Flemington, NJ, September 10, 2008 – A new national focus group among 316 self-reported Democrats, Republicans and independents, suggested that Senator Obama’s appearance Monday night on the O’Reilly Factor resulted in slight increase in overall voter support, and improved support among independents regarding economic issues.
The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) during September 8-9, to obtain Americans’ perceptions of Barack Obama’s appearance the O’Reilly Factor, during which he discusses his economic plans and contrasts them with those of John McCain.
Among the study findings:
The broadcast of the second segment earned Barack Obama a Political Communications Impact Score (PCIS) of 15.8 and John McCain received a score of 8.4, resulting in a net score of 7.4 for Barack Obama. The scores can be compared to a mean score of 10.1 for previously tested Obama ads and 7.8 for previously tested McCain ads. To date, the total mean score for all previously tested ads is 8.9.
Regarding the response to the question: “Which candidate do you believe has the best plan to manage and improve the US economy?” There was a 6% movement among independents toward Barack Obama.
The PCIS is a metric scoring system designed to gauge the effectiveness of political communications by generating a score for each candidate to monitor changes in voter perceptions. The PCIS score is derived from the change in voters’ support and the extent that the support shifts. To view scores and results of recent studies go to: http://www.mediacurves.com/PCIS/
While viewing the video, participants indicated their levels of 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. The participants’ emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To view believability curves and detailed results go to: www.mediacurves.com.
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).