viewing the ad, 26% favored removing troops as rapidly as possible; 46% favored removing troops steadily over the course of a one to two year period; and 28% indicated they would favor a plan that maintains current troop levels with future levels determined as necessary. After viewing the ad, the responses were 27% - 46% - 27% respectively.
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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