Republicans and Independents Increase Support for Obama after Viewing New Ad
Flemington, NJ, June 24, 2008 – Results from a new national study among 303 self-reported Democrats, Republicans and
independents revealed that Republicans and Independents increased their support for Senator Barack Obama after viewing
his new ad.
The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) during June
23-24, to obtain Americans’ perceptions of a new Barack Obama ad titled “The Country I Love.”
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. Participants
were also asked pre- and post-viewing questions regarding their support for Barack Obama. To view detailed results and
believability curves, go to: www.mediacurves.com
Among the study findings:
If the 2008 Presidential Election was held today who would you vote for?
Prior to Viewing Obama’s Ad
Democrats
Barack Obama 75%
John McCain 5%
Don't Know 20%
Republicans
Barack Obama 10%
John McCain 72%
Don't Know 18%
Independents
Barack Obama 43%
John McCain 30%
Don't Know 27%
After Viewing Obama’s Ad
Democrats
Barack Obama 76%
John McCain 5%
Don't Know 19%
Republicans
Barack Obama 14%
John McCain 71%
Don't Know 15%
Independents
Barack Obama 47%
John McCain 26%
Don't Know 27%
Which of the following best describes your overall opinion of Barack Obama?
Prior to Viewing Obama’s Ad
Republicans
Very Favorable 5%
Mostly Favorable 24%
Mostly Unfavorable 39%
Very Unfavorable 32%
After Viewing Obama’s Ad
Republicans
Very Favorable 8%
Mostly Favorable 30%
Mostly Unfavorable 34%
Very Unfavorable 28%
* Among political parties, the emotions most felt by Democrats while watching the ad were “hopeful” (50%) and
“skeptical” (15%), compared to Republicans, who reported “skeptical” (45%) and “hopeful” (16%) as the emotions most
felt, and independents who reported “skeptical” (29%) and “hopeful” (27%) as the emotions most felt.
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.
ENDS