Best MediaCurves Studies of 2009, Number 3: Viewers Say Letterman's Confession has not Changed their Perceptions of Him
Majority believe Letterman was sincere throughout his confession
Flemington, NJ, October 5, 2009 – A new media study among 505 viewers of David Letterman's sex scandal confession revealed that the majority reported that their perceptions of Letterman have not changed after viewing the confession.
The study was conducted by HCD Research using its MediaCurves.com® website during October 1-2, to obtain viewers’ perceptions of late night talk show host, David Letterman and his recent involvement in a blackmail situation, which he discussed on his show last Thursday night.
“While sincerity levels remained high throughout Letterman’s confession, the curves spiked when he talked about protecting his family and the people involved in the situation,” explained Glenn Kessler, president and CEO, HCD Research.
A slight majority (55%) reported that after watching David Letterman’s on-air confession from last Thursday’s show, their perception of him did not changed. Less than one-quarter (22%) reported that they have a more negative perception of Letterman, and a similar number (23%) reported that they have a more positive perception of him. In addition, 73% claimed that this incident has not changed their likelihood of watching Letterman’s ‘Late Show.’
Among the findings:
Has this incident changed your perception of David Letterman?
|
|
Total
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|
Yes, I have a more negative perception of David Letterman now
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22%
|
|
Yes, I have a more positive perception of David Letterman now
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23%
|
|
No change
|
55%
|
Has this incident changed your likelihood to watch David Letterman’s, “The Late Show?”
|
|
Total
|
|
Yes, I am more likely to watch the show now
|
11%
|
|
Yes, I am less likely to watch the show now
|
15%
|
|
No change
|
73%
|
While viewing the video, participants indicated their levels of sincerity 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 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.
RE: David Letterman's Confession
he did himself and all concerned proud by telling the truth
RE: David Letterman's Confession
I'm more judgmental of the audience than of Letterman just now; even though I don't condone his abuse of power over women.
RE: David Letterman's Confession
I AM A MOYER AND I BACK THE INDUSTRY,WE ALL LIVE OR LIVED THE WAY WE WANTED TO,THERE IS NO ONE IN THE INDUSTRY THAT I DONT LIKE. SO MANY HAVE MADE FUN OF THESE PEOPLE AND THEY ARE THE ONES WHO ARE"LOW CLASS". THEY HAVE OR ARE THE ONES WHO NEED TO BE WRITTEN ABOUT WHO HAVE TRIED TO RUIN THE
PEOPLE FROM S.A.G.'S LIVES
RE: David Letterman's Confession
Guess he was a dirty old man after all!
RE: David Letterman's Confession
I believe that Letterman responded the only way he is fit how to respond, which is through humor. I guess the thing that bothered me, was that he seemed more apologetic to the women he had the affairs with than to his family... I believe he was married at the time. I suppose that is a personal issue. Its possible that a public apology more closely directed to his family would have been 'insincere'...
RE: David Letterman's Confession
by Dee (Anonymous User)
on Monday, October 5, 2009 @ 6:19:50 PM (
#2945)
No he was not married at the time.
RE: David Letterman's Confession
I am quite disgusted with the whole thing
RE: David Letterman's Confession
I just think people who do that kind of stuff are real low lifes who don't have a life of their own and figure they can make some quick money at other peoples expence and don't care who it may hurt.
RE: David Letterman's Confession
David did a difficult thing by admitting his actions but he was able to have the person arrested and hopefully, this person will be held accountable. Hopefully, also, the women involved will remain in the background and David's family will not be any more affected than they already have been by all of this. Very sad situation, for all concerned.
RE: David Letterman's Confession
RE: David Letterman's Confession
thanks He made a mistake he was caught life goes on...
RE: David Letterman's Confession
I don't think as a married man that it was right of David Letterman to cheat on his wife. But I admire him for being upfront with the public and his fans and admitting what happened. He didn't try to cover it up or deny it.
RE: David Letterman's Confession
At first I thought he was making a joke of it, but later I thought he really came clean. That's the way to deal with blackmail.
RE: David Letterman's Confession
I think it's much ado about an embarassing situation for David, but one that doesn't have a consequence for me as a viewer.
RE: David Letterman's Confession
RE: David Letterman's Confession
This was interesting-i hadn't heard about this yet,but it does not change my opinion or impressions of David Letterman. i have been a fan for many years and will continue to be one. If anything,it gives me an even more positive opinion of him,because this is just silly,and i think it was good of him to talk about it so openly. thnk you for the survey.
RE: David Letterman's Confession
I think it is entertaining of someone trying to do this to him for money.
RE: David Letterman's Confession
I believe the audience abd there laughing was not helping the situation any.I believe David Letterman came public about this to protect his family and those involved.I believe his intentions were good.
RE: David Letterman's Confession
Just want to clarify that my anger was for the blackmailer, my pride for Dave. God knows he's not perfect, but the guy's as straigtforward as you can get.
RE: David Letterman's Confession
Bravo, David Letterman! The only one who should feel embarassed is the fool holding the fake two million dollar check.
RE: David Letterman's Confession
RE: David Letterman's Confession
It is too bad that he would need to sleep with woman that work with/for him, that is just bad idea. I feel worst for his wife and son, who have to see this play out in the media.
RE: David Letterman's Confession
RE: David Letterman's Confession
letterman was honest about the incident and that was very admirable
RE: David Letterman's Confession
Interesting subject. Thanks for asking me for my opinion. I appreciate the risks people such as David Letterman take in doing the work they do.
RE: David Letterman's Confession
I do not think his wife is to happy about this or his children.
RE: David Letterman's Confession
i would never watch his show again. he should be fired
RE: David Letterman's Confession
I believe David Letterman did the right thing.
RE: David Letterman's Confession
I felt that he was sincere and I am glad that he spoke about it and brought it out in the open
RE: David Letterman's Confession
I think people will begin to look at Letterman in a different light now. Even though his ratings went up for the day, it's just because people were curious to find out what happened. Also, I did not like the way he revealed what he had done. He was too nonchalant about the whole thing.
RE: David Letterman's Confession
Maybe having sex with women that work with or for him is a perk that David Letterman gets....I wonder if I can get a job like that??
RE: David Letterman's Confession
Look, fidelity in this day and age is more or less 50% sadly. I feel bad for his wife but I just think that overall this is private business which has been put public. It makes me sad for his wife...but she does get the "joy" of his earnings...so let's just leave it to them to figure out. Not my business!
RE: David Letterman's Confession
RE: David Letterman's Confession
What is it about men, powerful or not, that they cannot remain faithful to their partners?
RE: David Letterman's Confession
RE: David Letterman's Confession
There was a time when I regularly watched Mr. Letterman, and in fact preferred Late Night to other similar shows, but over the last 6 or 7 years David has become increasingly mean-spirited, partisan and generally nasty. I don't know what caused this, but I now find it impossible to enjoy watching.
RE: David Letterman's Confession
David Latterman did the smart thing by getting out in front of this stupid thing that he did. Telling the story himself took all the steam out of the blackmailer or the tabloid media who would exploit this situation.
RE: David Letterman's Confession
I think it's a shame because sexual harassment in the workplace is a serious matter.
RE: David Letterman's Confession
I feel sorry for him altho he should know better. Still I appreciate his honesty!
RE: David Letterman's Confession
I give David Letterman alot of credit for coming forth and telling what has happened. He is doing it in a mature and appropiate way.
RE: David Letterman's Confession
Thank you for the invitation. I believe Letterman handled the situation extremely well under the circumstances.
RE: David Letterman's Confession
Mr. Letterman is a man of unflappable integrity, and I hope that the CREEP that did this to him has justice served to him.
RE: David Letterman's Confession
I think it was a brave thing to tell his fans himself instead of having to read it in a gossip paper.
RE: David Letterman's Confession
He is "It's all about me" kind of guy.
RE: David Letterman's Confession
i believe he felt it was better to come clean than be blasted
RE: David Letterman's Confession
Who would WANT to have sex with David Letterman? Certainly if we were all polled on this question, there'd be an increase in the number of us who say "much less likely" after watching this video.
RE: David Letterman's Confession
people screw up. It is big of him to admit something like that even though he knows it could mess up his relationship with his wife
by Wattana (Anonymous User)
on Friday, September 7, 2012 @ 12:29:40 AM (
#7986)
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by Wattana (Anonymous User)
on Friday, September 7, 2012 @ 12:29:54 AM (
#7987)
KANYE needs also a version wiuthot autotune of his new album and also a version by artists aka the friendship versionwith a version of love lockdown by john legend, per examplethen a version of heartless by mary j blige and etc !KANYE NEEDS TO DO DAT FOR DECEMBER ! after his album out on november, FOR A REEDITION of his sh*t for this christmas.that would/will be a hot winter !CREATE A PETITION, SEND DA INFORMATION ON HIS kanyeuniversity.com , he needs to know that now ! this is one of the great idea that he can do !!!a limited edition with a 3 cds package !!!THE OFFICIAL VERSIONTHE NON-AUTOTUNED VERSIONAND THE FRIEND VERSIONso drop this idea on the kanye's email, on his blog, on his myspace and on fan club/website !WE NEED THAT !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!please, Jimmyu're a fan of Kanye. so please send this message, this idea, on his website or wherever he can read this. do da s*** for me. i'm not in the usa. so it's hard to me. even if u don't like my idea. please send it nevertheless for a homie.thxpeace
by dopccfqwask (Anonymous User)
on Friday, September 7, 2012 @ 10:53:38 PM (
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on Sunday, September 9, 2012 @ 10:16:51 AM (
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RE: David Letterman's Confession
I THINK LETTERMAN CHOSE A REASONABLE WAY OF HANDLING THE SITUATIUON.
by Mercedes (Anonymous User)
on Wednesday, December 12, 2012 @ 12:15:57 PM (
#8287)
I live in Sydney and I've never seen a pair under a hundred dlolars.I saw some last week around Circular Quay and (I'm not 100% sure, as I wasn't really looking to find the price of them, but just turned a pair over to see ..) I think they were around $ 150.Not sure who told you $ 30 but no way!!!I'll have another look this afternoon and update my answer tonight if I remember. I'd steer clear of buying them around the touristy areas like Circular Quay, The Rocks etc, as they're likely to be pricier.
by euglqt (Anonymous User)
on Thursday, December 13, 2012 @ 2:26:50 AM (
#8297)
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on Saturday, December 15, 2012 @ 2:30:03 AM (
#8317)
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RE: David Letterman's Confession
What David Leterman does when he is not on his show is his own business. All of us have our skeleons in our closet, Shame on the blackmailer trying to black mail Mr. Letterman.
RE: David Letterman's Confession
What happened between Dave and any women whether they worked for him or not is nobody's business and he certainly doesn't deserve to be blackmailed or ridiculed for this.
RE: David Letterman's Confession
asked some questions andmade us think about glass houses and throwing stones
RE: David Letterman's Confession
I am sick and tired of rich celebrities or famous people cheating on their spouses (family) and being stupid enough to believe it won't come out. I don't watch them and contribute to their wealth partially for this very reason. They morals and humility. They only come clean when caught. Too bad they all can't be blackmailed to hit them where they care the most in their back pocket.
RE: David Letterman's Confession
Why do people do this kind of nonsense? And so what if he had relations with people on his staff as long as it was consensual.
RE: David Letterman's Confession
It's too bad he did this to his family.
RE: David Letterman's Confession
What happens between two grown, consenting people is nobody's business but their own
RE: David Letterman's Confession
HE IS A TOTAL SLIME-I WILL NEVER WATCH HIS SHOW AGAIN
RE: David Letterman's Confession
I see no other way of handling a blackmailer effectively.
RE: David Letterman's Confession
I like David Letterman regardless. He makes mistakes like anybody else.
RE: David Letterman's Confession
I think Letterman should step down from the show.
RE: David Letterman's Confession
I am discussed by the coverage this has gotten on Entertainment TV. Who cares who the women are??!! Leave them all alone! This is about a stupid man that tried to blackmail David Letterman and got caught. Why do they continue to victimize the victim. Way to go David! Way to fight back!
RE: David Letterman's Confession
I really didn't feel any of those emotions but I had to put something to move on
RE: David Letterman's Confession
I rarely watch David Letterman because I do not care for the format. However, blackmail is a criminal offense and no one should be targeted in this manner.
by Choklat (Anonymous User)
on Friday, November 9, 2012 @ 12:49:25 AM (
#8180)
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RE: David Letterman's Confession
This kind of stuff goes on all the time in the workplace...I wonder if he will be made an example by the network and get axed.
RE: David Letterman's Confession
by tammy (Anonymous User)
on Monday, October 5, 2009 @ 1:05:10 PM (
#2943)
Yup..my opinion hasn't changed on him either. He's still a gross dirty, old man.
RE: David Letterman's Confession
Thanks for all the great feedback! we appreciate your comments.
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