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Flemington, NJ, July 21, 2008 – A national study among 250 Americans revealed that men and women reported a slight shift in support for Senator Barack Obama’s health care policies after viewing an ad sponsored by Planned Parenthood.

The communications research study was conducted by HCD Research during July 18-21 to obtain Americans’ views on an ad sponsored by Planned Parenthood that shows Senator McCain responding to a question about insurance coverage for birth control and Viagra.

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. 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 policies regarding health care?

Which candidate do you think has the best policies regarding women’s rights?

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 (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.