More than half of people regularly root for the villain
This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.
MORE THAN HALF (51%) OF TV OR MOVIE-WATCHING AMERICANS “ALWAYS” OR “OFTEN” ROOT FOR THE VILLAIN.
IN A RECENT SURVEY OF 2,000 U.S. ADULTS, THREE IN FIVE (60%) SAID THEY WATCH A SERIES OR MOVIE JUST FOR THE VILLAIN.
MORE THAN THREE-QUARTERS (77%) OF THOSE WHO WATCH MOVIES OR SHOWS ALSO NOTED A VILLAIN CAN MAKE OR BREAK EITHER.
CONDUCTED BY ONEPOLL ON BEHALF OF BUTTERFINGER THE SURVEY AIMED TO DISCOVER THE AFFINITY CONSUMERS HAVE FOR VILLAINS, AND IF THEY WERE VIEWED JUST AS IMPORTANT AS PROTAGONISTS IN POP CULTURE.
RESPONDENTS SAY MAGICAL ABILITIES (39%), A HIGH IQ (35%) AND POWERFUL TECH (34%) ARE WHAT MAKE A VILLAIN MOST POWERFUL.
WHILE 43 PERCENT SAID THEY WOULD BE A HERO IN A MOVIE ABOUT THEIR LIFE, 34 PERCENT IMAGINE THEMSELVES AS THE VILLAIN.
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