Flemington, NJ, October 20, 2010 – A new national study among 401 self-reported Pennsylvania Democrats, Republicans and Independents revealed that all parties indicated that Pat Toomey was more favorable after they viewed his new ad.
The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) on October 20, to obtain Americans’ perceptions of a new ad by Toomey for Senate, which focuses on the need for more jobs and Joe Sestak’s support for bills that Toomey believes are suppressing the economy.
The ad significantly moved all parties with regard to their opinion of Pat Toomey by increasing favorability by 9% among Democrats, 5% among Republicans, and 10% among Independents. In addition, after viewing the ad, there was an increase in respondents who reported that they were more likely to vote for Pat Toomey increasing by 4% among Democrats, 6% among Republicans and 8% among Independents.
The ad also had a negative effect on Joe Sestak’s favorability among all parties with his favorability decreasing by 4% among Democrats, 1% among Republicans, and 4% among Independents. However, despite the decrease in favorability levels, respondents’ intentions to vote for Sestak barely moved after viewing the ad.
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 |
2% |
4% |
38% |
48% |
8% |
11% |
|
Somewhat Favorable |
20% |
27% |
47% |
42% |
32% |
39% |
|
Somewhat Unfavorable |
45% |
38% |
13% |
8% |
39% |
30% |
|
Very Unfavorable |
34% |
32% |
2% |
2% |
21% |
20% |
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 |
26% |
25% |
3% |
4% |
5% |
9% |
|
Somewhat Favorable |
49% |
46% |
15% |
13% |
49% |
41% |
|
Somewhat Unfavorable |
22% |
25% |
48% |
47% |
32% |
34% |
|
Very Unfavorable |
3% |
4% |
34% |
36% |
14% |
16% |
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 |
61% |
59% |
7% |
6% |
33% |
32% |
|
Pat Toomey |
9% |
13% |
73% |
79% |
22% |
30% |
|
Other Candidate |
3% |
3% |
2% |
3% |
5% |
3% |
|
Undecided |
27% |
25% |
18% |
11% |
41% |
34% |
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
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