Media Curves, the website of HCD Research, a company which researches public perception of topical issues, has found the SarahPAC "Mama Grizzlies" ad to be very effective. The evaluation showed that likeability, believability and sincerity ratings for Sarah Palin increased across the board among a sample of 300 Republicans, Democrats and independents after viewing the political spot. Those who viewed the ad said that they would be more likely to vote for Gov. Palin if she ran for president in 2012:
The study was conducted during July 9-12 by HCD Research using its MediaCurves.com® website, to obtain Americans’ perceptions of a new ad by SarahPAC, a political action committee, which was focused on mobilizing conservative women.Although likeability, believability and sincerity ratings increased after viewing the commercial among members of both major political parties, the most remarkable increase was in the likeability and believability ratings for the former vice presidential candidate among independents, increasing from 3.7 to 4.4 and from 3.3 to 3.7 respectively. Additionally, support for the governor as a potential 2012 presidential candidate among Republicans’ rose significantly from 56 percent to 65 percent after viewing the ad.
Respondents were asked to rate Sarah Palin on a scale from 1-7 regarding likeability, believability and sincerity, with 1 representing “not at all strong in this attribute” and 7 representing “extremely strong in this attribute.”
HCD's full findings from the study are are here. The SarahPAC video can be viewed here.
- JP
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