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Flemington, NJ, June 23, 2010 – Results from a national media study conducted among 307 viewers of a new BP ad that addresses the spill in the Gulf revealed that viewers expressed a more positive opinion of the company after watching the ad.
The study was conducted during June 21-22 by HCD Research using its MediaCurves.com® website to obtain viewers’ perceptions of a new BP commercial that addresses the recent oil spill in the Gulf. To view detailed results go to: www.mediacurves.com.
Among the findings:
Has BP’s response to the situation in the Gulf influenced your opinion of the company?
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Pre |
Post |
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Yes, I have a more positive opinion of the company |
5% |
18% |
|
No, I have a more negative opinion of the company |
72% |
50% |
|
No, my opinion of the company has not changed |
23% |
32% |
Please indicate how BP has responded to the situation in the Gulf using a scale of 1-7 where 1 represents “not at all favorable” and 7 represents “extremely favorable”
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Total Mean Score |
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Pre |
Post |
|
Favorability |
2.6 |
3.5 |
Please indicate BP’s level of sympathy for the people in the Gulf using a scale of 1-7 where 1 represents “not at all sympathetic” and 7 represents “extremely sympathetic”
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Total Mean Score |
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|
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Pre |
Post |
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Level of Sympathy |
2.9 |
3.7 |
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.
