Study: Clinton's ‘Middle-of-the-Night Phone Call’ Ad Has Little Effect

STUDY: CLINTON'S 'MIDDLE-OF-THE-NIGHT PHONE CALL' AD HAS LITTLE EFFECT
[SOURCE: Broadcasting&Cable, AUTHOR: John Eggerton]
According to a study by HCD Research, Sen. Hillary Clinton's (D-NY) "middle-of-the-night phone call" ad had only a slight effect on its target voters. According to the study, 33% of respondents favored Clinton prior to watching the ad, while 35% did so afterward. But the ad helped Sen. Barack Obama (D-IL) a little, as well. While 36% said beforehand that they supported Obama, 37% said so after watching it. And the ad actually made a handful of Clinton supporters move to the Obama camp, with the 100% likely to vote for Clinton slipping to 98%, although it also had its desired affect on 3% of the Obama voters, with 97% of his supporters saying they were still inclined to vote for him. Among undecided voters, 7% said the ad made them more likely to vote for Clinton, while 5% said it pushed them toward Obama.
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