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New Obama Terrorism Ad has Little Effect on Voter Support


Obama Ad - America's Leadership
Personal Attribute Scores for Obama Improve Among Republicans after Viewing Ad
 
Flemington, NJ, July 22, 2008 – Results from a new national study among 305 self-reported Democrats, Republicans and independents revealed that Senator Barack Obama’s new ad had little effect on voter support.
 
The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) today, to obtain Americans’ perceptions of a new Barack Obama terrorism ad.
 
While viewing the ad, participants indicated their levels of interest and believability 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 Barack Obama. To view detailed results and believability curves, go to: www.mediacurves.com
 
Respondents were also asked to evaluate the candidate on 8 personal attributes before and after viewing the ad. They could rate the candidate for each attribute using a negative and a positive scale. 
 
Among the study findings:
 
Democrats reported positive scores for Obama on all 8 attributes before and after viewing the ad. Among Republicans, he received negative scores on 6 out of 8 attributes, although his scores moderately improved in 3 out of the 6 negative attributes after viewing the ad. Independents reported a negative score for only 1 attribute and that score moderately improved after viewing the ad.
 
“Please specify how much you agree/disagree with the following statements about Barack Obama.”
 
Before Viewing the Ad 

Mean Responses on a Scale of:
-100% (Completely Disagree) to +100% (Completely Agree) Scale
Registered
Democrat
(n=103)
Registered Republican
(n=100)
Registered
Independent
(n=102)
Total
(n=305)
He is hard working.
63%
9%
37%
37%
He is honest
44%
-18%
14%
14%
He is concerned about people like me.
46%
-29%
8%
9%
He is fighting for a change
62%
4%
34%
34%
He will represent my values
46%
-35%
5%
6%
He is not tied to special interests
24%
-33%
-11%
-6%
He is accountable
46%
-25%
11%
11%
He is firm and consistent in his views
37%
-28%
1%
4%

 
“Please specify how much you agree/disagree with the following statements about Barack Obama.”
 
After Viewing the Ad 

Mean Responses on a Scale of:
-100% (Completely Disagree) to +100% (Completely Agree) Scale
Registered
Democrat
(n=103)
Registered Republican
(n=100)
Registered
Independent
(n=102)
Total
(n=305)
He is hard working.
61%
11%
35%
36%
He is honest
48%
-16%
15%
16%
He is concerned about people like me.
50%
-21%
8%
13%
He is fighting for a change
60%
7%
35%
35%
He will represent my values
50%
-28%
9%
11%
He is not tied to special interests
26%
-32%
-2%
-2%
He is accountable
51%
-19%
17%
17%
He is firm and consistent in his views
44%
-24%
7%
9%

  • Among political parties, the emotions most felt by Democrats while watching the ad were “inspiration” (45%) and “pride” (20%), compared to Republicans, who reported “skepticism” (53%) and “inspiration” (24%) as the emotions most felt, and independents who reported “skepticism” (35%) and “inspiration” (32%) as the emotions most felt. 
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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