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Flemington, NJ, December 2, 2009 – A new media study among 301 Americans revealed that among the rumors regarding Tiger Woods’ accident, his alleged affair with Rachel Uchitel was the rumor that most respondents believed to be true.
The study was conducted by HCD Research using its MediaCurves.com® website on December 1-2 to obtain perceptions of the various rumors being spread about Tiger Woods’ car accident on Friday, November 27. To view interest curves and detailed results go to: www.mediacurves.com.
Nearly one-third of Americans indicated that they now have a more negative perception of Tiger Woods and 18% stated that they were less likely to purchase products endorsed by Tiger Woods. More than half of the respondents (57%) reported that they saw the story on Facebook and 74% viewed the coverage on television.
Among the findings:
Which of the following recent rumors do you believe about Tiger Woods? Select all that apply.
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Total |
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He cheated on his wife, Elin Nirdegren, with New York night club hostess Rachel Uchitel |
41% |
|
His wife, Elin Nidegren, tried to attack him with a golf club during a fight |
29% |
|
His wife, Elin Nidegren, scratched his face after learning that he was having an affair |
29% |
|
He was under the influence of prescription pain medicine while driving |
14% |
|
His wife, Elin Nidegren, used a golf club to break his car window in order to rescue him |
37% |
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None of the above |
19% |
Has this incident changed your perception of Tiger Woods?
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Total |
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Yes, I have a more negative perception of Tiger Woods now |
30% |
|
Yes, I have a more positive perception of Tiger Woods now |
4% |
|
No change |
66% |
Has this incident changed your likelihood of purchasing products endorsed by Tiger Woods?
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|
Total |
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Yes, I am more likely to purchase products endorsed by Tiger Woods |
4% |
|
Yes, I am less likely to purchase products endorsed by Tiger Woods |
18% |
|
No change |
78% |
Please indicate where you saw coverage, posts, news, updates, etc. related to Tiger Woods’ car accident. Select all that apply.
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Total |
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Television/news |
74% |
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News site |
62% |
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|
9% |
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Social media site |
30% |
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Phone call, text, etc. |
4% |
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Word of mouth |
41% |
|
Newspaper/magazine |
26% |
|
Other |
5% |
Please indicate which social media sites you saw coverage, posts, new updates, etc. related to Tiger Woods’ car accident. Select all that apply.
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Total |
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57% |
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|
27% |
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MySpace |
16% |
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Digg |
6% |
|
|
7% |
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Blogs |
27% |
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Youtube |
17% |
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Other |
31% |
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.
