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Obama Ad Slightly More Effective Than Clinton Ad

Obama Ad Slightly More Effective in Swaying Democrats than Clinton Ad

Voters: Obama's Ad More Believable than Clinton's Ad

Flemington, NJ, April 1, 2008 - Two national studies among self-reported Democrats revealed that a new ad by Senator Barack Obama was slightly more effective in swaying voters than a new ad by Senator Hillary Clinton.

The communications research studies were conducted during March 31 and April 1, by HCD Research and the Muhlenberg College Institute of Public Opinion to obtain Americans' perceptions of a new ad by Senator Clinton and a new ad by Senator Obama.

The studies were conducted among 800 participants, with one group of 400 viewing the Clinton ad and another group of 400 viewing the Obama ad. While viewing the ads, 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. Participants were also asked pre- and post-viewing questions regarding their likelihood to vote for the candidates. To view believability curves, go to:

Among the study findings:

When asked to indicate if the ads were "believable", 81% of the respondents in the Clinton ad study indicated that her ad was believable, compared to 88% of the participants in the Obama ad study who reported that his was believable.

If the Pennsylvania primary was held today and you were able to vote there, which best describes how you would vote?

All Respondents

Prior to viewing the Obama ad / After viewing the Obama ad:

Clinton 45% / 41%
Obama 44% / 49%
Undecided 11% / 10%

All Respondents

Prior to viewing the Clinton ad / After viewing the Clinton ad:

Clinton 43% / 45%
Obama 47% / 45%
Undecided 10% / 10%

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.

HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. For additional information on HCD Research, access the company's web site at Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues.


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