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Flemington, NJ, April 15, 2008 – A new national study among 400 self-reported Democrats and independents revealed that there was little movement among voters after they viewed a new ad by Senator Hillary Clinton.
The communications research study was conducted earlier today by HCD Research and the Muhlenberg College Institute of Public Opinion to obtain Americans’ perceptions of a new ad by Senator Clinton in response to Senator Obama’s controversial remarks that unfulfilled promises from Washington have left some Pennsylvanians "bitter" and clinging to guns or religion.
While viewing the ad, participants indicated their levels of agreement 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 regarding their likelihood to vote for the candidates. To view agreement curves, go to: www.mediacurves.com
Among the study findings:
Overall, how believable is the video to you?
|
|
All respondents |
Clinton Supporters |
Obama Supporters |
Undecided |
|
Believable |
33% |
68% |
5% |
14% |
|
Somewhat Believable |
29% |
29% |
23% |
51% |
|
Somewhat Unbelievable |
15% |
3% |
26% |
18% |
|
Very Unbelievable |
23% |
1% |
46% |
16% |
Please select the one emotion that you felt most strongly while watching the video.
|
All respondents |
Clinton Supporters |
Obama Supporters |
Undecided |
|
“Irritated” – 26% |
Attentive” – 33% |
“Irritated” – 47% |
“Skeptical” – 35% |
Which of the following best describes your overall opinion of Hillary Clinton?
Prior to watching the video:
|
|
All Respondents |
Clinton Supporters |
Obama Supporters |
Undecided |
|
Very Favorable |
36% |
69% |
9% |
16% |
|
Mostly Favorable |
37% |
30% |
40% |
55% |
|
Mostly Unfavorable |
16% |
1% |
29% |
22% |
|
Very Unfavorable |
11% |
0% |
23% |
6% |
After watching the video:
|
|
All Respondents |
Clinton Supporters |
Obama Supporters |
Undecided |
|
Very Favorable |
36% |
73% |
5% |
16% |
|
Mostly Favorable |
32% |
27% |
32% |
53% |
|
Mostly Unfavorable |
16% |
1% |
29% |
20% |
|
Very Unfavorable |
16% |
0% |
34% |
10% |
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, 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
