Final Presidential Report: November 3 - 9, 2012

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USA Presidential Race 2012 By Battleground States

Date Range: November 3 – November 9, 2012

6%

15%

10%

37%

19%

6% 7%

Abortion/Choice Medicare/SS

Middle Class Jobs/Economy

Budget/Deficit Obamacare

Foreign Policy

*Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments *

100%

All Eight States

2

Share of Voice – Key Issues

Candidate Sentiment – Obama (D) vs. Romney (R)

KEY FINDINGS:

Overall, there was not any major change in

share of voice for all issues. “Jobs/Economy”

was still the most popular issue to discuss.

“Foreign Policy” continued to lose people’s

attention.

• Obama: Obama led in volume in all states.

He also led in sentiment, and his Sentiment

Score was positive in all states. His total

Sentiment Score in all eight states increased

by 1.1 this week.

• Romney: Romney’s total Sentiment Score

decreased by 1.3, and his Sentiment Score

was negative in all states. After the election,

the volume of conversations about him

dropped significantly.

Current

Week

Previous

Week Change

Abortion/Choice 6.0% 6.1% 0.1%

Medicare/Social

Security 14.8% 14.5% 0.3%

Protecting the

middle class 9.7% 6.9% 2.8%

Jobs/Economy 37.3% 39.5% 2.2%

Budget deficit 19.7% 17.2% 2.5%

Obamacare 5.8% 5.0% 0.8%

Foreign Policy 6.7% 10.8% 4.1%

Candidate Current Week Previous Week Change

Obama 1.7 0.6 1.1

Romney -8.1 -6.8 1.3

10%

16%

13% 32%

17%

6% 6%




Foreign Policy


100%

Wisconsin

3



KEY FINDINGS:

In Wisconsin, the issues “Abortion/Choice”,

“Medicare/Social Security”, and “Protecting the

middle class” attracted more attention this

week, by increasing by 5.2%, 3.5%, and 6.4%,

respectively. “Jobs/Economy” was still the most

discussed issue.

• Obama: Obama led in volume this week

with over 7,500 mentions. He also led in

sentiment with a positive score of 2.0. He

was praised for winning the election and

passing the health care reforms. However,

some people mentioned that he still faced

many problems in his second term.

• Romney: Romney had about 4,000

mentions this week in Wisconsin. His

Sentiment Score decreased further by 4.7 to

a score of -9.5. Many people stated that he

did not win the election in Wisconsin

because of his plans for the middle class.


Obama 2.0 3.7 1.7

Romney -9.5 -4.8 4.7

Current

Week

Previous

Week Change


Medicare/Social

Security 16.4% 12.9% 3.5%

Protecting the

middle class 13.0% 6.6% 6.4%

Jobs/Economy 32.0% 37.6% 5.6%


Obamacare 5.8% 6.3% 0.5%



100%

Virginia

4



KEY FINDINGS:

In Virginia this week, there was not any

significant change in share of voice.

“Medicare/Social Security” dropped by 5.2%,

while “Protecting the middle class” increased by

3.3%.



sentiment with a positive score of 2.3. many

Virginians praised Obama’s win in the

election and expressed their hopes for the

success of Obamacare.

• Romney: The volume of conversations

about Romney was around 6,000. His

Sentiment Score improved by 4.6 to a score

of -6.7. Romney was said to lose the

election because he did not offer any useful

economic plans.


Obama 2.3 1.9 0.4

Romney -6.7 -11.3 4.6

Current

Week

Previous

Week Change


Medicare/Social

Security 11.8% 17.0% 5.2%

Protecting the

middle class 10.3% 7.0% 3.3%

Jobs/Economy 35.5% 35.3% 0.2%


Obamacare 5.1% 6.0% 0.9%


6% 12%

10%

35%

25%

5% 7%




Foreign Policy


100%

North Carolina

5



KEY FINDINGS:

North Carolinians still mostly discussed the

issue “Jobs/Economy”, though it dropped by

6.7% in share of voice this week. They talked

more about “Budget deficit”, which increased by

9.0% in share of voice and became the second

most discussed issue.



sentiment with a positive score of 1.7 (up

1.3). Besides congratulating Obama for his

win on the election, many North Carolinians

praised him for being passionate about

restoring the economy.

• Romney: Romney had about 9,000

mentions in North Carolina this week. His

Sentiment Score was at -6.8 (down 1.2).

Many North Carolinians said that he lost the

election because his plans only benefited

the rich, and the middle class did not support

him.


Obama 1.7 0.4 1.3

Romney -6.8 -5.6 1.2

Current

Week

Previous

Week Change


Medicare/Social

Security 11.6% 15.4% 3.8%

Protecting the


Jobs/Economy 37.6% 44.3% 6.7%


Obamacare 4.8% 5.0% 0.2%


5% 12%

8%

38%

23%

5% 9%




Foreign Policy

6%

16%

8% 41%

17%

6% 6%




Foreign Policy


100%

Florida

6



KEY FINDINGS:

In Florida this week, there was not any major

change, except “Foreign Policy” dropping 5.5%

in share of voice. “Jobs/Economy” continued to

be the most discussed issue with 40.5% share

of voice.


with over 35,000 mentions. He led in

sentiment with a positive score of 0.8.

Floridians cheered for Obama and for the

fact that Obamacare would be successfully

implemented.

• Romney: The amount of conversations


Sentiment Score decreased by 2.9 from last

week. Many Floridians were happy that

Romney did not win so that he would not

have the chance to mess with the economy

to benefit himself and the rich.


Obama 0.8 0.1 0.7

Romney -6.7 -3.8 2.9

Current

Week

Previous

Week Change


Medicare/Social

Security 16.1% 13.0% 3.1%

Protecting the


Jobs/Economy 40.5% 37.2% 3.3%


Obamacare 5.9% 5.5% 0.4%



100%

Ohio

7



KEY FINDINGS:

Ohioans were much more interested in the

issue “Budget deficit”, which boosted by 11.4%

in share of voice this week. “Jobs/Economy”

dropped by 11.4% in share of voice, yet was still

the most discussed issue.



sentiment with a positive score of 1.4. He

was praised for supporting the middle class

and winning the election.

• Romney: Romney received about 7,000

mentions in Ohio this week. His Sentiment

Score did not decrease much and was still

negative (-5.8). Many Ohioans shared their

happy feelings because Romney did not win.

They said the economy and budget deficit

would only get worse had Romney been

elected.


Obama 1.4 -1.4 2.8

Romney -5.8 -5.1 0.7

Current

Week

Previous

Week Change


Medicare/Social

Security 17.5% 15.3% 2.2%

Protecting the

middle class 11.7% 7.4% 4.3%

Jobs/Economy 31.0% 42.4% 11.4%


Obamacare 6.8% 3.8% 3.0%


5%

17%

12% 31%

23%

7% 5%




Foreign Policy


100%

Colorado

8



KEY FINDINGS:

Coloradoans talked much more about “Jobs

Economy”, which increased by 10.4% in share

of voice and was the most discussed issue.

They talked much less about “Foreign Policy”,

which dropped by 8.1% in share of voice.


with about 8,000 mentions. He also led in

sentiment with a positive score of 3.5 (up

3.0). Coloradoans showed their hopes for

green jobs as Obama was re-elected.

• Romney: The volume of conversations


Sentiment Score decreased by 1.7 to a

score of -6.2. He was criticized for not

caring for the middle class, and the result

was his loss on the election.


Obama 3.5 0.5 3.0

Romney -6.2 -4.5 1.7

Current

Week

Previous

Week Change


Medicare/Social

Security 15.3% 18.7% 3.4%

Protecting the

middle class 10.3% 7.9% 2.4%

Jobs/Economy 46.5% 36.1% 10.4%


Obamacare 5.8% 2.9% 2.9%


4% 15%

10%

47%

13%

6% 5%




Foreign Policy


100%

New Hampshire

9



KEY FINDINGS:

People in New Hampshire were more

concerned about the issues “Protecting the

middle class” and “Budget deficit”, which

increased by 17.6% and 12.4% in share of

voice, respectively. The issue “Jobs/Economy”

dropped by 26.3%, but was still the most

discussed issue this week.



volume with a positive score of 4.3 (up 2.6).

Obama was praised for the fact that the

economy in the last few months improved.

• Romney: Romney had about 600 mentions

this week in New Hampshire. His Sentiment

Score improved significantly by 8.1, but was

still a negative score of -6.3. Many people in

New Hampshire were glad that Romney was

not elected, otherwise they would have had

a worse economy like under Bush.


Obama 4.3 1.7 2.6

Romney -6.3 -14.4 8.1

Current

Week

Previous

Week Change


Medicare/Social

Security 9.9% 9.5% 0.4%

Protecting the

middle class 23.9% 6.3% 17.6%

Jobs/Economy 26.9% 53.2% 26.3%


Obamacare 4.1% 2.6% 1.5%


6% 10%

24%

27%

24%

4% 5%




Foreign Policy


100%

Nevada

10



KEY FINDINGS:

“Jobs/Economy” took up most of the share of

voice with 37.4% in Nevada this week (dropped

by 13.4% from last week). All of the other

issues increased in share of voice, except for

“Abortion/Choice”.


with over 4,000 mentions. He led in

sentiment as well, after having his Sentiment

Score increase by 6.4 to a positive score of

5.6. Nevadans were also pleased with the

result of the election and praised Obama for

killing Osama Bin Laden and reviving

General Motors.

• Romney: Romney received about 2,000

mentions this week. His Sentiment Score

decreased further by 7.5 to a score of -14.3.

He was still blamed by Nevadans for

sending jobs to China.


Obama 5.6 -0.8 6.4

Romney -14.3 -6.8 7.5

Current

Week

Previous

Week Change


Medicare/Social

Security 13.9% 8.1% 5.8%

Protecting the


Jobs/Economy 37.4% 50.8% 13.4%


Obamacare 7.1% 5.6% 1.5%


9%

14%

6% 37%

18%

7% 9%




Foreign Policy

Candidate Sentiment Score* by State

11

State Obama Romney

Current Week Previous Week Change Current Week Previous Week Change

Wisconsin 2.0 3.7 1.7 -9.5 -4.8 4.7

Virginia 2.3 1.9 0.4 -6.7 -11.3 4.6

North Carolina 1.7 0.4 1.3 -6.8 -5.6 1.2

Florida 0.8 0.1 0.7 -6.7 -3.8 2.9

Ohio 1.4 -1.4 2.8 -5.8 -5.1 0.7

Colorado 3.5 0.5 3.0 -6.2 -4.5 1.7

New Hampshire 4.3 1.7 2.6 -6.3 -14.4 8.1

Nevada 5.6 -0.8 6.4 -14.3 -6.8 7.5

• Obama’s Sentiment Score was positive in all states. He only saw his score decrease in Wisconsin.

• Romney’s Sentiment Score was negative in all states. Virginia and New Hampshire were the only two

states where his score increased.

*Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%

Share of Voice for Key Issues by State

12

State Abortion/

Choice

Medicare/

Social

Security

Protecting

the middle

class

Jobs/

Economy

Budget

deficit Obamacare

Foreign

Policy

Wisconsin 10.3% 16.4% 13.0% 32.0% 16.5% 5.8% 6.0%

Virginia 5.6% 11.8% 10.3% 35.5% 24.8% 5.1% 6.9%

North

Carolina 5.1% 11.6% 7.9% 37.6% 23.5% 4.8% 9.5%

Florida 6.3% 16.1% 8.0% 40.5% 16.8% 5.9% 6.4%

Ohio 4.9% 17.5% 11.7% 31.0% 22.9% 6.8% 5.2%

Colorado 4.1% 15.3% 10.3% 46.5% 12.6% 5.8% 5.4%

New

Hampshire 6.3% 9.9% 23.9% 26.9% 23.8% 4.1% 5.1%

Nevada 8.9% 13.9% 6.2% 37.4% 17.7% 7.1% 8.8%

• This week, “Jobs/Economy” continued to be the most popular issue in all eight states. “Budget deficit”

continued to be most popular in Virginia, and “Protecting the middle class” was most popular in New

Hampshire.

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Final Presidential Report: November 3 - 9, 2012