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Flemington, NJ, December 17, 2007 – According to a new national study among 350 self-reported Republicans and Independents who were shown a video of Joe Lieberman’s endorsement of Senator John McCain, results suggest a bump in support for the Arizona Senator.
The study was conducted by HCD Research on December 17, to obtain Americans’ views of a video in which Joe Lieberman expresses is support for Senator McCain during a speaking engagement in New Hampshire on Monday.
Among Republicans:
When Independents were asked to report their preference among the Republican candidates, support for McCain increased from 14% to 23%. Giuliani’s support decreased 7% suggesting a movement to McCain.
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 Republican presidential candidates. To view detailed results and agreement curves, go to: www.mediacurves.com.
Among the study findings:
Question: If the Republican primary for the 2008 presidential candidate was held today, which candidate would you vote for?
REPUBLICANS
| Prior viewing Endorsement | Post Viewing Endorsement | |
| John McCain | 9% | 16% |
| Mike Huckabee | 23% | 20% |
| Rudy Giuliani | 22% | 18% |
| Mitt Romney | 12% | 8% |
| Other Candidates | 11% | 10% |
| Undecided | 24% | 29% |
INDEPENDENTS
| Prior viewing Endorsement | Post Viewing Endorsement | |
| John McCain | 14% | 23% |
| Mike Huckabee | 9% | 7% |
| Rudy Giuliani | 33% | 26% |
| Mitt Romney | 5% | 3% |
| Other Candidates | 9% | 8% |
| Undecided | 30% | 33% |
Question: Despite how you would cast your vote, do you believe that John McCain has a chance of winning the Republican presidential nomination for the 2008 presidential election?
REPUBLICANS
| Yes | 35% |
| No | 41% |
| Do not know | 23% |
INDEPENDENTS
| Yes | 43% |
| No | 32% |
| Do not know | 26% |
Question: Despite how you would cast your vote, what effect does Joe Lieberman’s endorsement have on the McCain campaign?
REPUBLICANS
| It would help | 58% |
| It would hurt | 6% |
| It would have no effect | 31% |
| I don’t know | 5% |
INDEPENDENTS
| It would help | 57% |
| It would hurt | 8% |
| It would have no effect | 28% |
| I don’t know | 7% |
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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