Flemington, NJ, December 12, 2007 – According to a new national study among 400 self-reported Democrats, Oprah Winfrey’s ringing endorsement of Senator Barack Obama did little to sway voter support for the senator.
The study was conducted by HCD Research during December 11-12, to obtain Americans’ views of a video in which Oprah Winfrey expresses her support for Senator Obama during a campaign stop at South Carolina University on Sunday.
While viewing segments of the video, participants indicated their 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. Participants were asked pre- and post-viewing questions regarding their support for the Democratic presidential candidates. To view detailed results and agreement curves, go to: www.mediacurves.com
Among the study findings:
If the Democratic primary for the 2008 presidential candidate was held today, which candidate would you vote for?
Prior to viewing Oprah Winfrey’s Endorsement:
After Viewing Oprah Winfrey’s Endorsement:
Despite how you would cast your vote, what effect does Oprah Winfrey’s endorsement have on the Obama campaign?
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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