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National Study: Little Movement Among Voters After Viewing New Clinton Ad


Hillary Clinton's "3 a.m. Phone Call" Ad

Flemington, NJ, March 3, 2008 – A new national study among 554 self-reported Democrats and independents revealed that there was little movement among voters after they viewed a new ad by Senator Hillary Clinton.

The communications research study was conducted during February 29 and March 1, by HCD Research and the Muhlenberg College Institute of Public Opinion to obtain Americans’ perceptions of a new ad by Senator Clinton regarding the issue of national security. 

“The new Senator Clinton ad looks like it was modeled after the now famous Lyndon Johnson “daisy” ad from the 1964 election, in that both ads focus on using scare tactics to influence voters,” said Glenn Kessler, president and CEO, HCD Research. “Our study shows that the Clinton ad failed in its mission to sway voters.”

While viewing the ad, 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 also asked a pre- and post-viewing question regarding their likelihood to vote for the candidates. To view agreement curves, go to: www.mediacurves.com

Among the study findings:

If the 2008 presidential election was held today, which of the following candidates would you vote for?

Prior to viewing the Clinton ad:
 

After viewing the Clinton ad:
 

All Respondents

All Respondents

Clinton – 33%

Clinton – 35%

Obama –36%

Obama – 37%

Undecided – 31%

Undecided – 28%

 
Among Clinton Supporters

 
Among Clinton Supporters

Clinton – 100%

Clinton –98%

Obama – 0%

Obama –  1%

Undecided – 0%

Undecided  – 1%

 
Among Obama Supporters

 
Among Obama Supporters

Clinton – 0% 

Clinton –  2%

Obama –100% 

Obama – 97%

Undecided –  0% 

Undecided –1%

 
Among Undecided Voters

 
Among Undecided Voters

Clinton – 0%

Clinton –7%

Obama –0%

Obama – 5%

Undecided – 100% 

Undecided – 88%

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 or Chris Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion, 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.  Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues.

COMMENTS
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by drenda (User #207251) on Saturday, March 1, 2008 @ 6:51:32 PM (#540)
I think that this commercial will not get her votes
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by sherry10 (User #207041) on Saturday, March 1, 2008 @ 8:30:20 PM (#541)
i have watched this latest study video and i'm assuming that my comment is to the commercial itself as to how i feel about the directed question of who i want to be answering the whitehouse phone at 3:ooam and i have to admit as much as i disagree with Hillary Clinton she is the much better choice than Obama. i am very terrified at the thoughts of a black man running the country, not because i am prejudiced, which i am not, but too many blacks seem to be holding grudges and attitudes about the past and feel as though they are owed something. i feel like we have enough issues without Obama heading the country. i foresee disaster with him as president.
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by litlerascal (User #207032) on Wednesday, March 5, 2008 @ 3:15:45 PM (#543)
First of all the ad doesn't say what phone. We know it's the White House phone because she is running for President. But frankly this could be a movie trailer for a Sci Fi movie. I will tell you who I want answering the White House phone when it rings..... John McCain. Then I sleep in peace when things in other parts of the world are going wrong!!! I feel like Senator Clinton would spend more time talking and reasoning with Dictators and crazy men that won't listen to reason. I feel that the attacks on our country would double with her in office. The Clintons proved the last time around they were friends with the people of the Middle East. That's great, but when those people threaten this awesome country of ours Friendship gets set aside for the loyalty of our people. That's what a great leader does. I don't think we need to underestimate Barack Obama's inexperience. If there were no Republican Candidates running in the election I would vote for Barack Obama hands down.
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by lilshae33 (User #208031) on Wednesday, March 5, 2008 @ 4:33:52 PM (#544)
There are so many things going on in the world come on n get this over with
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by joelmartin (User #203389) on Wednesday, March 5, 2008 @ 7:48:33 PM (#554)
I think Hillary Clinton is the one I want to answer the phone in the middle of the night.
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by bargainbetty (User #207031) on Monday, March 10, 2008 @ 4:20:01 PM (#565)
even though it was a good clinton ad. it did guive me pause but still will not change my vote for obama
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by judef98671 (User #206714) on Monday, March 10, 2008 @ 5:10:22 PM (#566)
I for one would never vote for Hillary, she does not reflect what is good for our country....For her it is just about winning not the (legal) citizens of the U.S. of A
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by rtist420 (User #208088) on Monday, March 10, 2008 @ 5:54:32 PM (#567)
I'd have to say in my opinion, Hilary Clinton is the best choice and this commercial proves that she really cares about the country. I believe that yes though Obama is an excellent candidate, unfortunately... I don't think its the time quite yet. I'm from Chicago, so is he. He grew up in the "hood" so did I, so why not pick him right? Well, with all the craziness going on, I believe this was not the time for him. We need experience and what not a better person (Hilary Clinton) who has already been in the White House do to her husband. Obviously she is goal orientated and to the point she knows what this country needs and will get it to that point.
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by bembel67 (User #206029) on Monday, March 10, 2008 @ 6:59:35 PM (#568)
I sure would not trust her to answer the phone, the way she is running her campaign, and as for grudges Barack is of mixed heritage he knows he can not choose one race over another . He wants to bring everyone together.
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by lenwftx3 (User #207287) on Monday, March 10, 2008 @ 10:19:25 PM (#574)
I think she lost a lot on the ad by using a child that isn't a child anymore as she was on Today show and didn't know anything about it. Trying hard but not getting ahead seems to what it is saying.
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RE: Hillary Clinton's "3 a.m. Phone Call" Ad
by starr161 (User #97881) on Monday, March 17, 2008 @ 10:49:48 AM (#594)
I am not voting for Hillary again in the 2008 election if she is on the ballad.
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