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Did Obama's Attack Ad About McCain Homes Do Much? Study Reveals a Non-Issue

by PEP | August 22, 2008 at 06:59 pm

423 views | 5 Recommendations | 3 comments

This is an intriquing study, one of many done by MediaCurves. I've written about them on and off for quite awhile now. Their studies are cutting edge in many ways, and are far above just a phone poll "sampling."

What impact have the "how many houses does John McCain have" toss-up and Barack Obama's later attack ad had? Not much.

Results of a national focus group among 314 Americans revealed that Barack Obama’s “Seven” ad had marginal impact on voter support after they viewed the ad.

The study was conducted August 21, among self-reported Democrats, Republicans and independents by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) to obtain Americans’ perceptions of a new ad by Barack Obama which suggests that Senator McCain can’t remember the number of homes he owns and connecting this claim to his understanding of the economy.

The Seven ad received a Political Communications Impact Score of 5.3, which fell below the mean score of 9.6 reflecting results of the Obama and McCain ads tested since July 22. T

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joellerose

flagged this story as Good Stuff

at 07:28 on August 23rd, 2008

PEP, I like this story. It's good stuff. I never understood why this would be an issue anyway after John Kerry and his marriage to the Heinz fortune. Apparently McCain doesn't own ANY of the family homes in his own name only, one of them was purchased for an ailing, elderly relative, and the rest are owned by various family trusts.

PEP

at 07:39 on August 23rd, 2008

I didn't know that one of the homes was for an elderly relative--jeez, if now that is being used against you, that's another new low! Thanks for the information and the flag.