Americans Believe Michael Phelps' Punishment Fair

Americans Believe Michael Phelps' Punishment is Fair After Viewing Video
-- Majority agree with Kellogg’s decision to discontinue his sponsorship --

Flemington, NJ, February 9, 2009 – A new national study conducted among 300 Americans revealed that the majority (72%) agree with USA Swimming’s decision to suspend Olympic gold medalist Michael Phelps for three months.

The study was conducted by HCD Research during February 6-7, to obtain Americans’ perceptions of a video clip in which Phelps discusses the recent scandal regarding a photo of him in a British tabloid smoking marijuana out of a bong. To view believability curves and detailed results go to: www.mediacurves.com.

After the photo was published, the Kellogg’s Company announced that it would not be renewing its contract with Phelps which expires later this month.

Among the findings:

Michael Phelps has been suspended for three months and had his training stipend revoked by USA Swimming. Do you think the decision made by USA Swimming was fair?

/ Total (n=300)
Yes / 72%
No / 28%

Because of the recent scandal, Kellogg Co. announced Thursday that it would not be renewing its deal with Michael Phelps that expires later this month. Do you think Kellogg’s decision was fair?

/ Total (n=300)
Yes / 71%
No / 29%

We also asked our respondents to rate Michael Phelps on scales of likeability and believability. Phelps scored high on likeability and slightly lower on believability. See how he compares with past MediaCurves subjects that have been rated on these same scales.

These scales are based off a 7-point scale, where 1 is “Not at all likeable/believable” and 7 is “Extremely likeable/believable.”

/ Likeability
Governor Blagojevich / 3.4
Anne Coulter / 3.4
Simon Cowell / 3.8
George Bush / 3.8
Plaxico Buress / 3.8
Elisabeth Hasselbeck / 4.3
Joy Behar / 4.3
Sherri Sheperd / 4.4
Sarah Palin / 4.6
Kara DioGuardi / 4.7
Barbara Walters / 4.8
Reverend Lowery / 4.8
Whoopie Goldberg / 4.9
Caroline Kennedy / 5.1
Paula Abdul / 5.4
Barack Obama / 5.4
Michael Phelps / 5.5
Randy Jackson / 5.6

/ Believability
Plaxico Buress / 3.1
Governor Blagojevich / 3.1
George Bush / 3.7
Anne Coulter / 3.7
Elisabeth Hasselbeck / 4.3
Sherri Sheperd / 4.3
Joy Behar / 4.3
Sarah Palin / 4.5
Paula Abdul / 4.7
Reverend Lowery / 4.7
Whoopie Goldberg / 4.8
Kara DioGuardi / 4.8
Barack Obama / 4.9
Caroline Kennedy / 5.0
Barbara Walters / 5.0
Michael Phelps / 5.1
Simon Cowell / 5.2
Randy Jackson / 5.5

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

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