Pro-Choice Viewers Say Ad Is Inappropriate

Majority Of Pro-Choice Viewers Say Super Bowl Is Not An Appropriate Platform For Ad --

Flemington, NJ, February 2, 2010 – A new media study among 602 viewers of a news clip regarding the Focus on the Family organizations’ Super Bowl ad revealed that while the majority of viewers (62%) reported that the ad should not be pulled, pro-choice viewers were split on whether it should be aired.

The study was conducted during February 1-2 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of the controversy over CBS showing a Focus on the Family ad featuring quarterback Tim Tebow discussing the issue of abortion during the Super Bowl. To view detailed results go to: www.mediacurves.com.

Among pro-choice viewers, 53% indicated that the ad should be pulled, while 47% reported that the ad should not be pulled. The majority of pro-life viewers (75%) indicated that the Super Bowl was an appropriate platform for controversial ads regarding social issues, while the majority of pro-choice viewers (66%) reported that the Super Bowl was not an appropriate platform.

Among the findings:

Do you think CBS should pull this advertisement from its Super Bowl advertisement line-up?

Total / Pro-Life / Pro-Choice

Yes / 38% / 17% / 53% /

No / 62% / 83% / 47% /

Do you think the Super Bowl is an appropriate platform for controversial ads regarding social issues such as abortion?

Total / Pro-Life / Pro-Choice

Yes / 51% / 75% / 34%

No / 49% / 25% / 66%

What impact do you think a sports personality can have on changing people’s opinion on controversial social issues like abortion?

Total / Pro-Life / Pro-Choice

High impact / 36% / 50% / 29%

Low impact / 42% / 33% / 47%

No impact /
22% / 16% / 24%

ENDS

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