As Washington prepares for a political battle over the Obama White House's proposals to curb gun violence after the Newtown, Conn., shootings, a new NBC News/Wall Street Journal poll finds that the National Rifle Association is more popular than the entertainment industry.

Forty-one percent of adults see the NRA -- the nation's top gun lobby -- in a positive light, while 34 percent view it in a negative light.

By comparison, just 24 percent have positive feelings about the entertainment industry, and 39 percent have negative ones.

The NRA's fav/unfav score is virtually unchanged from its 41 percent-to-29 percent rating in the Jan. 2011 NBC/WSJ poll, nearly two years before the Newtown shootings.

"That seems to me to be a pretty remarkably stable figure," says GOP pollster Bill McInturff, who conducted this survey with Democratic pollster Peter Hart.

But it's a substantial improvement from the 1990s, when the NRA's negative ratings outweighed its positive ones in the NBC/WSJ survey.

The current poll also shows a sharp divide between attitudes among gun owners and non-gun owners.

Among those who own a gun, 62 percent view the NRA favorably. But that percentage drops to just 25 percent among those who don't.

The full poll -- which was conducted Jan. 12-15 of 1,000 adults (including 300 cell phone-only respondents), and which has a margin of error of plus-minus 3.1 percentage points -- will be released at 6:30 pm ET.