Flemington, NJ, August 20, 2008 – Results of a national focus group among 313 Americans revealed that Democrats and independents increased their support for Senator Barack Obama after viewing his new energy ad.
The study was conducted during August 19-20, 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 energy ad by Barack Obama.
Among the study findings:
The new Obama ad received a Political Communications Impact Score of 17.0, which reflects a modest solidifying of support among Democrats and independents as a result of viewing this ad. This score can be compared to a mean of 9.6 for previously tested Obama ads and an 8.3 for previously tested McCain ads. The total mean score for all previously tested ads is 8.83.
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/
Which of the following best describes your overall opinion of Barack Obama in the 2008 Presidential Election?
| Prior to Viewing the Ad | After Viewing the Ad | |||
| Democrats | Democrats | |||
| Very Favorable | 50% | Very Favorable | 54% | |
| Mostly Favorable | 36% | Mostly Favorable | 33% | |
| Mostly Unfavorable | 10% | Mostly Unfavorable | 8% | |
| Very Unfavorable | 4% | Very Unfavorable | 5% | |
| Republicans | Republicans | |||
| Very Favorable | 6% | Very Favorable | 6% | |
| Mostly Favorable | 15% | Mostly Favorable | 17% | |
| Mostly Unfavorable | 32% | Mostly Unfavorable | 32% | |
| Very Unfavorable | 48% | Very Unfavorable | 46% | |
| Independents | Independents | |||
| Very Favorable | 12% | Very Favorable | 19% | |
| Mostly Favorable | 44% | Mostly Favorable | 37% | |
| Mostly Unfavorable | 25% | Mostly Unfavorable | 26% | |
| Very Unfavorable | 19% | Very Unfavorable | 18% | |
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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