Crowdverb (http://crowdverb.com) and BehaviorMatrix (http://behaviormatrix.com) conducted a “flash” study over the course of 24 hours of media outlets and social media sites to measure the emotional tone, perceptions, and topic association for Paul Ryan, upon his confirmation as the presumptive Republican Vice Presidential candidate.

1. The first behavioral analytics platform to analyze human emotion

2. The SMARTview™ Platform
• The world’s first behavioral analytics platform to measure human emotion.
• Proprietary, patent pending technology gathers, analyzes, and classifies digital
content from a wide range of sources.
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research into emotional classification.
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• SMARTview™ technology has been used in the consumer products, entertainment,
pharmaceutical and life sciences industries as well as in the political campaign
management.
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3. Real-time Digital Media Intelligence and Assessment
of the Republican Vice Presidential Candidate
Crowdverb and BehaviorMatrix conducted a
“flash” study over the course of 24 hours of
media outlets and social media sites to
measure the emotional tone, perceptions,
and topic association for Paul Ryan, upon his
confirmation as the presumptive Republican
Vice Presidential candidate.
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4. Methodology
• Data was collected for a 24 hour period immediately following
the announcement of the Vice Presidential running mate
• Traditional media outlets with an online presence and select
social media sites, (Facebook and Twitter) were evaluated
• Only publicly posted information, profiles and tweets were
utilized by the study
• Over 380,000 data points were collected
• Cohort definition was achieved by using proprietary filtering
techniques to identify those individuals who self-identified
their gender, or party affiliation
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5. News Organizations
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6. Paul Ryan
Major News Outlet Media Coverage
Historical Past 24 Hours
1/1/ 2006 to 8/11/2012 9am ET 8/11/2012 to 9am ET 8/12/2012
MSNBC/NBC MSNBC/NBC
News News
ABC News ABC News
8% USA Today 2%
20% 20%
10%
USA Today
33%
Fox News CBS News
14% 11%
CBS News
30%
CNN Fox News
18% CNN 11%
23%
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7. Paul Ryan
Tone and Emotion by News Organization
45
40
35
30
25
20
15
10
5
0
MSNBC/NBC News USA Today Fox News CNN CBS News ABC News
Fear Apathy Optimism Excitement
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8. Paul Ryan
Attribute Mention by News Organization
60
50
40
30
20
10
0
MSNBC/NBC News USA Today Fox News CNN CBS News ABC News
Competence Youth Inexperience Experience Intelligence
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9. Paul Ryan
Associated Topics by News Organization
60
50
40
30
20
10
0
MSNBC/NBC News USA Today Fox News CNN CBS News ABC News
Economy Medicare Deficit
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10. Paul Ryan
Sentiment by News Organization Content
60
58
56
54
52
50
48
Polarity
MSNBC/NBC News USA Today Fox News CNN CBS News ABC News
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11. Self-Identified Gender across Social Media
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12. Paul Ryan
Gender and Associated Emotion
50
45
40
35
30
25
20
15
10
5
0
Fear Apathy Optimism Excitement
Men Women
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13. Paul Ryan
Gender and Attribute Association
40
35
30
25
20
15
10
5
0
Competence Youth Inexperience Experience Intelligence
Men Women
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14. Paul Ryan
Gender and Topic Association
60
50
40
30
20
10
0
Economy Medicare Deficit
Men Women
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15. Paul Ryan
Gender and Polarity
100
90
80
70
60
50
40
30
20
10
0
Men Women
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16. Self-Identified Political Party Association
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17. Paul Ryan
Party and Associated Emotion
70
60
50
40
30
20
10
0
Fear Apathy Optimism Excitement
Democrat Republican
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18. Paul Ryan
Party and Attribute Association
70
60
50
40
30
20
10
0
Competence Youth Inexperience Experience Intelligence
Democrat Republican
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19. Paul Ryan
Party and Topic Association
80
70
60
50
40
30
20
10
0
Economy Medicare Deficit
Democrat Republican
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20. Paul Ryan
Party and Polarity
100
90
80
70
60
50
40
30
20
10
0
Democrat Republican
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21. Key Measures by Swing State
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22. Paul Ryan
Fear by State
50
45
40
35
30
25
20
15
10
5
0
Wisconsin Virginia Ohio Colorado Florida
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23. Paul Ryan
Polarity by State
100
90
80
70
60
50
40
30
20
10
0
Wisconsin Virginia Ohio Colorado Florida
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