Flemington, NJ, July 29, 2008– According to a new national study among 300 self-reported Democrats, Republicans and independents voter support for both John McCain and Barack Obama remained unchanged after participants viewed a video in which both senators responded to Senator Obama’s cancelled visit to wounded U.S. soldiers overseas.
The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) during July 28-29, to obtain Americans’ perceptions of a video news report in which Senator John McCain and Senator Barack Obama respond to Barack Obama’s cancelled visit to wounded U.S. soldiers in Germany.
While viewing the video, 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 their support for the candidates. To view detailed results and agreement curves, go to: www.mediacurves.com
Among the study findings:
If the 2008 Presidential Election was held today, which of the following best describes who you would vote for?
Prior to Viewing the Video After Viewing the Video
Barack Obama – 80% Barack Obama – 79%
John McCain – 6% John McCain – 7%
Other candidate – 3% Other candidate – 3%
Undecided – 10% Undecided – 10%
Barack Obama – 12% Barack Obama – 11%
John McCain – 80% John McCain – 80%
Other candidate – 1% Other candidate – 1%
Undecided – 7% Undecided – 8%
Barack Obama – 45% Barack Obama – 45%
John McCain – 31% John McCain – 32%
Other candidate – 5% Other candidate – 6%
Undecided – 19% Undecided – 17%
Emotions Most Felt While Viewing the Ad
- Among political parties, the emotions most felt by Republicans while watching the video were “skepticism” (39%), “anger” (14%) and “disturbing” (14%), compared to Democrats, who reported “skepticism” (36%) and “confusion” (17%) and “disturbing” (13%) as the emotions most felt. Independents reported “skepticism” (37%), “confusion” (13%) and “anger” (13%) as the emotions most felt while watching the video.
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 (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. 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.