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New research shows that the latest TV spot released by the Kerry-Edwards campaign, slamming Vice President Cheney's involvement with Halliburton, has resonated with Independents.
The Kerry campaign website uses the following quote to describe the vice president's involvement.
"While the Vice President has denied any "financial ties" to his old company, the truth is, he's received $2 million from Halliburton - the same company that has gotten billions in no bid contracts in Iraq."
Approximately 1,300 probable voters including, 350 Independent voters, participated in an on-line political ad testing survey of the new counter video, conducted between September 17, and September 19, by Muhlenberg College Institute of Public Opinion (MCIPO) and HCD Research.
Survey participants were asked various demographic questions including their voting history, current preferences, as well as their intensity of support for each of the candidates. They were then asked to view the advertisement two (2) times to evaluate the content for interest and believability using an automated response methodology. While participants view the ad, they move the mouse to the left on a continuum, to indicate low levels of interest and right to indicate high interest. They repeat the procedure to measure the ad's believability.
After viewing the advertisements, responders were asked questions related to their intensity of support, which was compared to the levels of support that they indicated in the survey prior to viewing the commercials.
The most recent study reveals that among Independent voters who viewed the video:
- When comparing pre/post viewing of the TV spot, 6% that indicated support for President Bush shifted to "not sure" after viewing the commercial.
- There was a 5% increase in voters indicating they were definitely voting for Kerry after watching the commercial.
- 19% of voters indicated that they would be more likely to vote for Bush if Vice President Cheney was not his running mate.
- The majority (56%) described the advertisement as attention-getting.
- Approximately 43% described the advertisement as persuasive.
- Just under half (44%) indicated interest in seeking additional information about the campaign.
- The majority of viewers indicated a broad spectrum of negative emotions including skepticism, suspicion, disgust, irritation, enragement, and contempt.
This on-going advertising study is being conducted by ReadMyLipz.com, a joint effort between HCD Research and Muhlenberg College Institute of Public Opinion (MCIPO). The two organizations are conducting non-partisan advertising research throughout the election to measure voter reactions to the candidates' advertisements.
The participants are asked to view advertisements supporting one of the two major candidates and provide feedback using various methods, including real-time interest and believability tracking and the Ayer Emotional Battery. For more information on the survey methodology and testing results, access www.ReadMyLipz.com.
For more information or to schedule an interview with Glenn Kessler, Co-Founder and Managing Partner, HCD Research, Arthur Kover, Ph.D., Senior Consultant, HCD Research or Chris Borick, Ph.D., Associate Political Science Professor, Muhlenberg College, please contact Vince McGourty, M&M Communications, Inc., at 908-713-1267 or vinmcg@earthlink.net.
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