A study by HCD Research 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.
“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.
A slight majority (55%) reported that after watching David Letterman’s on-air confession from last Thursday’s show, their perception of him did not changed. Less than one-quarter (22%) reported that they have a more negative perception of Letterman, and a similar number (23%) reported that they have a more positive perception of him. In addition, 73% claimed that this incident has not changed their likelihood of watching Letterman’s “Late Show” on CBS.
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% |
Source: HCD Research
