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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%
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%
Wisconsin
3
Share of Voice – Key Issues
Candidate Sentiment – Obama (D) vs. Romney (R)
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.
Candidate Current Week Previous Week Change
Obama 2.0 3.7 1.7
Romney -9.5 -4.8 4.7
Current
Week
Previous
Week Change
Abortion/Choice 10.3% 5.1% 5.2%
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%
Budget deficit 16.5% 20.7% 4.2%
Obamacare 5.8% 6.3% 0.5%
Foreign Policy 6.0% 10.8% 4.8%
*Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments *
100%
Virginia
4
Share of Voice – Key Issues
Candidate Sentiment – Obama (D) vs. Romney (R)
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%.
• Obama: Obama led in volume this week
with over 14,000 mentions. He also led in
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.
Candidate Current Week Previous Week Change
Obama 2.3 1.9 0.4
Romney -6.7 -11.3 4.6
Current
Week
Previous
Week Change
Abortion/Choice 5.6% 3.7% 1.9%
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%
Budget deficit 24.8% 22.8% 2.0%
Obamacare 5.1% 6.0% 0.9%
Foreign Policy 6.9% 8.2% 1.3%
6% 12%
10%
35%
25%
5% 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%
North Carolina
5
Share of Voice – Key Issues
Candidate Sentiment – Obama (D) vs. Romney (R)
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.
• Obama: Obama led in volume this week
with over 15,500 mentions. He also led in
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.
Candidate Current Week Previous Week Change
Obama 1.7 0.4 1.3
Romney -6.8 -5.6 1.2
Current
Week
Previous
Week Change
Abortion/Choice 5.1% 4.3% 0.8%
Medicare/Social
Security 11.6% 15.4% 3.8%
Protecting the
middle class 7.9% 6.5% 1.4%
Jobs/Economy 37.6% 44.3% 6.7%
Budget deficit 23.5% 14.5% 9.0%
Obamacare 4.8% 5.0% 0.2%
Foreign Policy 9.5% 10.0% 0.5%
5% 12%
8%
38%
23%
5% 9%
Abortion/Choice Medicare/SS
Middle Class Jobs/Economy
Budget/Deficit Obamacare
Foreign Policy
6%
16%
8% 41%
17%
6% 6%
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%
Florida
6
Share of Voice – Key Issues
Candidate Sentiment – Obama (D) vs. Romney (R)
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.
• Obama: Obama led in volume this week
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
about Romney was around 20,000. His
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.
Candidate Current Week Previous Week Change
Obama 0.8 0.1 0.7
Romney -6.7 -3.8 2.9
Current
Week
Previous
Week Change
Abortion/Choice 6.3% 6.6% 0.3%
Medicare/Social
Security 16.1% 13.0% 3.1%
Protecting the
middle class 8.0% 6.6% 1.4%
Jobs/Economy 40.5% 37.2% 3.3%
Budget deficit 16.8% 19.2% 2.4%
Obamacare 5.9% 5.5% 0.4%
Foreign Policy 6.4% 11.9% 5.5%
*Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments *
100%
Ohio
7
Share of Voice – Key Issues
Candidate Sentiment – Obama (D) vs. Romney (R)
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.
• Obama: Obama led in volume this week
with over 15,000 mentions. He also led in
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.
Candidate Current Week Previous Week Change
Obama 1.4 -1.4 2.8
Romney -5.8 -5.1 0.7
Current
Week
Previous
Week Change
Abortion/Choice 4.9% 7.7% 2.8%
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%
Budget deficit 22.9% 12.5% 10.4%
Obamacare 6.8% 3.8% 3.0%
Foreign Policy 5.2% 10.9% 5.7%
5%
17%
12% 31%
23%
7% 5%
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%
Colorado
8
Share of Voice – Key Issues
Candidate Sentiment – Obama (D) vs. Romney (R)
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.
• Obama: Obama led in volume this week
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
about Romney was around 3,000. His
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.
Candidate Current Week Previous Week Change
Obama 3.5 0.5 3.0
Romney -6.2 -4.5 1.7
Current
Week
Previous
Week Change
Abortion/Choice 4.1% 6.4% 2.3%
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%
Budget deficit 12.6% 14.5% 1.9%
Obamacare 5.8% 2.9% 2.9%
Foreign Policy 5.4% 13.5% 8.1%
4% 15%
10%
47%
13%
6% 5%
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%
New Hampshire
9
Share of Voice – Key Issues
Candidate Sentiment – Obama (D) vs. Romney (R)
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.
• Obama: Obama led in volume this week
with over 1,800 mentions. He also led in
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.
Candidate Current Week Previous Week Change
Obama 4.3 1.7 2.6
Romney -6.3 -14.4 8.1
Current
Week
Previous
Week Change
Abortion/Choice 6.3% 7.9% 1.6%
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%
Budget deficit 23.8% 11.4% 12.4%
Obamacare 4.1% 2.6% 1.5%
Foreign Policy 5.1% 9.1% 4.0%
6% 10%
24%
27%
24%
4% 5%
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%
Nevada
10
Share of Voice – Key Issues
Candidate Sentiment – Obama (D) vs. Romney (R)
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”.
• Obama: Obama led in volume this week
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.
Candidate Current Week Previous Week Change
Obama 5.6 -0.8 6.4
Romney -14.3 -6.8 7.5
Current
Week
Previous
Week Change
Abortion/Choice 8.9% 9.0% 0.1%
Medicare/Social
Security 13.9% 8.1% 5.8%
Protecting the
middle class 6.2% 5.8% 0.4%
Jobs/Economy 37.4% 50.8% 13.4%
Budget deficit 17.7% 12.8% 4.9%
Obamacare 7.1% 5.6% 1.5%
Foreign Policy 8.8% 7.9% 0.9%
9%
14%
6% 37%
18%
7% 9%
Abortion/Choice Medicare/SS
Middle Class Jobs/Economy
Budget/Deficit Obamacare
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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