Flemington, NJ, April 4, 2008 – Results from a new national study among 611 self-reported Democrats, Republicans and independents revealed that half of younger Republicans (51%) reported that global warming requires immediate government action after viewing an ad regarding global warming.  

The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion, during April 3-4, to obtain Americans’ views of an ad on global warming, sponsored by the Alliance for Climate Protection, an organization founded by former Vice President Al Gore.

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 pre- and post-viewing questions regarding global warming. To view detailed results and agreement curves, go to: www.mediacurves.com

Among the study findings:

• Among younger Republicans (18-39), support increased for immediate government action on global warming after viewing the ad, with 42% reporting that immediate government action was required prior to viewing the ad, compared to 51% after viewing the ad.

• A higher percentage of younger Republicans reported that global warming was a “very serious” issue after viewing the ad, with 22% indicating that it was “very serious” prior to viewing the ad, compared to 28% after viewing the ad.

• Among all respondents, support increased for immediate government action on global warming, with 62% reporting that immediate action was required prior to viewing the ad, compared to 68% after viewing the ad.

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. For additional information on Muhlenberg College, go to www.muhlenberg.edu