Source: Media Curves
After viewing a recent ad on "Palin's Wildlife Record" published by Defenders of Wildlife Action Fund, a national focus group consisting of 312 self-reported Democrats, Republicans and Independents revealed that the ad helped Barack Obama achieve sizable Political Communications Impact Score (PCIS) of 23.3.
The Political Communications Impact Score is a measurement of the impact of political ads on voter perceptions, changes in voter support and the extent to which voter support shifts toward political candidates. The effectiveness of the 'wolves' ad was determined by a moderate movement among all parties toward Barack Obama.
Striking A Chord
"The ad which focuses on Governor Palin's record regarding the treatment of wildlife in Alaska seemed to strike a chord with voters," commented Glenn Kessler, president and CEO, HCD Research. "The recent ads from both parties have had little impact among voters. This is the first ad in over a month that seems to have broken through," he added.
Study Findings:
The emotions provoked most often among study participants were "anger" and "disturbed".
N=312. Registered Democrats n=104; Registered Republicans n=103, and
Independents n=105
25% of all respondents experienced anger after watching the ad.
The percentage of angry responses was as follows:
Registered Democrats = 36%
Registered Republicans = 15% and
Registered Independents = 26%
Out of the 312 people surveyed, 29% were disturbed by the content of the ad.
The percentage of disturbed responses among study participants breaks down as follows:
Registered Democrats =31%
Registered Republicans =26%
Registered Independents =29%
22% of study participants also viewed the ad with skepticism.
Contrast With Other Ads:
The ad on "Palin's Wildlife Record" had a greater impact on voter perceptions, shift in voter support and extent of voter movement than any other ad by either Party in the past month.
Other ads produced by Barack Obama's campaign have achieved Political Communications Impact Scores (PCIS) of between 17.0 & 10.4.
John McCain's achieved his highest rated Political Communications Impact Score of 24.7 with his Pump Ad published on July 23. McCain's received his lowest PCIS score of -3.2 by airing his now infamous "Fan Club" ad on August 14th.
After the airing of "Fan Club" Registered Independents perceived John McCain as less favorable candidate than Barack Obama.
Update:
Buymorebacon, Holden97 and several other Dkos commenters included a information in their posts about donating to the Defenders of Wildlife Action Fund. You can read their comments downthread. If you are interested in making a donation to help keep this ad on the air you can do so here.
Andrewj54 suggested that we contact Rachel Maddow at rachel@msnbc.com
and Kieth Obermanm at KOlbermann@msnbc.com to ask if they would cover this story and play the video. I think that's a great idea and I hope you'll join us in this effort.
Marvelous suggested that we contact Catie Couric here and ask her to cover this story by
clicking the CONTACT US link at the bottom of the page.
Update No 2
I just notice that my diary is on the Recommended list. This is a first for me. Thank you everyone.