Democrats and Independents Increase Support for McCain's Health Care Plan After Viewing His New Ad


Flemington, NJ, May 28, 2008 – A national study among 307 self-reported Republicans, Democrats and independents indicated that Democrats and independents increased their support for Senator John McCain’s health care plan after viewing his new ad that focuses on health care.

The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion during May 26-27 to obtain Americans’ views on Senator McCain’s new ad focusing on the health care issue.

While viewing McCain’s new 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. The participants’ emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To view agreement curves and detailed results go to: www.mediacurves.com.

Among the study findings:

Which of the following candidates has the best plan for managing the issue of health care in America?

Prior to Viewing McCain’s Ad

Democrats
Barack Obama – 59%
John McCain – 2%
Other candidate – 20%
None – 19%

Republicans
Barack Obama – 14%
John McCain – 44%
Other candidate – 8%
None – 34%

Independents
Barack Obama – 38%
John McCain – 15%
Other candidate – 14%
None – 33% 

 After Viewing McCain’s Ad

Democrats
Barack Obama – 53%
John McCain – 11%
Other candidate – 18%
None – 18%

Republicans
Barack Obama – 11%
John McCain – 55%
Other candidate – 6%
None  – 28%

Independents
Barack Obama – 30%
John McCain – 26%
Other candidate – 13%
None – 31%

Emotions Most Felt While Viewing the Ad

When asked to select the emotions they felt most strongly while viewing Senator McCain’s new ad from a list of emotions, Democrats reported that “skeptical” (56%) and “hopeful” (19%) were the strongest emotions felt, compared to Republicans who indicated “hopeful” (33%) and “skeptical” (25%) were the strongest emotions felt. independents reported that “skeptical” (38%) and “hopeful” (20%) were the strongest emotions felt while viewing his new 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; 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).

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