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All Parties Decrease Favorability for Both Candidates after Viewing New Sestak Ad

Joe Sestak Not on our Side

New ad causes undecided voters among all parties to choose sides

Flemington, NJ, October 22, 2010 – A new national study among 358 self-reported Pennsylvania Democrats, Republicans and Independents revealed that all parties decreased their favorability levels for Joe Sestak and Pat Toomey after viewing a new attack ad by Sestak.

The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) on October 21, to obtain Americans’ perceptions of a new ad by Joe Sestak for Senate, which focuses on the similarities between Pat Toomey and Rick Santorum, his support for former governor Palin and his anti-abortion stance.

The ad slightly moved all parties with regard to their opinion of Joe Sestak by slightly decreasing favorability by 1% among Democrats, 3% among Republicans, and 8% among Independents. However, the ad significantly decreased favorability levels toward Toomey by 8% among Democrats, 5% among Republicans and 10% among Independents.

The ad also caused voters to choose candidates as Sestak gained 6% among Democrats, 2% among Republicans and 3% among Independents. Pat Toomey gained 2% among Democrats, 3% among Independents and lost 1% among Republicans.

Among the Findings:

Which of the following best describes your overall opinion of Pat Toomey, the Republican nominee for the Senate representative of Pennsylvania in the 2010 election?

	Democrats		Republicans		Independents
	Pre	Post	Pre	Post	Pre	Post
Very Favorable	3%	3%	44%	48%	8%	11%
Somewhat Favorable	24%	16%	39%	30%	37%	24%
Somewhat Unfavorable	40%	31%	12%	14%	29%	27%
Very Unfavorable	33%	50%	5%	8%	27%	38%

Which of the following best describes your overall opinion of Joe Sestak, the Democratic nominee for the Senate representative of Pennsylvania in the 2010 election?

	Democrats		Republicans		Independents
	Pre	Post	Pre	Post	Pre	Post
Very Favorable	25%	29%	3%	2%	8%	9%
Somewhat Favorable	49%	44%	16%	14%	45%	36%
Somewhat Unfavorable	21%	19%	43%	37%	36%	38%
Very Unfavorable	5%	8%	38%	47%	11%	17%

If the 2010 Election for Pennsylvania Senate Representative were held today, which of the following best describes whom you would vote for?

	Democrats		Republicans		Independents
	Pre	Post	Pre	Post	Pre	Post
Joe Sestak	62%	68%	9%	11%	38%	41%
Pat Toomey	8%	10%	77%	76%	24%	27%
Other Candidate	2%	3%	4%	5%	2%	2%
Undecided	27%	19%	10%	8%	36%	30%

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 MediaCurves website 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