Sarah Palin's Ratings Plummet after CBS Levi Johnston Interview

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Sarah Palin’s Ratings Plummet after CBS Levi Johnston Interview

-- Viewers say Palin distorted her daughter’s relationship with Johnston to better her image --

Flemington

, NJ

, April 10, 2009– A new national study conducted among 303 viewers of the CBS interview with Levi Johnston and his family revealed that most (81%) believe Sarah Palin distorted details of her daughter, Bristol Palin, and Levi Johnston’s relationship to better her own image in the recent political campaign.

The study was conducted by HCD Research on April 9 to obtain the perceptions of the CBS Early Show interview with Levi Johnston and his family which aired on April 9, 2009. To view believability curves and detailed results go to:www.mediacurves.com.

The majority of viewers (87%) also agree that the Palin/Johnston family situation will be used against Sarah Palin in subsequent political campaigns. Respondents rated Sarah Palin significantly lower on scales of likeability, believability and sincerity after watching the interview with Johnston.

Among the findings:

"Do you think Levi Johnston was unfairly brought in to Sarah Palin’s campaign?"

"Do you feel that Sarah Palin distorted details of her daughter, Bristol Palin, and Levi Johnston’s relationship to better her own image for her campaign?"

"Do you think that this family situation will be used against Sarah Palin in subsequent political campaigns?"

While viewing the video clip, participants indicated their levels of believability 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 post-viewing questions.

The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

Editors/Reporters:For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).

HCD Research is a communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based communications research.  For additional information on HCD Research, access the company’s web site atwww.hcdi.netor call HCD Research at 908-788-9393.

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