Independents Express Slight Increase in Support for Obama after Viewing His New Energy Ad
Flemington, NJ, August 5, 2008 - Results from a new national focus group conducted among 306 self-reported Republicans,
Democrats and independents revealed that independents expressed a slight increase in support for Barack Obama after
viewing his new energy ad.
The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion
during August 4-5, to obtain Americans' views on an energy ad by Barack Obama, which insinuates that John McCain has
accepted $2 million in campaign donations from big oil companies.
While viewing the ad, 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. The participants'
emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To
view believability curves and detailed results go to: www.mediacurves.com.
Among the study findings:
If the 2008 Presidential Election was held today, which of the following best describes who you would vote for?
/ Prior to Viewing Obama's Ad / After Viewing Obama's Ad
Democrats
Barack Obama / 77% / 80%
John McCain / 8% / 5%
Other candidate / 4% / 3%
Undecided / 11% / 12%
Republicans
Barack Obama / 6% / 5%
John McCain / 81% / 82%
Other candidate / 2% / 2%
Undecided / 12% / 12%
Independents
Barack Obama / 42% / 47%
John McCain / 29% / 29%
Other candidate / 7% / 7%
Undecided / 23% / 17%
Emotions Most Felt Among All Parties While Viewing the Ad
• Among political parties, the emotions most felt by Republicans while watching the ad were "skepticism" (63%) and
"anger" (9%), compared to Democrats, who reported "inspiration" (22%) and "skepticism" (17%) as the emotions most felt.
Independents reported "skepticism" (34%) and "inspiration" (18%) as the emotions most felt while watching the ad.
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