Border Lines

- Majority of Democrats and Independents Believe Ad will Hurt McCain’s Campaign –

FLEMINGTON, N.J., Aug. 8 /PRNewswire/ — Results of a national focus group conducted among 311 self-reported Democrats, Republicans and independents revealed that a majority of all parties believe that Paris Hilton’s new political ad will help her reputation.

The study was conducted by HCD Research during August 6-7 to obtain Americans’ perceptions of a new ad by Paris Hilton, in which she mocks a recent ad by John McCain that features her and Britney Spears.

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. Participants were also asked pre- and post-viewing questions regarding their support for the candidates. To view detailed results and interest curves, go to: www.mediacurves.com

  Among the study findings:

  Do you think the ad will help or hurt Paris Hilton's reputation?

  Democrats          Republicans         Independents
  Help -   84%       Help -   54%        Help -   69%
  Hurt -   16%       Hurt -   46%        Hurt -   31%

  Do you think the ad will help or hurt John McCain's campaign effort?

  Democrats          Republicans         Independents
  Help -   24%       Help -   70%        Help -   40%
  Hurt -   76%       Hurt -   30%        Hurt -   60%

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.

HCD Research is a communications research company headquartered in Flemington, NJ. The company’s services include traditional and web-based marketing and communications research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393.

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