Democrats Less Supportive of Government Action on Global Warming After Viewing Ad Featuring Pat Robertson and Al Sharpton


Flemington, NJ, June 6, 2008 – Results from a new national study among 305 self-reported Democrats, Republicans and independents revealed that Democrats were less supportive of immediate government action on global warming after viewing an ad featuring Pat Robertson and Al Sharpton. 

The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion, during June 5-6, to obtain Americans’ views of the ad on global warming.

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:

Do you think global warming requires immediate government action?

Prior to Viewing the Ad    After Viewing the Ad
Democrats Democrats
Yes 71% Yes 73%
No 9% No 14%
Not Sure 20% Not sure 14%

Prior to Viewing the Ad    After Viewing the Ad
Republicans   Republicans  
Yes 44% Yes 45%
No 44% No 44%
Not Sure 12% Not sure 11%

Prior to Viewing the Ad    After Viewing the Ad
Independents  Independents 
Yes 60% Yes 62%
No 23% No 23%
Not Sure 17% Not sure 15%

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

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