Flemington, NJ, June 17, 2008 – Results from a new national study among 312 self-reported Democrats, Republicans and independents indicated that the emotions most felt among voters while watching the new McCain Girl video were “irritated” and “entertained”.
The study was conducted by HCD Research during June 16-17, to obtain Americans’ perceptions of the new McCain Girl music video, produced by Barelypolitcal.com
While viewing the video, participants indicated their levels of positive and negative feelings 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 their support for John McCain. To view detailed results and negative and positive curves, go to: www.mediacurves.com
Among the study findings:
- Among political parties, the emotions most felt by Democrats while watching the video were “irritated” (27%) and “entertained” (27%), compared to Republicans, who reported “irritated” (30%) and “entertained” (23%) as the emotions most felt, and independents who reported “entertained” (28%) and “irritated” (27%) as the emotions most felt.
- There was little change regarding which candidate respondents would vote for after viewing the video.
- When asked if the video would help, hurt or have no effect on McCain’s campaign, 52% of Democrats reported that it would have no effect, compared to 62% of Republicans and 58% independents who reported it would have no effect on his campaign.
- Nearly half of Democrats (48%) reported that the video was produced by “a separate organization unrelated to any campaign”, compared to more than half of Republicans (51%) and independents (67%).
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 (firstname.lastname@example.org)
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.