Letterman's Confession Has Not Changed Viewers Perceptions of Him

Categories: Network TV Press Releases

Written By

October 5th, 2009

David Letterman, Late Show

via press release:

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

- Majority believe Letterman was sincere throughout his confession -

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.

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.

 
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