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Flemington, NJ, September 1, 2009 – A new national media study among 851 self-declared Democrats, Republicans and Independents revealed that majority of all parties reported that an ad by Truth and Hope was effective after viewing the ad.
The study was conducted by HCD Research using its MediaCurves.com® website on August 31, to obtain viewers’ perceptions of a recent ad by Truth and Hope in support of gay marriages.
Democrats and Independents reported ‘happiness’ and ‘inspiration’ as the emotions they felt most while watching the Truth and Hope ad. Republicans reported ‘disturbed’ and ‘happiness’ as the emotions they felt most while viewing the ad.
Among the findings:
“Which of the following emotions did you feel the most while viewing the video? Please select one emotion you felt most.”
|
|
Democrats |
Republicans |
Independents |
|
Anger |
1% |
3% |
3% |
|
Inspiration |
28% |
10% |
18% |
|
Sadness |
6% |
15% |
10% |
|
Skepticism |
11% |
18% |
15% |
|
Confusion |
3% |
6% |
4% |
|
Disturbing |
10% |
24% |
10% |
|
Embarrassment |
0% |
1% |
2% |
|
Pride |
8% |
2% |
4% |
|
Happiness |
32% |
20% |
33% |
“Please indicate how effective you thought this advertisement was.”
|
|
Democrat |
Republican |
Independent |
|
Extremely effective |
41% |
24% |
34% |
|
Somewhat effective |
42% |
34% |
43% |
|
Not at all effective |
16% |
42% |
23% |
While viewing the video, participants indicated their levels of agreeability 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.
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, 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. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).