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Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
Usa presidential race 11 05 12
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Usa presidential race 11 05 12

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  • 1. USA Presidential Race2012By Battleground StatesDate Range: October 27 – November 2, 2012 SDL Proprietary and Confidential
  • 2. All Eight States Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekAfter having a huge boost in share of voice the 11% 6% 5%previous week, this week, “Foreign Policy” lost Abortion/Choice 6.1% 5.5% 0.6% 15%awareness in all eight states and dropped by 17% 7% Medicare/Social 14.5% 10.9% 3.6%18.4% in share of voice. “Jobs/Economy” Securityreturned to be the most discussed issue, after 39% Protecting the 6.9% 5.1% 1.8% middle classhaving an increase of 9.7% in share of voice. Jobs/Economy 39.5% 29.8% 9.7% Abortion/Choice Medicare/SS• Obama: Obama led in sentiment in all eight Middle Class Jobs/Economy Budget deficit 17.2% 16.2% 1.0% states. His total Sentiment Score decreased Budget/Deficit Obamacare slightly by 0.2, but still stayed positive (0.6). Foreign Policy Obamacare 5.0% 3.3% 1.7% He was believed by many people in all eight states to be the better candidate, especially Foreign Policy 10.8% 29.2% 18.4% for protecting the middle class and restoring the economy. Candidate Sentiment – Obama (D) vs. Romney (R)• Romney: Romney’s total Sentiment Score improved slightly by 0.5, but still remained Candidate Current Week Previous Week Change negative (-6.8). He was mostly criticized for the fact that he had his company, Bain Obama 0.6 0.8 0.2 Capital, shift jobs to China. Romney -6.8 -7.3 0.5 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%2
  • 3. Wisconsin Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekWisconsinites shifted their attention from the 11% 5% 6% 13%issue “Foreign Policy” to the issue Abortion/Choice 5.1% 4.1% 1.0% 7%“Jobs/Economy” this week. As a result, Medicare/Social 21% 12.9% 11.0% 1.9%“Jobs/Economy” boosted by 15.2%, while Security 37%“Foreign Policy” dropped by 20.3% in share of Protecting the 6.6% 6.4% 0.2% middle classvoice. Jobs/Economy 37.6% 22.4% 15.2% Abortion/Choice Medicare/SS• Obama: Obama led in volume this week Middle Class Jobs/Economy Budget deficit 20.7% 22.6% 1.9% with over 3,500 mentions. He also led in Budget/Deficit Obamacare sentiment with a positive score of 3.7. Obamacare 6.3% 2.4% 3.9% Foreign Policy Although he still received negative comments for the high unemployment rate, Foreign Policy 10.8% 31.1% 20.3% many Wisconsinites believed that Obama would truly care for the middle class and restore the economy. Candidate Sentiment – Obama (D) vs. Romney (R)• Romney: Romney had about 3,000 Candidate Current Week Previous Week Change mentions in Wisconsin this week. His Sentiment Score improved by 1.0 to a score Obama 3.7 3.4 0.3 of -4.8. Most of the negative comments towards Romney stated that his economic plan was not trustworthy. Romney -4.8 -5.8 1.0 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%3
  • 4. Virginia Share of Voice – Key IssuesKEY FINDINGS: Current Previous ChangeThe issue “Foreign Policy” also lost awareness Week Week 8% 4%(-20.7%) in Virginia this week, while people 6% Abortion/Choice 3.7% 7.0% 3.3%were more concerned about the issues 17% 23% 7% Medicare/Social“Medicare/Social Security” and “Budget deficit” Security 17.0% 7.7% 9.3%(+9.3% and +9.0%, respectively). Protecting the 35%“Jobs/Economy” remained the most popular middle class 7.0% 4.5% 2.5%issue. Jobs/Economy 35.3% 36.4% 1.1% Abortion/Choice Medicare/SS• Obama: Obama led in volume this week Middle Class Jobs/Economy Budget deficit 22.8% 13.8% 9.0% with over 7,000 mentions. He also led in Budget/Deficit Obamacare Obamacare 6.0% 1.7% 4.3% volume with a positive score of 1.9 (up 2.1). Foreign Policy Obama enjoyed more positive comments Foreign Policy 8.2% 28.9% 20.7% from Virginians as job growth quickened.• Romney: The volume of conversations Candidate Sentiment – Obama (D) vs. Romney (R) about Romney was around 5,000. His Sentiment Score decreased by 4.5 to a Candidate Current Week Previous Week Change score of -11.3. Romney was heavily criticized for his poor Medicare program and for the fact that he shifted jobs to China. Obama 1.9 -0.2 2.1 Romney -11.3 -6.8 4.5 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%4
  • 5. North Carolina Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekThis week, North Carolinians returned to their 10% 4% 5%favorite issue “Jobs/Economy”, which increased Abortion/Choice 4.3% 6.5% 2.2% 15% 7%by 21.6%. The issue “Foreign Policy” lost 15% Medicare/Social 15.4% 9.6% 5.8%awareness and dropped by 26.9%. Security 44% Protecting the 6.5% 4.0% 2.5%• Obama: Obama led in volume this week middle class with over 7,000 mentions. He led in Jobs/Economy 44.3% 22.7% 21.6% Abortion/Choice Medicare/SS sentiment as well with a score of 0.4 (up Middle Class Jobs/Economy Budget deficit 14.5% 17.0% 2.5% 1.1). The improvement in the jobs report Budget/Deficit Obamacare helped Obama to win positive comments Obamacare 5.0% 3.3% 1.7% Foreign Policy from North Carolinians. Foreign Policy 10.0% 36.9% 26.9%• Romney: Romney had about 4,500 mentions this week in North Carolina. His Sentiment Score improved by 1.6, but still Candidate Sentiment – Obama (D) vs. Romney (R) stayed negative (-5.6). Romney was mostly criticized for the fact that he shifted jobs in Candidate Current Week Previous Week Change his firm to China. He also received negative comments on his foreign policies for the Obama 0.4 -0.7 1.1 Middle East. Romney -5.6 -7.2 1.6 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%5
  • 6. Florida Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekFloridians mostly discussed “Jobs/Economy” 12% 7%this week (37.2% share of voice). Meanwhile, 5% 13% Abortion/Choice 6.6% 4.9% 1.7%the issue “Foreign Policy” had a big drop of 19% 7% Medicare/Social 13.0% 13.4% 0.4%11.3% in share of voice. Security 37% Protecting the 6.6% 5.8% 0.8%• Obama: Obama led in volume this week middle class with over 20,000 mentions. He also led in Jobs/Economy 37.2% 33.6% 3.6% Abortion/Choice Medicare/SS sentiment with a score of 0.1 (down -0.7). Middle Class Jobs/Economy Budget deficit 19.2% 14.6% 4.6% There were many negative comments Budget/Deficit Obamacare blaming Obama for the national debt. Obamacare 5.5% 4.5% 1.0% Foreign Policy However, many other Floridians believed that he would be the better candidate to Foreign Policy 11.9% 23.2% 11.3% restore the economy and care for the middle class. Candidate Sentiment – Obama (D) vs. Romney (R)• Romney: The amount of conversations about Romney was around 15,000. His Candidate Current Week Previous Week Change Sentiment Score stayed negative at -3.8 (though up 1.4). Most of the negative Obama 0.1 0.8 0.7 comments from Floridians towards Romney targeted his poorly planned Medicare program and his foreign policies in the Middle East. Romney -3.8 -5.2 1.4 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%6
  • 7. Ohio Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week Week“Jobs/Economy”, which increased by 10.1% in 11% 8% 4% Abortion/Choice 7.7% 5.9% 1.8%share of voice, was the most discussed issuethis week in Ohio. “Medicare/Social Security” 13% 15% Medicare/Social 15.3% 9.8% 5.5%increased by 5.5% and was the second most 7% Securitydiscussed issue. Meanwhile, “Foreign Policy” 42% Protecting the 7.4% 5.5% 1.9% middle classdropped by 20.4% in share of voice. Jobs/Economy 42.4% 32.3% 10.1% Abortion/Choice Medicare/SS• Obama: Obama led in volume this week Middle Class Jobs/Economy Budget deficit 12.5% 12.1% 0.4% with over 10,000 mentions. He also led in Budget/Deficit Obamacare sentiment, even though his Sentiment Score Obamacare 3.8% 3.1% 0.7% Foreign Policy dropped by 6.6 to a negative score of -1.4. Obama was blamed by Ohioans for the job Foreign Policy 10.9% 31.3% 20.4% loss in the auto industry in Ohio. Some of the negative comments also criticized his health care plans. Candidate Sentiment – Obama (D) vs. Romney (R)• Romney: Romney received about 7,000 Candidate Current Week Previous Week Change mentions in Ohio this week. His Sentiment Score did not change much (down 0.2). Obama -1.4 5.2 6.6 Ohioans mostly complained about the fact that he shifted jobs from his company, Bain Capital, to China. Romney -5.1 -4.9 0.2 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%7
  • 8. Colorado Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekIn Colorado this week, “Jobs/Economy” became 13% 6%the most discussed issue with 36.1% share of 3% 19% Abortion/Choice 6.4% 5.4% 1.0%voice (+15.5%). Coloradoans talked less about 15% Medicare/Social 18.7% 9.8% 8.9%“Foreign Policy”, making it drop by 20.1% in Securityshare of voice. “Medicare/Social Security” was 36% 8% Protecting the 7.9% 3.2% 4.7% middle classthe second most discussed issue with 18.7%share of voice. Jobs/Economy 36.1% 20.6% 15.5% Abortion/Choice Medicare/SS Middle Class Jobs/Economy Budget deficit 14.5% 24.2% 9.7%• Obama: Obama led in volume this week Budget/Deficit Obamacare with over 5,000 mentions. He led in Obamacare 2.9% 3.3% 0.4% Foreign Policy sentiment as well with a positive score of 0.5 (up 1.2). The fact that the job growth Foreign Policy 13.5% 33.6% 20.1% quickened helped Obama earn many positive comments from Coloradoans this week. Candidate Sentiment – Obama (D) vs. Romney (R)• Romney: The volume of conversations Candidate Current Week Previous Week Change about Romney was around 3,000. His Sentiment Score improved by 4.8 to a score Obama 0.5 -0.7 1.2 of -4.5. The fact that his company, Bain Capital, moved jobs to China brought many negative comments from Coloradoans this week. Romney -4.5 -9.3 4.8 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%8
  • 9. New Hampshire Share of Voice – Key IssuesKEY FINDINGS: Current Previous Change Week WeekPeople in New Hampshire discussed much 3% 9% 8% 10%more about “Jobs/Economy” and much less 11% Abortion/Choice 7.9% 5.2% 2.7% 6%about “Foreign Policy” (+31.1% and -29.8%, Medicare/Social 9.5% 7.4% 2.1%respectively). “Budget deficit” was the second Securitymost discussed issue with 11.4% share of voice 53% Protecting the 6.3% 3.5% 2.8% middle class(-10.2%). Jobs/Economy 53.2% 22.1% 31.1% Abortion/Choice Medicare/SS• Obama: Obama led in volume this week Middle Class Jobs/Economy Budget deficit 11.4% 21.6% 10.2% with over 1,000 mentions. He also led in Budget/Deficit Obamacare sentiment with a positive score of 1.7 (up Obamacare 2.6% 1.3% 1.3% Foreign Policy 3.5). He received positive comments for his health care plan and his plan for the middle Foreign Policy 9.1% 38.9% 29.8% class.• Romney: Romney had about 500 mentions Candidate Sentiment – Obama (D) vs. Romney (R) in New Hampshire this week. His Sentiment Score improved a bit (up 2.5), but was still a Candidate Current Week Previous Week Change high negative number (-14.4). The negative comments towards Romney came from his Obama 1.7 -1.8 3.5 aggressive foreign policies in the Middle East and his poor Medicare program. Romney -14.4 -16.9 2.5 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%9
  • 10. Nevada Share of Voice – Key Issues KEY FINDINGS: Current Previous Change Week Week “Jobs/Economy” was also the hottest issue in 8% 9% 5% 8% Abortion/Choice 9.0% 5.0% 4.0% Nevada this week, after having a boost of 6% 27.2% in share of voice. “Foreign Policy” 13% Medicare/Social 8.1% 13.3% 5.2% dropped by 23.0% in share of voice, depicting Security the loss in popularity of this issue in Nevada. 51% Protecting the 5.8% 5.9% 0.1% middle class • Obama: Obama led in volume this week Jobs/Economy 50.8% 23.6% 27.2% Abortion/Choice Medicare/SS with over 2,500 mentions. He led in Middle Class Jobs/Economy Budget deficit 12.8% 18.5% 5.7% sentiment as well, after having his Sentiment Budget/Deficit Obamacare Score increase by 0.4. Many Nevadans said Obamacare 5.6% 2.8% 2.8% Foreign Policy that Obama had failed the US economy. Foreign Policy 7.9% 30.9% 23.0% • Romney: Romney received about 1,900 mentions this week. His Sentiment Score decreased some, by 0.1. Nevadans this Candidate Sentiment – Obama (D) vs. Romney (R) week were highly concerned about Romney’s ad, in which he noted that Jeep Candidate Current Week Previous Week Change was shipping jobs to China; Nevadans criticized Romney for being a liar in the ad. Obama -0.8 -1.2 0.4 The candidate was also criticized for his stance against abortion. Romney -6.8 -6.7 0.1 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%10
  • 11. Candidate Sentiment Score* by State State Obama Romney Current Week Previous Week Change Current Week Previous Week Change Wisconsin 3.7 3.4 0.3 -4.8 -5.8 1.0 Virginia 1.9 -0.2 2.1 -11.3 -6.8 4.5 North Carolina 0.4 -0.7 1.1 -5.6 -7.2 1.6 Florida 0.1 0.8 0.7 -3.8 -5.2 1.4 Ohio -1.4 5.2 6.6 -5.1 -4.9 0.2 Colorado 0.5 -0.7 1.2 -4.5 -9.3 4.8 New Hampshire 1.7 -1.8 3.5 -14.4 -16.9 2.5 Nevada -0.8 -1.2 0.4 -6.8 -6.7 0.1• Obama’s Sentiment Score was positive in most states (the exceptions were Ohio and Nevada). He led in sentiment in all states.• Romney’s Sentiment Score was negative in all states. Virginia and Colorado were the two states where his score changed significantly (-4.5 and +4.8, respectively).11 *Sentiment Score = (number of Positive Comments – number of Negative Comments)/Total Comments * 100%
  • 12. Share of Voice for Key Issues by State Medicare/ Protecting Abortion/ Jobs/ Budget ForeignState Social the middle Obamacare Choice Economy deficit Policy Security classWisconsin 5.1% 12.9% 6.6% 37.6% 20.7% 6.3% 10.8%Virginia 3.7% 17.0% 7.0% 35.3% 22.8% 6.0% 8.2%North 4.3% 15.4% 6.5% 44.3% 14.5% 5.0% 10.0%CarolinaFlorida 6.6% 13.0% 6.6% 37.2% 19.2% 5.5% 11.9%Ohio 7.7% 15.3% 7.4% 42.3% 12.5% 3.8% 10.9%Colorado 6.4% 18.7% 7.9% 36.1% 14.5% 2.9% 13.5%New 7.9% 9.5% 6.3% 53.2% 11.4% 2.6% 9.1%HampshireNevada 9.0% 8.1% 5.8% 50.8% 12.8% 5.6% 7.9%• This week, “Jobs/Economy” returned to be the most popular issue in all eight states. On the other hand, “Budget deficit” was most popular in Virginia, and “Medicare/Social Security” was most popular in Colorado.12
  • 13. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks,service marks, images and logos are the property of their respective owners.This presentation and its content are SDL confidential unless otherwise specified, and may not becopied, used or distributed except as authorised by SDL.

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