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Flemington, NJ, August 19, 2008 – Results of a national focus group among 312 Americans revealed that John McCain’s new “Maverick” ad had no impact on voter support after they viewed the ad.
The study was conducted during August 18-19, among self-reported Democrats, Republicans and independents by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) to obtain Americans’ perceptions of a new ad by John McCain which claims that McCain has a history of taking on big tobacco and oil companies.
The Maverick ad received a Political Communications Impact Score of 7.5, which fell below the mean score (8.85) of the last 10 Obama and McCain ads. The political communications impact score (PCIS) measures voter movement based on pre/post viewing of an ad, speech or debate response. Based on the testing results from the last 10 advertisements, the mean score for Obama ads was 9.8; McCain’s ads received a mean score of 8.3; and ads from both campaigns received a mean score of 8.85.
The PCIS is a metric scoring system designed to gauge the effectiveness of political communications by generating a score for each candidate to monitor changes in voter perceptions. The PCIS score is derived from the change in voters’ support and the extent that the support shifts. To view scores and results of recent studies go to:
http://www.mediacurves.com/PCIS/
While viewing the video, participants indicated their levels of believability 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’ emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To view believability curves and detailed results go to: www.mediacurves.com.
The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research or Chris Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based communications 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. Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues. For additional information on Muhlenberg College, go to www.muhlenberg.edu
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