Voters Say Paris Hilton's Political Ad Will Help Her Reputation after Viewing Ad

August 08, 2008

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: http://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 http://www.hcdi.net/ or call HCD Research at 908-788-9393.