Viewers Say Brit Hume's On-Air Attempt to Proselytize Tiger Woods Failed

-- Majority indicate Hume's comments would not compel them to convert to Christian faith --

Jan 11, 2010, 16:55 ET from HCD Research, Inc.

FLEMINGTON, N.J., Jan. 11 /PRNewswire/ -- A new media study among 604 Americans revealed that the majority of respondents (74%) indicated that Brit Hume's on-air comments were 'not at all effective' at convincing Tiger Woods to switch his faith to Christianity.

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The study was conducted during January 8-11 by HCD Research using its MediaCurves.com® website, to obtain viewers' perceptions of a news clip in which Brit Hume states that only the Christian faith, not Tiger Wood's current Buddhist faith, can offer forgiveness for his alleged affairs. To view detailed results go to: www.mediacurves.com.

"We observed that viewers' agreement levels declined precipitously when Hume states 'the extent to which he can recover, it seems to me, depends on his faith. He's said to be a Buddhist. I don't think that faith offers the kind of forgiveness and redemption that is offered by the Christian faith,'" commented Glenn Kessler, president and CEO, HCD Research.

Among the findings:

Please indicate how effective you think Brit Hume was at convincing Tiger Woods to switch to the Christian faith.


                                                            Total
                                                            -----
    Not at all effective                                      74%
    --------------------                                      ---
    Somewhat effective                                        21%
    ------------------                                        ---
    Extremely effective                                        5%
    -------------------                                       ---

If you were in a situation such as Tiger Woods, would Brit Hume's comments compel you to convert to Christianity (if you are not a Christian) or become more faithful (if you consider yourself Christian)?


                                                            Total
                                                            -----
    Yes                                                       20%
    ---                                                       ---
    No                                                        80%
    ---                                                       ---

While viewing the video, participants indicated their levels of agreement 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.

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.

SOURCE HCD Research, Inc.



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