Viewers Overwhelmingly Approve Amount of Media Coverage Haiti is Receiving

Viewers Overwhelmingly Approve Amount of Media Coverage Haiti is Receiving

-- Stark contrast to the majority that reported coverage of Jackson's death was excessive --

FLEMINGTON, N.J., Jan. 20 /PRNewswire/ -- A new media study among 1,000 Americans revealed that the majority of viewers (71%) indicated that the amount of media coverage of the earthquakes in Haiti is appropriate.

(Logo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO)

The recent study was conducted during January 19-20 by HCD Research using its MediaCurves.com® website, to obtain viewers' perceptions of media coverage of various news events in the past decade and was similar to a study conducted in July 2009. To view detailed results go to: www.mediacurves.com.

The majority of viewers (78%) indicated that they think there was too much media coverage of Michael Jackson's death, which is a greater percentage of viewers than a study conducted in July, in which 63% of viewers indicated that there had been too much media coverage of his death.

According to Glenn Kessler, president and CEO, HCD Research, the media coverage surrounding Michael Jackson's death was excessive. "The media coverage was over the top and as a result, the over coverage became the salient story for many viewers. The stark difference in viewers' perceptions of the Jackson coverage and other major news events suggests that there may be a limit regarding news and entertainment strategies," commented Kessler.

In addition, viewers generally indicated that they were more engaged with national issues than international issues.

Among the findings:

With regards to each topic, please indicate whether you feel there has been:

Haiti Michael Jackson
January 2010 Earthquakes 9/11 Attacks Death
------------ ----------- ------------ ---------------
Too much media
coverage of this
event 22% 16% 78%
----------------- --- --- ---
Appropriate media
coverage of this
event 71% 74% 21%
----------------- --- --- ---
Not enough media
coverage of this
event 6% 10% 1%
----------------- --- --- ---

Indian Ocean Economic
January 2010 Tsunami Recession
------------ ------------ ---------
Too much media
coverage of this
event 6% 17%
----------------- --- ---
Appropriate media
coverage of this
event 77% 57%
----------------- --- ---
Not enough media
coverage of this
event 17% 26%
----------------- --- ---

Michael Farrah
Jackson Fawcett Iran Election
July 2009 Death Death Protests
--------- ------- ------- -------------
Too much media
coverage of this
event 63% 5% 7%
----------------- --- --- ---
Appropriate media
coverage of this
event 36% 56% 61%
----------------- --- --- ---
Not enough media
coverage of this
event 2% 39% 33%
----------------- --- --- ---

Bernie Madoff Mark Sanford
July 2009 trial Affair
--------- ------------- ------------
Too much media
coverage of this
event 7% 36%
----------------- --- ---
Appropriate media
coverage of this
event 79% 57%
----------------- --- ---
Not enough media
coverage of this
event 14% 6%
----------------- --- ---

Please indicate how engaged you are in each topic when you are exposed to it in the media.

Haiti Michael Jackson
Earthquakes 9/11 Attacks Death
----------- ------------ ---------------
Extremely engaged in
the topic 16% 49% 9%
-------------------- --- --- ---
Engaged in the topic 41% 36% 18%
-------------------- --- --- ---

Somewhat engaged in
the topic 33% 12% 36%
------------------- --- --- ---
Not at all engaged
in the topic 10% 2% 36%
------------------ --- --- ---

Indian Ocean Economic
Tsunami Recession
------------ ---------
Extremely engaged in
the topic 14% 40%
-------------------- --- ---
Engaged in the topic 41% 41%
-------------------- --- ---

Somewhat engaged in
the topic 35% 17%
------------------- --- ---
Not at all engaged
in the topic 10% 3%
------------------ --- ---

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.

Photo: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO
Source: HCD Research

CONTACT: Vince McGourty, HCD Research, +1-908-483-9121,
vince.mcgourty@hcdi.net

Web Site: http://www.mediacurves.com/

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