 Send This Thread to a Friend |
Flemington, NJ, September 13, 2010 – A new national study among 150 self-reported Pennsylvania Democrats, Republicans and Independents revealed that Independents were more likely to vote for Pat Toomey than Joe Sestak after viewing a new ad by Toomey.
The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) on September 10, to obtain Americans’ perceptions of a new ad by Toomey for Senate, which focuses on Pat Toomey’s experience on Wall Street and Joe Sestak’s alleged vote to bail out Wall Street.
The ad significantly moved Independents in favor of voting for Pat Toomey, with an increase from 18% to 26%, while decreasing support for Joe Sestak from 30% to 24%. In addition, the results indicated that Independents were much less favorable of Joe Sestak after viewing the ad, with unfavorable ratings rising from 39% to 52%.
HCD Research also conducted an analysis of social media buzz using NetClass Politics, its social media monitoring tool. The analysis revealed that following the ad’s debut on Youtube.com on September 7, Pat Toomey’s ratio of positive vs. negative comments peaked on September 10, registering nearly 42% of positive sentiment for the candidate.
Among the Findings:
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 |
22% |
22% |
0% |
0% |
7% |
4% |
|
Somewhat Favorable |
54% |
53% |
21% |
12% |
54% |
44% |
|
Somewhat Unfavorable |
20% |
24% |
28% |
32% |
26% |
38% |
|
Very Unfavorable |
4% |
2% |
51% |
56% |
13% |
14% |
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% |
6% |
6% |
30% |
24% |
|
Pat Toomey |
12% |
12% |
70% |
74% |
18% |
26% |
|
Other Candidate |
4% |
6% |
2% |
0% |
6% |
8% |
|
Undecided |
24% |
24% |
22% |
20% |
46% |
42% |
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).
