Republicans are Disturbed, Skeptical and Saddened after Viewing New John McCain Ad
Flemington, NJ, July 31, 2008 - 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.
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 /
Barack Obama - 75% / Barack Obama - 72%
John McCain - 9% / John McCain - 9%
Other candidate - 3% / Other candidate - 4%
Undecided - 13% / Undecided - 15%
Republicans
Barack Obama - 8% / Barack Obama - 6%
John McCain - 74% / John McCain - 74%
Other candidate - 2% / Other candidate - 2%
Undecided - 16% / Undecided - 18%
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.
ENDS