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McCain Favorability Drops After New Anti-McCain Ad

McCain's Favorability Ratings Drop Among All Parties After Viewing New Anti-McCain Ad

Flemington, NJ, October 8, 2008 - A new national study among 307 self-reported Democrats, Republicans and Independents revealed that after viewing an anti-McCain ad produced by Public Campaign Action Funds Campaign Money Watch, McCain's favorability ratings dropped slightly among all parties.

The study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) on October 6, to obtain Americans' perceptions of the new ad which focuses on McCain's link to Charles Keating of the Keating Five, and questions his efforts regarding campaign reform.

The ad earned Barack Obama a Political Communications Impact Score (PCIS) of 11.4 while John McCain received a score of 2.7, resulting in a net score of 8.7 for Barack Obama. The scores can be compared to a mean score of 8.5 for previously tested Obama ads and 7.4 for previously tested McCain ads. To date, the total mean score for all previously tested ads is 8.0.

Among the Findings:

Favorability for Candidates Pre/Post Viewing of the Ad:

/ Pre / Post
All Responders / 54% / 55%
Democrats / 82% / 85%
Republicans / 17% / 18%
Independents / 64% / 62%

All Responders / 48% / 42%
Democrats / 15% / 10%
Republicans / 83% / 78%
Independents / 45% / 40%

The PCIS is a metric scoring system designed to gauge the effectiveness of political communications by generating a score for each candidate to monitor changes in voter perceptions. The PCIS score is derived from the change in voters' support and the extent that the support shifts. To view scores and results of recent studies go to:

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' emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To view believability curves and detailed results go to:

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.


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