- 70.3% of adults 18+ have been paying some or a lot of attention to the 2012 election, with Republicans paying the most attention at 81.3%. - 67.9% of adults 18+ have been paying some or a lot of attention to Republican candidates, with Republicans paying the most attention at 83.3%. - The top three forms of media used to get information on candidates are TV, the internet, and newspapers. The economy has the most impact on how adults 18+ will vote.

1. Special Report:
Election 2012 Preview
American Pulse™, March-2012
3,567 respondents participated in the 2nd March
American Pulse conducted 3/26-4/2/2012.
Margin of error is +/- 1.6%.
BIGinsight™
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© 2012, Prosper®

2. People Are Paying Attention to the Election
How much attention have you been paying to the Election in general?
Adults 18+ Republicans Democrats Independents
1 – Not paying any attention at all 7.3% 3.3% 5.4% 4.2%
2 – Not paying much attention 10.1% 6.7% 9.8% 10.1%
3 – Neutral 12.3% 8.7% 12.6% 11.3%
4 – Paying some attention 41.2% 41.9% 43.9% 45.5%
5 – Paying a lot of attention 29.2% 39.5% 28.3% 28.9%
Total 100.0% 100.0% 100.0% 100.0%
Average 3.7 4.1 3.8 3.8
Not paying any/Not paying
much attention 17.4% 10.0% 15.2% 14.3%
Paying some/a lot of attention 70.3% 81.3% 72.2% 74.4%
70.3% of Adults 18+ have been paying some/a lot of attention to the election.
Republicans have been paying the most attention at 81.3% followed by Independents
(74.4%) and Democrats (72.2%).
Source: American Pulse™, March-2012, N=3567
© 2012, Prosper®

3. Also Keeping Tabs on the Potential Republican Nominees
How much attention have you been paying to the Republican candidates?
(Adults 18+)
Not paying
19.9%
any/Not paying Paying some/paying
much a lot of attention
Neutral
12.2%
Republicans: 83.3%
67.9% Democrats: 66.1%
Paying some/a
lot
Independents: 71.6%
Clearly Republicans feel it is important to pay attention to their Republican
candidates for this year’s Presidential election, but Independents are watching too.
Source: American Pulse™, March-2012, N=3567
© 2012, Prosper®

4. Tracking the 2012 Presidential Election
For the 2012 presidential election, have you or will you use
any of the following media to get information on the
candidates?
(Check all that apply)
TV
Internet
Newspaper
Word of Mouth
Radio
Magazines
Adults 18+
Social Media
Direct Mail
Mobile Device
Blogs
Text Messages
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%
Adults 18+ feel that TV, Internet and Newspaper are by far the most informative
forms of media.
Source: American Pulse™, March-2012, N=3567
© 2012, Prosper®

5. Toss Up for Most Excited Political Party
Are you excited to vote in the 2012 Presidential Election? (Adults 18+)
26.2%
Somewhat/Very
47.2%
excited
Not at all/Not
very excited
Republicans: 53.1%
3 – Neutral
Somewhat/Very Democrats: 52.0%
excited
Independents: 38.9%
26.7%
Republicans show the most excitement for the upcoming election, Democrats are close
behind while Independents aren’t showing much enthusiasm this year.
Source: American Pulse™, March-2012, N=3567
© 2012, Prosper®

6. Issues That Impact Votes
Which of these issues will have the most impact on your vote in 2012?
(Choose only one)
Economy
Govt Spending/Budg Cuts
No particular issue
Job Creation
Adults 18+
Taxes
Education
Immigration
Abortion
Foreign Policy
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Economy looks to have the most amount of impact on Adults 18+ when voting.
Source: American Pulse™, March-2012, N=3567
© 2012, Prosper®

7. Unnamed Republican Candidate Has Edge Among Adults 18+ and
Independent Voters
If the Presidential Election were held today, who would you be more
likely to vote for?
90.0%
83.3%
80.0% 75.4% Adults 18+
70.0%
Republicans
60.0%
Democrats
Independents
50.0% 44.2%
38.9% 39.0%
40.0% 36.3%
30.0% 24.6%
20.0% 16.9%
13.5%
11.1% 8.8%
7.9%
10.0%
0.0%
President Obama Someone from the Undecided
Republican party
The Undecided votes may play a big role in this year’s election.
Source: American Pulse™, March-2012, N=3567
© 2012, Prosper®

8. Contact
For media inquiries:
Chrissy Wissinger, Senior Manager, Communications
chrissy@biginsight.com
Dianne Kremer, Analyst
dianne@biginsight.com
614-846-0146
Disclaimer
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concerning: data gathered or obtained from any source; the present or future methodology employed in
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