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Flemington, NJ, July 9, 2008 – Results from a new national study conducted among 614 self-reported Republicans, Democrats and independents indicated that Democrats and independents increased their support for Senator McCain’s energy policies after viewing a new ad that questions Barack Obama’s commitment to energy reform.
The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion during July 8-9 to obtain Americans’ views on a new energy ad sponsored by the Republican National Committee.
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. The participants’ emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To view agreement curves and detailed results go to: www.mediacurves.com.
Among the study findings:
Which candidate do you think has the best overall policy for dealing with our nation’s energy situation?
| Prior to Viewing McCain’s Ad | After Viewing McCain’s Ad | |||
| Democrats | Democrats | |||
| Barack Obama | 78% | Barack Obama | 65% | |
| John McCain | 22% | John McCain | 35% | |
| Republicans | Republicans | |||
| Barack Obama | 21% | Barack Obama | 13% | |
| John McCain | 79% | John McCain | 87% | |
| Independents | Independents | |||
| Barack Obama | 54% | Barack Obama | 44% | |
| John McCain | 46% | John McCain | 56% | |
Which candidate do you think has the best policy on energy conservation and development?
| Prior to Viewing McCain’s Ad | After Viewing McCain’s Ad | |||
| Democrats | Democrats | |||
| Barack Obama | 81% | Barack Obama | 67% | |
| John McCain | 19% | John McCain | 33% | |
| Republicans | Republicans | |||
| Barack Obama | 25% | Barack Obama | 13% | |
| John McCain | 75% | John McCain | 87% | |
| Independents | Independents | |||
| Barack Obama | 60% | Barack Obama | 47% | |
| John McCain | 40% | John McCain | 53% | |
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; 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 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
