Flemington, NJ, September 15, 2009 – A new media study among 200 New Jersey residents who viewed a recent ad which endorsed incumbent New Jersey Governor Jon Corzine for re-election revealed that while Democrats reported that the ad was effective, Republicans indicated that it was ineffective and Independents were divided.
The study was conducted by HCD Research using its MediaCurves.com® website on September 2, among self-reported Democrats, Republicans and Independents to obtain their perceptions of a recent ad which endorsed incumbent New Jersey Governor Jon Corzine for re-election.
Chris Christie’s favorability ratings dropped among all political parties after respondents viewed the ad. While Christie’s ratings dipped slightly among all parties, Republicans and Independents reported feeling “skeptical” while watching the pro-Corzine ad. Democrats reported ‘disturbed’ as the emotion they felt most while viewing the ad.
Among the findings:
“Please indicate how effective you think this ad was.”
|
|
Democrats |
Republicans |
Independents |
|
Extremely effective |
39% |
13% |
16% |
|
Somewhat effective |
43% |
35% |
43% |
|
Not at all effective |
18% |
52% |
41% |
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% |
6% |
14% |
|
Inspiration |
2% |
0% |
0% |
|
Sadness |
2% |
0% |
0% |
|
Skepticism |
16% |
56% |
49% |
|
Confusion |
2% |
4% |
14% |
|
Disturbing |
39% |
29% |
19% |
|
Embarrassment |
13% |
4% |
5% |
|
Pride |
1% |
0% |
0% |
|
Happiness |
1% |
0% |
0% |
“If the 2009 Election for New Jersey Governor was held today,
which of the following best describes whom you would vote for?”
|
|
BEFORE Viewing Ad |
|
AFTER Viewing Ad |
||||
|
|
Dem. |
Rep. |
Ind. |
|
Dem. |
Rep. |
Ind. |
|
Jon Corzine |
49% |
10% |
16% |
|
54% |
15% |
22% |
|
Chris Christie |
17% |
67% |
46% |
|
15% |
60% |
40% |
|
Other candidate |
3% |
4% |
3% |
|
8% |
6% |
3% |
|
Undecided |
30% |
19% |
35% |
|
23% |
19% |
35% |
While viewing the video, participants indicated their levels of believability 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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