World Video | Defence | Foreign Affairs | Natural Events | Trade | NZ in World News | NZ National News Video | NZ Regional News | Search

 

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:

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

McCain
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: http://www.mediacurves.com/PCIS/

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: www.mediacurves.com.

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.


ENDS

© Scoop Media

 
 
 
World Headlines

 

Samoa’s Stunning Election Result: On The Verge Of A New Ruling Party For The First Time In 40 Years

Tamasailau Suaalii Sauni , University of Auckland and Patricia A. O'Brien , Georgetown University Samoan politics is on a knife edge. After the country voted in general elections on April 9, counting so far has resulted in a dead heat between the two ... More>>

Timor-Leste: UN Agencies Support Response In Wake Of Deadly Floods

United Nations agencies in Timor-Leste are supporting response efforts, as floods and landslides left widespread damage across the country, including in the capital, Dili. According to media reports, at least 21 people died in the country and many ... More>>

Myanmar: Stop ‘Widespread Violence’ Against Children, UN Officials Urge

Senior United Nations officials on Thursday strongly condemned the ongoing violence by Myanmar’s security forces against civilians, including children, as the members of the Security Council expressed alarm at the rapidly deteriorating situation in ... More>>

Focus On: UN SDGs

UN: Growing Calls For Revamping Development Financing To Ensure Sustainable Global Recovery From COVID-19 Pandemic

Forum to highlight new initiatives to tackle inequalities exacerbated by pandemic With many economies reeling as a result of the COVID-19 pandemic, and as inequalities continue to widen, world leaders will discuss options to unlock concrete investments ... More>>

How Can We Vaccinate The World? Five Challenges Facing The UN-Backed COVAX Programme

The aim of the UN-backed COVAX scheme is to get two billion vaccine doses into the arms of around a quarter of the population of poorer countries by the end of 2021. What are the main challenges that need to be overcome, if this historic global effort ... More>>

Department Of Global Communications: UN Secretary-General António Guterres’ Message For World Health Day 2021

5 APRIL 2021 As COVID-19 Reveals Immoral Inequities in Health System, Secretary-General Observance Message Calls for Applying Policies, Assigning Resources to Ensure Everyone Thrives Following is UN Secretary-General António Guterres’ message for World ... More>>