Flemington, NJ, January 8, 2009 – Results of a new study among 100 consumers revealed that 40% reported that they would forward an anti-pharmaceutical viral video on to family and/or friends.  More than half of respondents (53%) reported that the video would prompt them to seek more information about drug commercials, and nearly three-quarters (71%) indicated that the video made them more aware of campaign practices in the pharmaceutical industry.

The study was conducted by HCD Research to obtain viewers’ perceptions of an anti-pharmaceutical viral video sponsored by Consumer Reports attacking an advertisement for Requip®, a prescription drug used to treat Restless Leg Syndrome.

Less than one-quarter of all respondents (21%) and 36% of respondents who have personal experience with Restless Leg Syndrome indicated that they would play the video based only on the title and screen shot.  However, after viewing the video, 43% of all respondents said that they would watch the video in its entirety, and almost as many (40%) indicated that they would forward the video to friends and family.

The vast majority of respondents (84%) found an aspect of the video that they liked, compared to less than one-third (30%) found anything that they disliked about the video.  The video most strongly provoked a positive emotion in 70% of the respondents—most commonly “attentive” and “benefitted”—although approximately one-third (32%) of respondents did indicate that they felt skeptical while watching the video.

The video was significantly more effective in getting those who personally suffer or have family members who suffer from Restless Leg Syndrome to visit the consumer report web site promoted in the video (64% vs. 38%).  The video also proved to be effective in raising interest and awareness of drug commercial campaign practices across all respondents.

Among the findings:

 
Percentage of total respondents who…

 
Agreement with statements regarding the video:

1=Strongly Disagree; 7=Strongly Agree

While viewing the video clip, participants indicated their levels of believability and interest 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 post-viewing questions.

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.

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).