For Immediate Release
New Anti-McCain Ad Increases Intensity of Support Among Independents Likely to Vote For Obama
-- Little Change in Favorability Rates for Either Candidate --
Flemington, NJ, October 21, 2008 – A new national study among 328 self-reported Democrats, Republicans and Independents revealed that a new anti-McCain
ad by Barack Obama increased the intensity of support for Independents likely to vote for Obama and decreased the
intensity of support for Independents likely to vote for McCain. The ad had little effect on either candidate’s
favorability ratings.
The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) on October 18-19,
to obtain Americans’ perceptions of the new ad by Barack Obama which claims that McCain’s policies are similar to
President Bush’s policies.
The ad earned Barack Obama a Political Communications Impact Score (PCIS) of 15.8 while John McCain received a score of
5.1, resulting in a net score of 10.7 for Barack Obama. The scores can be compared to a mean score of 8.5 for previously
tested Obama ads and 7.8 for previously tested McCain ads. To date, the total mean score for all previously tested ads
is 8.1.
Among the Findings:
Independent’s change in intensity of support for candidate Pre/Post Veiwing ad:
If respondent indicated they will vote for McCain:
“Which of the following best describes your likelihood to vote for John McCain in the 2008 Presidential Election?”
/ Pre / Post
Definitely voting McCain / 58% / 50%
Strongly Leaning McCain / 26% / 29%
Somewhat Leaning McCain / 16% / 21%
If respondent indicated they will vote for Obama:
“Which of the following best describes your likelihood to vote for Barack Obama in the 2008 Presidential Election?”
/ Pre / Post
Definitely voting Obama / 64% / 71%
Strongly Leaning Obama / 34% / 25%
Somewhat Leaning Obama / 2% / 4% /
Favorability for Candidates Pre/Post Viewing of the Ad:
Obama
/ Pre / Post
All Responders / 56% / 53%
Democrats / 85% / 85%
Republicans / 15% / 13%
Independents / 65% / 61%
McCain
All Responders / 46% / 43%
Democrats / 17% / 11%
Republicans / 83% / 82%
Independents / 36% / 36%
The PCIS is a metric scoring system designed to gauge the effectiveness of political communications by generating a
score for each candidate to monitor changes in voter perceptions. The PCIS score is derived from the change in voters’
support and the extent that the support shifts. To view scores and results of recent studies go to: http://www.mediacurves.com/PCIS/
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. 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.
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