Follow MediaCurves™:
Share This Story:
Send This Study to a Friend
Bookmark this page
Share on Facebook

Sarah Palin's Favorability Ratings Decrease Slightly Among All Parties After Viewing Tina Fey Impersonation

Flemington, NJ, October 9, 2008 – A new national study among 314 self-reported Democrats, Republicans and Independents revealed that after viewing a Tina Fey impersonation of Sarah Palin on Saturday Night Live, Palin’sfavorability ratings dropped slightly among all parties.

The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) on October 8, to obtain Americans’ perceptions of Governor Sarah Palin after viewing a skit on Saturday Night Live, in which Tina Fey does an impersonation of Palin.

The ad earned John McCain a Political Communications Impact Score (PCIS) of 9.6 while Barack Obama received a score of 5.8, resulting in a net score of 3.7 for John McCain. The scores can be compared to a mean score of 8.5 for previously tested Obama ads and 7.2 for previously tested McCain ads.  To date, the total mean score for all previously tested ads is 7.9.

Among the Findings:

Favorability ratings for Sarah Palin pre/post viewing of video:

All Responders

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:

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:

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 (

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 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

var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "' type='text/javascript'%3E%3C/script%3E")); var pageTracker = _gat._getTracker("UA-4865898-2"); pageTracker._initData(); pageTracker._trackPageview();