RESEARCH Benchmark. Completed every 18 months (approximate) Additional specific topic research. Directs advertising campaign.

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2 RESEARCH 1995 Benchmark Completed every 18 months (approximate) Additional specific topic research Directs advertising campaign Tracks progress

3 Net Negative Ratings of Business and Industry Sectors, 2008 Shifting Perceptions 1995: 22% of Oklahomans considered their image of the industry excellent or very good Today: 84% of Oklahomans have a positive perception (2009)

4 Net Negative Ratings of Business and Industry Sectors, 2008 Careers (2009) When asked if they wanted their children to consider a career in the oil and natural gas industry, higher percentage of Oklahomans answered in the affirmative.

5 Net Negative Ratings of Business and Industry Sectors, 2008 Economy (2009) Which is the single most important industry to Oklahoma s current economy?

6 Net Negative Ratings of Business and Industry Sectors, 2008 Industry Comparison (2009) Which is the single most important industry to Oklahoma s current economy?

7 Net Negative Ratings of Business and Industry Sectors, 2008 Shifting Perceptions 1995: 22% of Oklahomans considered their image of the industry excellent or very good Today: 84% of Oklahomans have a positive perception (2009)

8 Net Negative Ratings of Business and Industry Sectors, 2008 Industry Comparison (2009) When you think of (Industry) in Oklahoma, what is your image of this industry?

9 Net Negative Ratings of Business and Industry Sectors, 2008 Effects of Advertising (2009) High recall for all 3 campaigns You mentioned hearing or seeing advertising about the Oklahoma oil and natural gas industry Do you remember hearing or seeing...?

10 Net Negative Ratings of Business and Industry Sectors, 2008 Effects of Advertising (2009) You mentioned hearing or seeing advertising about the Oklahoma oil and natural gas industry Has this advertising made you feel more positive or negative about the industry?

11 Environmental Issues Study August 2009 Polled Oklahomans regarding opinions on environmental issues such as pollution, global warming and climate change

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14 Personal Definitions When you hear the words pollution/climate change/global warming, what words or phrases come to mind? Concern for air mostly, as well as water, were listed as top-of-mind when thinking about pollution Climate change and global warming are not correlated with local environment or individual responsibility whatsoever (recycling, auto emissions, etc. not mentioned) Oklahomans often see global warming and climate change as beyond human impact/control and, in fact, relate it to nature being nature and God s intention Younger voters were half as likely to think of global warming and climate change being beyond human control, slightly less likely to think of climate change being a non-issue, and just as likely to think of global warming as a non-issue

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26 Key Take Aways Knowledge... The environment was ranked 4 th (in concern) behind the economy and health care Oklahomans think of air/pollution first, but protecting the water more often than other resources Climate change and global warming are not correlated with local environment or individual responsibility whatsoever (recycling, auto emissions, etc. not mentioned) Oklahomans who believe we are experiencing climate change are more likely to in terms of negativity

27 Key Take Aways Specific Concerns... Oklahomans feel the industry has the least negative impact on land/soil, but the most negative impact on global warming 43% feel the industry s impact on climate change is negative Those who are more likely to see a negative industry impact on climate change are also more willing to do something about it

28 Key Take Aways Human Role... Oklahomans are more likely to feel a moral obligation to protect the environment than an ethical obligation Among the issues of human impact and nature s rights especially, the more likely the Oklahoma voter is to attend church services regularly, the stronger the disagreement Oklahomans are most like to feel we should be good stewards of the environment. This is consistent among all groups (liberal/conservative, church attendance, age) Oklahomans are more likely to opt-out of behavior to improve climate change than they are to opt-in (reduce vs. pay)... Least likely to pay higher fuel costs, most likely to reduce utility use to combat climate change

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30 America Wins Campaign Developed to debunk unrealistic claims relating to alternative energy sources such as wind and solar

31 Percentage (also known as Feel Good Math ) is complete and is currently airing. Money focuses on the trillions of dollars required to build new energy infrastructure needed for alternatives like wind and solar. Security asks the question What is security to You... a good job, a strong economy, etc.? and then goes on to talk about how America s oil and natural gas industry can provide security (by any definition).

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