Shift in Support for Obama Health Policy After Ad

Americans Voice Slight Shift in Support for Obama's Health Care Policies After Viewing Planned Parenthood Ad

Flemington, NJ, July 21, 2008 - A national study among 250 Americans revealed that men and women reported a slight shift in support for Senator Barack Obama's health care policies after viewing an ad sponsored by Planned Parenthood.

The communications research study was conducted by HCD Research during July 18-21 to obtain Americans' views on an ad sponsored by Planned Parenthood that shows Senator McCain responding to a question about insurance coverage for birth control and Viagra.

While viewing the ad, 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. The participants' emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To view agreement curves and detailed results go to: www.mediacurves.com.

Among the study findings:

Which candidate do you think has the best policies regarding health care?
Prior to Viewing the Ad  Â
Male
Barack Obama 49%
John McCain 51%
Female Â
Barack Obama 49%
John McCain 51%

After Viewing the Ad
Male
Barack Obama 56%
John McCain 44%
Female
Barack Obama 56%
John McCain 44%

Which candidate do you think has the best policies regarding women's rights?

Prior to Viewing the Ad
Male
Barack Obama 47%
John McCain 53%
Female
Barack Obama 57%
John McCain 43%

After Viewing the Ad
Male
Barack Obama 53%
John McCain 47%
Female
Barack Obama 61%
John McCain 39%

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.

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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

ENDS

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