Republicans Are Disturbed, Skeptical and Saddened After Viewing New John McCain Ad

Republicans Are Disturbed, Skeptical and Saddened After Viewing New John
McCain Ad

FLEMINGTON, N.J., July 31 /PRNewswire-USNewswire/ -- Results of a national
study conducted today among 320 Americans revealed that a majority of
Republicans (61%), reported that they were disturbed, skeptical and saddened
after viewing a new ad by John McCain, which likens Barack Obama to Britney
Spears and Paris Hilton.
(Logo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO )
The study was conducted 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 sponsored by
Senator McCain.
"We are not sure whether the negative emotions expressed by viewers were
related to their feelings about either candidate or about the way in which the
message was delivered," commented Glenn Kessler, president and CEO, HCD
Research. "However, we do know that the ad did not move voters and they
expressed negative emotions after viewing the ad."
While viewing the video, participants indicated their levels of agreement
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.
Participants were also asked pre- and post-viewing questions regarding their
support for the candidates. To view detailed results and agreement curves, go
to: www.mediacurves.com
Among the study findings:

Emotions Most Felt Among All Parties While Viewing the Ad

-- Among political parties, the emotions most felt by Republicans while
watching the ad were "disturbing" (35%), "skepticism" (16%) and "sadness"
(10%), compared to Democrats, who reported "skepticism" (44%) and "anger"
(24%) and "disturbing" (14%) as the emotions most felt. Independents reported
"skepticism" (41%), "disturbing" (18%) and "anger" (18%) as the emotions most
felt while watching the ad.
If the 2008 Presidential Election was held today, which of the following
best describes who you would vote for?

Prior to Viewing the Ad After Viewing the Ad
Democrats Democrats
Barack Obama - 75% Barack Obama - 72%
John McCain - 9% John McCain - 9%
Other candidate - 3% Other candidate - 4%
Undecided - 13% Undecided - 15%

Republicans Republicans
Barack Obama - 8% Barack Obama - 6%
John McCain - 74% John McCain - 74%
Other candidate - 2% Other candidate - 2%
Undecided - 16% Undecided - 18%

Independents Independents
Barack Obama - 44% Barack Obama - 43%
John McCain - 33% John McCain - 34%
Other candidate - 6% Other candidate - 6%
Undecided - 18% Undecided - 18%

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.
HCD Research is a communications research company headquartered in
Flemington, NJ. The company's services include traditional and web-based
marketing and 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
SOURCE HCD Research

Vince McGourty, HCD Research, +1-908-483-9121, vince.mcgourty@hcdi.net