Viewers Split On Whether PETA Video Was Effective

Viewers Split On Whether PETA Video Was Effective

Flemington, NJ, January 25, 2010 – A new media study among 301 viewers of a new video for the animal rights group, PETA, revealed that the majority of viewers (69%) indicated that video was somewhat offensive or inappropriate.

The study was conducted during January 22-25 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a new PETA Video in which adult entertainment star Sasha Grey supports the group’s new ad campaign, “Too much sex can be a bad thing.” To view detailed results go to: www.mediacurves.com.

Viewers were split on the effectiveness of the video, with 52% indicating that the video was not at all effective, 37% indicating that it was somewhat effective, and 11% indicating that the video was extremely effective. Viewers’ perception of the PETA organization declined after viewing the video with 9% rating PETA as “extremely unfavorable” before the video and 17% rating PETA as “extremely unfavorable” after the video.

“Our automated response curves revealed that interest levels among male and female viewers were similar in the beginning of the video, but women’s interest levels began to quickly decline once scantily clad images of Sasha Grey were shown,” commented Glenn Kessler, president and CEO, HCD Research.
Among the findings:

Did you find this PETA advertisement to be offensive or inappropriate?

Total
Yes/ 38%
Somewhat/ 31%
No/ 32%

Overall, how effective do you think this PETA advertisement was?

Total
Extremely effective/ 11%
Somewhat effective/ 37%
Not at all effective/ 52%

Please indicate your perception of the PETA organization.

Before Video/ After Video

Extremely favorable/ 13% 10%
Favorable/ 46% 41%
Unfavorable/ 32% 32%
Extremely unfavorable/ 9% 17%

While viewing the video, participants indicated their levels of interest 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.

ENDS

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