Flemington, NJ, January 14, 2010 – A new media study among 303 sports fans viewing an interview with Mark McGwire discussing his steroid use revealed that the majority of respondents (81%) did not think McGwire could have broken the home run record without using steroids.
The study was conducted during January 12-13 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of an interview that features former major league baseball player Mark McGwire discussing his confession of steroid use. To view detailed results go to: www.mediacurves.com.
The majority of viewers (76%) also reported that McGwire’s confession will hurt his prospects of being inducted into the National Baseball Hall of Fame. In addition, only 17% of viewers believed that McGwire used steroids only to assist in his injury recovery and prevention of future injuries.
“Our automated response curves revealed that viewers’ believability levels plummeted each time McGwire stated that he could have achieved the same performance without steroids and that he only took steroids for ‘health purposes,’” commented Glenn Kessler, president and CEO, HCD Research.
Among the findings:
Do you think Mark McGwire would have broken the record for most home runs hit in a single season if he had not used steroids?
|
|
Total |
|
Yes |
19% |
|
No |
81 |
How do you think Mark McGwire’s confession of steroid use will affect his prospects of being inducted to the National Baseball Hall of Fame?
|
|
Total |
|
Will help his chances of being inducted into the hall of fame |
6% |
|
Will hurt his chances of being inducted into the hall of fame |
76% |
|
Will neither help or hurt his chances of being inducted into the hall of fame |
18% |
Which of the following statements do you feel is more accurate?
|
|
Before Video |
After Video |
|
Mark McGwire used steroids only to help him recover from and prevent future sports injuries |
12% |
17% |
|
Mark McGwire used steroids to help gain strength to improve his playing ability and to help him recover from and prevent future sports injuries |
53% |
55% |
|
Mark McGwire used steroids only to help him gain strength to improve his playing ability |
35% |
28% |
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 were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based 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. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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