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Flemington, NJ, June 8, 2009 -- A new national media study among 302 viewers of General Motors' new "reinvention" ad revealed that over half (51%) of viewers reported having a more favorable perception of the GM brand after watching the ad.
The study was conducted using the MediaCurves.com® website during June 5-7, to obtain Americans' perceptions of General Motors' new "reinvention" ad. To view believability curves and detailed results go to: www.mediacurves.com.
The study also revealed that 30% of viewers were more likely to visit the GM website after viewing the video.
Among the findings:
"Which of the following actions are you likely to perform in the next year?
Please select all that apply."
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BEFORE Ad |
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AFTER Ad |
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Total |
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Total |
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Buy a General Motors brand automobile |
13% |
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Buy a General Motors brand automobile |
15% |
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Visit General Motors' |
27% |
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Visit General Motors' |
35% |
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Search for information on General Motors |
34% |
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Search for information on General Motors |
41% |
"Has this advertisement changed your perception of the General Motors brand?"
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Total |
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Yes, more favorable |
51% |
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Yes, less favorable |
7% |
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No change |
42% |
While viewing the video clip, 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.
About MediaCurves.com
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. MediaCurves.com is a service of HCD Research, 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.
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.
