Flemington, NJ, July 27, 2009 – A new national media study among 611 viewers of two opposing ads on health care reform revealed that after watching both ads, most Republicans (85%) and Independents (60%) said the anti health care reform testimonial ad was more effective. Democrats were split on which ad they thought was more effective (47% reported the anti-reform ad was, 53% reported the pro-reform ad was).
The study was conducted by HCD Research using its MediaCurves.com® website during July 25-26, to obtain viewers’ perceptions of two opposing ads, one anti-reform ad and one pro-reform ad.
Respondents were asked to watch two opposing ads on health care reform. The first ad opposing the current plan for health care reform featured a testimonial from a Canadian citizen describing her experience with government run health care. The second ad promoted the current plan for U.S. health care reform and slammed Republicans for trying to block progress.
Before watching both ads, 63% of Republicans, 24% of Independents and 10% of Democrats responded that they were not at all supportive for the current health care reform plan. After watching the anti-reform ad, support among all political parties dropped even more with 69% of Republicans, 36% of Independents and 16% of Democrats responding that they were not at all supportive for the current health care reform plan. After watching the pro-reform advertisement, support from Democrats and Independents increased slightly.
Among the findings:
“Please indicate how supportive you are of our current plan for health care reform?”
|
|
BEFORE both ads
|
|
AFTER anti-reform ad
|
|
AFTER pro-reform ad
|
|
|
Dem
|
Rep
|
Ind
|
|
Dem
|
Rep
|
Ind
|
|
Dem
|
Rep
|
Ind
|
|
Extremely supportive
|
21%
|
5%
|
9%
|
|
21%
|
5%
|
13%
|
|
23%
|
3%
|
11%
|
|
Somewhat supportive
|
59%
|
24%
|
47%
|
|
54%
|
19%
|
42%
|
|
56%
|
21%
|
46%
|
|
Not at all supportive
|
10%
|
63%
|
24%
|
|
16%
|
69%
|
36%
|
|
13%
|
70%
|
32%
|
|
Not sure
|
11%
|
8%
|
20%
|
|
10%
|
7%
|
10%
|
|
8%
|
6%
|
11%
|
“Please indicate which of the two ads you felt was more effective.”
|
|
Democrats
|
Republicans
|
Independents
|
|
anti-reform ad
|
47%
|
85%
|
60%
|
|
pro-reform ad
|
53%
|
15%
|
40%
|
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.
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). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
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® (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.
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