Favorability Levels Remain Unchanged Among all Parties After Viewing DNC Pro Health Care Reform Ad

Favorability Levels Remain Unchanged Among all Parties After Viewing DNC Pro Health Care Reform Ad

Date:8/19/2009 11:22:00 PM

FLEMINGTON, N.J., Aug. 19 // -- A new national media study among 615 self-declared Democrats, Republicans and Independents who viewed a recent pro health care reform ad by the Democratic National Committee (DNC) revealed that the ad failed to increase favorability levels across all political parties.

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The study was conducted by HCD Research using its MediaCurves.com(R) website on August 18, to obtain viewers' perceptions of a recent ad by the Democratic National Committee (DNC) which criticizes South Carolina Senator, Jim Demint with claims that he is trying to "kill health care reform." To view agreement curves and detailed results go to: www.mediacurves.com.

"The results of this study are reminiscent of the response we received for many of the ads that were aired by both parties during the 2008 presidential election," explained Glenn Kessler, president and CEO, HCD Research. "The message was not constructive, it was critical of an individual, and not primarily focused on health care reform. As we observed last fall, ads like this are not effective in times of crisis, people want to hear solutions to the problem."

Democrats, Republicans and Independents all reported "skepticism" as the emotion they felt most while watching the DNC ad. The majority of all political parties reported that the ad was not effective, with only 22% of Democrats, 13% of Republicans and 10% of Independents indicating that the pro reform ad was 'extremely effective.'

This pro reform ad earned an Impact Score of -3 among Democrats, -1 among Republicans and -2 among Independents. The study is part of a series of studies that will be conducted on anti and pro health care reform ads to determine which ads are most effective in shifting favorability "for" or "against" the current U.S. health care reform plan. The Impact Score is a metric system based on a scale ranging from -100 points to +100 points, and is designed to gauge the effectiveness of health care reform ads.

Among the findings:

"Which of the following emotions did you feel the most while viewing the video? Please select one emotion you felt most."

                      Democrats     Republicans     Independents
                      ---------     -----------     ------------
    Anger                   23%             25%              22%
    Inspiration              2%              4%               3%
    Sadness                 11%              5%               3%
    Skepticism              25%             33%              35%
    Confusion               15%             16%              15%
    Disturbing              18%             12%              14%
    Embarrassment            3%              1%               4%
    Pride                    1%              2%               2%
    Happiness                1%              1%               2%

"Please indicate how effective you thought this advertisement was."

                           Democrat     Republican     Independent
                           --------     ----------     -----------
    Extremely effective         22%            13%             10%
    Somewhat effective          48%            25%             42%
    Not at all effective        31%            61%             48%

While viewing the video, participants indicated their levels of agreeability 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 were also asked to respond to post-viewing questions.

HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based 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. MediaCurves.com(R) (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans' perceptions of popular and controversial media events and advertisements. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).