Flemington, NJ, March 20, 2009 – Results from a national focus group among 200 self-reported Democrats, Republicans and Independents, revealed that President Obama’s appearance on the Tonight Show slightly boosted viewer confidence in his economic recovery plan.
The study was conducted by HCD Research on March 20, to obtain viewers’ perceptions of President Barack Obama’s appearance on the Tonight Show last night.
The majority of Democrats (77%) and Independents (66%) reported that the Tonight Show appearance helped President Obama’s image, while the majority of Republicans (64%) indicated that President Obama’s appearance on the show hurt his image.
When asked if President Obama’s controversial comment regarding bowling and the Special Olympics offended them, a clear majority of Democrats (78%) and Independents (76%) responded “no” while Republicans were split down the middle.
Among the findings:
“Were you offended by President Obama’s comments related to bowling and the Special Olympics?
|
|
Democrat |
Republican |
Independent |
Other |
|
Yes |
5% |
32% |
17% |
5% |
|
Somewhat |
17% |
35% |
17% |
19% |
|
No |
78% |
32% |
66% |
76% |
“Do you think President Obama’s appearance on the Tonight Show helped or hurt him?”
|
|
Democrat |
Republican |
Independent |
Other |
|
Definitely helped |
25% |
3% |
28% |
30% |
|
Somewhat helped |
52% |
32% |
38% |
43% |
|
Somewhat hurt |
17% |
58% |
21% |
22% |
|
Definitely hurt |
5% |
6% |
14% |
5% |
“Which of the following emotions did you feel the most while viewing the video? Please select one emotion you felt most.”
|
|
Democrat |
Republican |
Independent |
Other |
|
Anger |
3% |
19% |
14% |
14% |
|
Inspiration |
25% |
6% |
28% |
24% |
|
Sadness |
0% |
3% |
3% |
3% |
|
Skepticism |
19% |
48% |
24% |
32% |
|
Confusion |
8% |
3% |
0% |
5% |
|
Disturbing |
3% |
16% |
3% |
3% |
|
Embarrassment |
0% |
3% |
3% |
0% |
|
Pride |
35% |
0% |
21% |
8% |
|
Happiness |
6% |
0% |
3% |
11% |
While viewing the video clip, 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 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).
|
 Send This Thread to a Friend |
