Majority Of Viewers Find Mancrunch Ad Offensive

Majority Of Viewers Find Mancrunch Ad Somewhat Offensive Or Inappropriate -

Flemington, NJ, February 4, 2010 – A new media study among 300 Americans revealed that respondents were split on the decision by CBS to reject an ad sponsored by a gay dating website, after viewing the ad.

The study was conducted during February 2-4 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions a controversial commercial from the gay dating website, Mancrunch.com, which features two men kissing while watching the Super Bowl game. The ad was rejected by CBS from being aired during the Super Bowl game. To view detailed results go to: www.mediacurves.com.

Viewers were split on the decision by CBS to reject the ad, with 55% indicating that the ad should have been rejected, and 45% reporting that it should not have been rejected from airing during the Super Bowl game. The majority of viewers (64%) reported that the ad was at least somewhat inappropriate or offensive.

Among the findings:

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

Total

Yes / 55%
No / 45%

Did you find the commercial to be offensive or inappropriate?

Total

Yes / 40%
Somewhat / 24%
No / 36%

If this ad featured a man and a woman kissing instead of two men, would it be:

Total

More offensive or inappropriate / 3%
Less offensive or inappropriate / 64%
Just as offensive or inappropriate / 33%

While viewing the video, participants indicated their perceived 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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