Viewers Say Letterman's Confession Has Not Changed Their Perceptions of Him

- Majority believe Letterman was sincere throughout his confession -

FLEMINGTON, N.J., Oct. 5 /PRNewswire/ -- A new media study among 505 viewers
of David Letterman's sex scandal confession revealed that the majority
reported that their perceptions of Letterman have not changed after viewing
the confession.

(Logo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO)

The study was conducted by HCD Research using its MediaCurves.com® website
during October 1-2, to obtain viewers' perceptions of late night talk show
host, David Letterman and his recent involvement in a blackmail situation,
which he discussed on his show last Thursday night. To view sincerity curves
and detailed results visit: www.mediacurves.com.

"While sincerity levels remained high throughout Letterman's confession, the
curves spiked when he talked about protecting his family and the people
involved in the situation," explained Glenn Kessler, president and CEO, HCD
Research.

Among the findings:

Has this incident changed your perception of David Letterman?
Total
-----
Yes, I have a more negative perception of David Letterman now 22%
------------------------------------------------------------- --
Yes, I have a more positive perception of David Letterman now 23%
------------------------------------------------------------- --
No change 55%
--------- --

Has this incident changed your likelihood to watch David Letterman's, "The
Late Show?"
Total
-----
Yes, I am more likely to watch the show now 11%
------------------------------------------- --
Yes, I am less likely to watch the show now 15%
------------------------------------------- --
No change 73%
--------- --

While viewing the video, participants indicated their levels of sincerity 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.

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. For
more information on mediacurves.com, please contact Barbara Taylor, director,
MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).

SOURCE HCD Research, Inc.

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