New Barack Obama 'Celebrity' Ad Fails to Sway Voter Support
-- Democrats are Skeptical and Disturbed After Viewing Ad --
Flemington, NJ, August 18, 2008 – Results from a new national focus group conducted among 300 self-reported Republicans, Democrats and independents
revealed that Barack Obama’s new ad failed to sway voter support.
The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion
during August 14-15, to obtain Americans’ views on a new ad by Barack Obama that portrays John McCain as a Washington,
DC celebrity.
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 After Viewing Obama's Ad
DemocratsDemocrats
Barack Obama - 74% Barack Obama - 74%
John McCain - 13% John McCain - 13%
Other candidate - 4% Other candidate - 4%
Undecided - 9% Undecided - 9%
RepublicansRepublicans
Barack Obama - 17% Barack Obama - 15%
John McCain - 68% John McCain - 68%
Other candidate - 3% Other candidate - 3%
IndependentsIndependents
Barack Obama - 39% Barack Obama - 42%
John McCain - 25% John McCain - 27%
Other candidate - 10% Other candidate - 10%
Undecided - 23% Undecided - 21%
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” (42%) and
“anger” (26%), compared to Democrats, who reported “skepticism” (28%) and “disturbing” (21%) as the emotions most felt.
Independents reported “skepticism” (32%) and “sadness” (16%) 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.
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 or call HCD Research at 908-788-9393. Headquartered in Allentown, Pennsylvania, MCIPO is a
respected source of public opinion data on local, state and national issues. For additional information on Muhlenberg College, go to For additional information on Muhlenberg College, go to www.muhlenberg.edu
ENDS