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Last updated on April 16, 2014 at 17:34 EDT

Viewers Say Letterman’s Confession Has Not Changed Their Perceptions of Him

October 5, 2009

FLEMINGTON, N.J., Oct. 5 /PRNewswire/ — A new media study among 505 viewers of David Letterman’s sex scandal confession revealed that the majority reported that their perceptions of Letterman have not changed after viewing the confession.

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The study was conducted by HCD Research using its MediaCurves.com® website during October 1-2, to obtain viewers’ perceptions of late night talk show host, David Letterman and his recent involvement in a blackmail situation, which he discussed on his show last Thursday night. To view sincerity curves and detailed results visit: www.mediacurves.com.

“While sincerity levels remained high throughout Letterman’s confession, the curves spiked when he talked about protecting his family and the people involved in the situation,” explained Glenn Kessler, president and CEO, HCD Research.

Among the findings:

Has this incident changed your perception of David Letterman?

                                                                        Total
                                                                        -----
    Yes, I have a more negative perception of David Letterman now         22%
    -------------------------------------------------------------         --
    Yes, I have a more positive perception of David Letterman now         23%
    -------------------------------------------------------------         --
    No change                                                             55%
    ---------                                                             --

Has this incident changed your likelihood to watch David Letterman’s, “The Late Show?”

                                                                        Total
                                                                        -----
    Yes, I am more likely to watch the show now                           11%
    -------------------------------------------                           --
    Yes, I am less likely to watch the show now                           15%
    -------------------------------------------                           --
    No change                                                             73%
    ---------                                                             --

While viewing the video, participants indicated their levels of sincerity 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.

HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company’s services include traditional and web-based 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. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).

SOURCE HCD Research, Inc.


Source: newswire