Flemington, NJ, August 29, 2007 – A new national focus group conducted among 303 Americans revealed that an overwhelming majority (82%) agree with NFL Commissioner Roger Goodell’s decision to indefinitely suspend Atlanta Falcons’ Quarterback Michael Vick from the NFL.

The communications research study was conducted by HCD Research during August 28-29, using its mediacurves.com web site, to obtain Americans’ views on a video clip of Michael Vick, in which he apologizes for running an illegal dog fighting operation.

While viewing the video, participants were asked to indicate whether Vick’s apology was believable or not believable 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. To view believability curves and detailed results of the study, go to: www.mediacurves.com

Among the findings:

• Prior to viewing Michael Vick’s apology, an overwhelming majority of responders (86%) reported that they agreed with the NFL commissioner’s decision to suspend Michael Vick indefinitely from the NFL. After viewing Vick’s apology 82% of responders reported that they agreed with the NFL commissioner’s decision.

• Prior to viewing Michael Vick’s apology, 45% of responders reported that Vick “should not” be given a second chance in the NFL after serving his sentence, while 40% indicated that he “should” be given a second chance in the NFL.

• However, after viewing Michael Vick’s apology, 45% of responders reported that Vick “should” be given a second chance in the NFL after serving his sentence, while 41% indicated that he “should not” be given a second chance in the NFL.

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, managing partner, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).

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HCD Research specializes in conducting communications research for the pharmaceutical, food and beverage, financial and entertainment industries, among others. Headquartered in Flemington, NJ, the company's services include traditional and web-based 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.