Flemington, NJ, January 13, 2010 – A new media study among 300 viewers of the new Carl’s Jr. ad featuring Kim Kardashian revealed that the majority of female respondents (69%) indicated that they found the ad at least somewhat offensive or inappropriate.
The study was conducted during January 12-13 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a new ad for a Carl’s Jr. salad that depicts Kim Kardashian seductively eating the salad. To view detailed results go to: www.mediacurves.com.
A clear majority of male viewers (86%) reported that the ad was somewhat or extremely effective, compared to 53% of the female viewers who reported that the ad was somewhat or extremely effective. In addition, while men’s perception of the Carl’s Jr. brand was more favorable after viewing the video, women’s perception of the brand was less favorable after watching the ad.
“We observed that men’s interest levels increased steadily throughout the commercial while women’s interest levels declined,” commented Glenn Kessler, president and CEO, HCD Research. “The largest divergence between male and female interest levels occurred when Kardashian said, ‘And while the best things in life are messy, it's fun to get clean.’”
Among the findings:
Did you find the commercial to be offensive or inappropriate?
|
|
Men |
Women |
|
Yes |
11% |
43% |
|
Somewhat |
26% |
26% |
|
No |
63% |
31% |
Overall, how effective do you think this advertisement was?
|
|
Men |
Women |
|
Extremely effective |
54% |
22% |
|
Somewhat effective |
32% |
31% |
|
Not at all effective |
14% |
46% |
Overall, how favorable do you think this advertisement was?
|
|
Men Before Video |
Men After Video |
Women Before Video |
Women After Video |
|
Extremely favorable |
17% |
28% |
19% |
11% |
|
Favorable |
70% |
58% |
67% |
50% |
|
Unfavorable |
11% |
8% |
12% |
25% |
|
Extremely unfavorable |
2% |
6% |
2% |
14% |
While viewing the video, participants indicated their levels of interest 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.
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