Flemington, NJ, July 8, 2008 – A national study among 302 self-reported Republicans, Democrats and independents revealed that Democrats and independents increased their support for Senator John McCain’s energy policies after viewing his new ad that questions Barack Obama’s stance on energy issues.
The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion during July 7-8 to obtain Americans’ views on Senator McCain’s new energy ad.
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 candidate do you think has the best overall policy for dealing with our nation’s energy situation?
| Prior to Viewing McCain’s Ad | After Viewing McCain’s Ad | |||
| Democrats | Democrats | |||
| Barack Obama | 85% | Barack Obama | 74% | |
| John McCain | 15% | John McCain | 26% | |
| Republicans | Republicans | |||
| Barack Obama | 12% | Barack Obama | 8% | |
| John McCain | 88% | John McCain | 92% | |
| Independents | Independents | |||
| Barack Obama | 58% | Barack Obama | 48% | |
| John McCain | 42% | John McCain | 52% | |
Which candidate do you think has the best overall policy concerning off-shore oil drilling?
| Prior to Viewing McCain’s Ad | After Viewing McCain’s Ad | |||
| Democrats | Democrats | |||
| Barack Obama | 88% | Barack Obama | 73% | |
| John McCain | 12% | John McCain | 27% | |
| Republicans | Republicans | |||
| Barack Obama | 12% | Barack Obama | 6% | |
| John McCain | 88% | John McCain | 94% | |
| Independents | Independents | |||
| Barack Obama | 55% | Barack Obama | 47% | |
| John McCain | 45% | John McCain | 53% | |
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).
HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based 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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