Press Releases
Majority of Viewers Say Sasha Grey's PETA Video is Offensive
Viewers split on whether PETA video was effective
Flemington, NJ, January 25, 2010 – A new media study among 301 viewers of a new video for the animal rights group, PETA, revealed that the majority of viewers (69%) indicated that video was somewhat offensive or inappropriate.
The study was conducted during January 22-25 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a new PETA Video in which adult entertainment star Sasha Grey supports the group’s new ad campaign, “Too much sex can be a bad thing.” To view detailed results go to: www.mediacurves.com.
Viewers were split on the effectiveness of the video, with 52% indicating that the video was not at all effective, 37% indicating that it was somewhat effective, and 11% indicating that the video was extremely effective. Viewers’ perception of the PETA organization declined after viewing the video with 9% rating PETA as “extremely unfavorable” before the video and 17% rating PETA as “extremely unfavorable” after the video.
“Our automated response curves revealed that interest levels among male and female viewers were similar in the beginning of the video, but women’s interest levels began to quickly decline once scantily clad images of Sasha Grey were shown,” commented Glenn Kessler, president and CEO, HCD Research.
Among the findings:
Did you find this PETA advertisement to be offensive or inappropriate?
|
|
Total |
|
Yes |
38% |
|
Somewhat |
31% |
|
No |
32% |
Overall, how effective do you think this PETA advertisement was?
|
|
Total |
|
Extremely effective |
11% |
|
Somewhat effective |
37% |
|
Not at all effective |
52% |
Please indicate your perception of the PETA organization.
|
|
Before Video |
After Video |
|
Extremely favorable |
13% |
10% |
|
Favorable |
46% |
41% |
|
Unfavorable |
32% |
32% |
|
Extremely unfavorable |
9% |
17% |
While viewing the video, participants indicated their levels of interest 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.
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). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
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.