Flemington, NJ, February 4, 2010 – A new media study among 300 Americans revealed that respondents were split on the decision by CBS to reject an ad sponsored by a gay dating website, after viewing the ad.
The study was conducted during February 2-4 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions a controversial commercial from the gay dating website, Mancrunch.com, which features two men kissing while watching the Super Bowl game. The ad was rejected by CBS from being aired during the Super Bowl game. To view detailed results go to: www.mediacurves.com.
Viewers were split on the decision by CBS to reject the ad, with 55% indicating that the ad should have been rejected, and 45% reporting that it should not have been rejected from airing during the Super Bowl game. The majority of viewers (64%) reported that the ad was at least somewhat inappropriate or offensive.
Among the findings:
Do you think CBS should pull this advertisement from its Super Bowl advertisement line-up?
Did you find the commercial to be offensive or inappropriate?
|
|
Total
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Yes
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40%
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Somewhat
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24%
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No
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36%
|
If this ad featured a man and a woman kissing instead of two men, would it be:
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Total
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More offensive or inappropriate
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3%
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Less offensive or inappropriate
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64%
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|
Just as offensive or inappropriate
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33%
|
While viewing the video, participants indicated their perceived 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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