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ANXIETYINDEX
  A CLOSER LOOK AT THE
U.S. MIDTERM ELECTIONS
                OCTOBER 2010
AGENDA
    Background and methodology                   ........................................................................3

    What’s making people anxious today?                         ........................................................4

    The election’s tone and urgency ..................................................................18




2
BACKGROUND AND
    METHODOLOGY
    For the latest installment of AnxietyIndex, JWT examined attitudes and
    behaviors in the run-up to the midterm elections, looking for variations by
    political affiliation.
    Quantitative survey conducted by JWT SONARTM, JWT’s proprietary online
    tool.
    Data collected between Oct. 18-25, 2010.
      519 Americans aged 18+

    Data are weighted by age, gender and income.




3
WHAT’S MAKING
    AMERICANS ANXIOUS
    TODAY?



4
While anxiety remains high, an overall
                           downward trend continues.
                  Anxiety is returning to pre-recession levels ...
                         90
                                     Food & fuel prices           80       82           82
                                       begin to spike
                                                       • • • • 78 79 76 72 76     79
                                                               • • • • • 70
                         80
                                70               70 71
                         70     •                 • •                         •    Barack Obama wins
                         60
                                         54                                          the presidency                  %
                                                                                                                  Nervous/
    Immediate run-up
    to the war in Iraq   50
                                         •                                                                        Anxious


                         40
                                         •                                                                         % Not
                                                                                                                  Nervous/
                                         46                                                                       Anxious

                                •                 • •                                • • •
                         30

                         20
                                30               30 29
                                                                         •    • • • 28 24 30
                                                                   • • 21 • 22 21 24
                                                                   20 18   18
                         10

                            0
                                02/03 05/03    02/04      08/07   05/08   08/08 11/08 11/08 12/08 02/09 03/09 09/09 05/10 10/10
                                                                                 (Pre- (Post-
                                                                               Election) Election)
               month/year

                                                   Overall, given everything that is going on in the world, the country, and your family’s life,
                                                                                   how nervous or anxious would you say you currently are?

5
... though a lingering group of Americans
                                    remain very anxious.

                         30

                                26   Food & fuel prices
                                       begin to spike         25              25
                         25     •                             • •     24
                                                                              •     22     21                        22
                                                                                    • •            20
                                                                                                                      •
                         20
                                                                                        •               17                 19
                                                                                                                           •
    Immediate run-up
                                                      15                                                 • 16
                                                                                                            •
    to the war in Iraq                                                         Barack Obama wins

                                                      •
                         15                                                      the presidency
                                               13
                                        11
                                                •
                         10            •
                            5                                                                                  % Very
                                                                                                              Nervous/
                                                                                                              Anxious
                            0
                                02/03 05/03   02/04   08/07   05/08   08/08 11/08 11/08 12/08 02/09 03/09 09/09 05/10 10/10
                                                                             (Pre- (Post-
                                                                           Election) Election)
               month/year

                                                 Overall, given everything that is going on in the world, the country, and your family’s life,
                                                                                 how nervous or anxious would you say you currently are?

6
ANXIETYINDEX MAP

                     SAFETY/SECURITY                                ECONOMIC

                                                 Political Leadership


                             Threat of                                                 State of
                             Terrorism
     FURTHER                                                                           Economy         FURTHER
       FROM                                                                                              FROM
      “HOME”                                                                                            “HOME”
               Potential
                Military                                                                       Cost of
               Hostilities                                                                   Health Care




      CLOSER                                                                                               CLOSER
        TO                                                                                                   TO
                    Current                                                                Cost of
      “HOME”                                                                               Living
                                                                                                           “HOME”
                    Military
                   Hostilities



                                         Crime                          Job Security

                     SAFETY/SECURITY                                ECONOMIC


7
Concern about the economy has
          decreased significantly, though credit isn’t
             given to the current administration.
                                               Political Leadership

                                                     600

                          Threat of                                                    State of
                                                     500
                          Terrorism                                                    Economy
                                                     400

                                                     300                  383
                                                     198
                                                     200
            Potential                         158
             Military                                100
                                                                                                 Cost of
            Hostilities                                                                        Health Care
                                        170              0              394


                                                                      301
                                        195
                                                    90
                                                             130
                 Current                                                                     Cost of
                 Military                                                                    Living
                Hostilities



                                      Crime                             Job Security
    September 2009 October 2010
                                                                   AnxietyIndex: % who are nervous or anxious/% who are not

8
Anxiety around the economy is down
    dramatically from the heights of two years ago.
                                                   State of the Economy

                      Food & fuel prices                          1011 1011
                                                                   • •
                        begin to spike
                                                            900
                                                             •                          900
                                                                                        •
                                                   733
                 Immediate run-up
                                                    •                             669
                                                                                              614
                                                                                                    733
                                                                                                    •
                 to the war in Iraq
                                                              Barack Obama wins
                                                                the presidency
                                                                                  •           •
                                                                                                           376
                 270 270                                                                                  •
                 • • 223
                     • •                                                                             % Very
                                                                                                    Nervous/
                         213                                                                        Anxious


                  02/03 05/03     02/04    08/07    05/08    08/08 11/08 11/08 12/08 02/09 09/09 05/10 10/10
                                                                    (Pre- (Post-
                                                                  Election) Election)
    month/year
                                                                       AnxietyIndex: % who are nervous or anxious/% who are not
                                       Overall, given everything that is going on in the world, the country, and your family’s life,
                                                                       how nervous or anxious would you say you currently are?

9
Anxiety around the cost of living has similarly
       dropped dramatically from two years ago.
                                                         Cost of Living
                                                             733

                                                        ••
                        Food & fuel prices            669
                          begin to spike


                                                                   525 525
                                             376                   • •                  488           456
                                 335
                                   • •                                            376    •     355     •
                  194
                         213                                                      •             •             300
                  • •                                         Barack Obama wins
                                                                the presidency
                                                                                                             •
                                                                                                        % Very
                     Immediate run-up                                                                  Nervous/
                     to the war in Iraq
                                                                                                       Anxious


                   02/03 05/03    02/04      08/07   05/08   08/08 11/08 11/08 12/08 02/09 09/09 05/10 10/10
                                                                    (Pre- (Post-
                                                                  Election) Election)
     month/year
                                                                       AnxietyIndex: % who are nervous or anxious/% who are not
                                          Overall, given everything that is going on in the world, the country, and your family’s life,
                                                                          how nervous or anxious would you say you currently are?

10
Worries are rising over the price of staple goods
     (while substantially off the peak of two years ago).
                                                     The War in Iraq
                                                         400
                   Impact of Global Warming                                  The War in Afghanistan


                  Natural Disasters                                                   The Housing Market
                                                         200

                                                           106 129
                                                     101               156
     Safety of the Food Supply                  98                                           Gasoline Prices
                                                                                   263
                                         146               0

                                        157
         Quality of Products                                                       276
        Imported from China                                                                  Food Prices
                                                                       265
                                                           129
                                                                 160
                The Government’s 331            202
                                                                                      Unemployment
                  Budget Deficit
                                                                                          Rates

                    The State of the National                                Bank Failures
                          Infrastructure
                                                 The Stock Market

      September 2009 October 2010
                                                                  AnxietyIndex: % who are nervous or anxious/% who are not

11
And the outlook on most drivers remains pessimistic.
                                                                                            WORSE                                      BETTER
     The current political leadership in your country                                                                -10
                                                                                                                  -15
          You and your family’s current job security                                                                         -2
                                                                                                                                   2
                                The housing market                   October 2010                                      -12
                                                                                                                                       8
                                                                     September 2009                                           -4
                                   The stock market                                                                                    6
                                       Bank failures                                                                         -7
                                                                                                                              -5
                                                                     More optimistic
                          The state of the economy                                                               -17
                                                                                                                              -4
                             The threat of terrorism                 More pessimistic                      -20
                                                                                                              -17
               The rate of crime in your community                                                                -14
                                                                                                                   -13
                Military hostilities around the world                                                      -21
                                                                                                          -23
      Potential military hostilities around the world                                                      -21
                                                                                                         -24
                               Unemployment rates                                                                -17
                                                                                                                       -11
             The cost of health care in your country                                           -37
                                                                                                -36
                   The cost of living in your country                                           -36
                                                                                                   -33
                                     Gasoline prices                                         -41
                                                                                            -42
                                         Food prices                                          -40
                                                                                                 -37
                  Your government’s budget deficit                                               -36
                                                                                      -47




                                      % who expect it will get “better” minus % who expect it will get “worse” in the next six months
                      And over the next six months, do you expect that each of the following will get better, stay the same or get worse?
12
People continue to report moderate levels of
        personal impact from the recession ...
                     Intensity of Personal Impact from the Recession



                 October 2010
                 September 2009




            1         2        3         4         5        6        7         8         9      10
         Haven’t                                                                               Have
        impacted                                                                             impacted
         me at all                                                                           me a great
                                                                                               deal
         No Impact                                                                            Great Impact




     On a scale of 1-10, where “1” means tough economic times haven’t impacted me personally at all, and “10” means tough
                                    economic times have impacted me personally a great deal, how would you rate yourself?
13
... and to most, recovery still seems a ways off.
                     Economic Outlook: “The economy will get better ...”

         60
                                                                                        83
         50

                                                                                                          41
         40
                                                                                42
         30
                                                                       23
         20               11                                                            19

         10                           9
                                                       6
                     2
          0
              I never considered It has already    It will start    It will start     It will start   I have no idea
                 the country to     started to    to get better    to get better     to get better      when it will
               be in a recession    get better       this fall        in 2011         in 2012 or         get better
                                                      (2010)                              later
     %

                                                                   When, if ever, do you think the economy will start to get better?


14
THE
     TEA PARTY




15
There is a tricky element to predicting this
     election, as many Americans have yet to make up
             their minds about the Tea Party ...
                             Total                                                      Democrat
         70                                                           70
         60                                                           60
         50                   48                                      50                    47
                                                                                                         41
         40                                                           40
         30    29                                                     30
                                           23
         20                                                           20
                                                                             12
         10                                                           10
          0                                                            0
              Support   Neither Support   Oppose                            Support   Neither Support   Oppose
                          nor Oppose                                                    nor Oppose




                        Independent                                                    Republican
         70                                                           70
         60                                                           60      58
         50                                                           50
                              42
         40    35                                                     40                    38
         30                                                           30
                                           23
         20                                                           20
         10                                                           10
                                                                                                          4
          0                                                            0
     %        Support   Neither Support
                          nor Oppose
                                          Oppose                            Support   Neither Support
                                                                                        nor Oppose
                                                                                                        Oppose


                                                   How much would you say you support or oppose the Tea Party movement?


16
... though many feel familiar with
               the beliefs and goals of the movement.

                                 Total                                                            Democrat
         70                                                                 70
         60                                                                 60
                         54                                                                  52
         50                                                                 50
         40                    34                                           40
                                                                                                  35
         30                                29                               30                                 27
                20                                                                                                     20
         20                                           17                    20      17
         10                                                                 10
          0                                                                  0
                Very      Somewhat       Not Very   Not At All                      Very      Somewhat    Not Very   Not At All
              Familiar     Familiar      Familiar   Familiar                      Familiar     Familiar   Familiar   Familiar




                              Independent                                                         Republican
         70                                                                 70
         60
                         61                                                 60               70
         50                                                                 50
                               42
         40                                                                 40      34            36
                                           31
         30                                                                 30
         20     19                                                          20                                 19
                                                       8                                                               11
         10                                                                 10
          0                                                                  0
                Very      Somewhat       Not Very   Not At All                      Very      Somewhat    Not Very   Not At All
     %        Familiar     Familiar      Familiar   Familiar                      Familiar     Familiar   Familiar   Familiar


                                         How familiar would you say you are with the beliefs and goals of the Tea Party movement?


17
THIS ELECTION’S
     TONE & URGENCY



18
Republicans are more closely attuned
                         to this season’s races ...


     Percent who are following this
          year’s election more                                                                                25%
      closely than past elections.




                                         54%

                                                                                                                23%



                                                                            Independents
      Would you say, for this year’s election, you are following the contests more closely, less closely or about the same as past
                                                                                                                        elections?

19
... and more likely to see this election season
               as particularly contentious, though high
                percentages of all voters feel this way.

          Percent who say this
         year’s election is more                                                                             46%
     contentious than past elections.




                                         66%

                                                                                                               51%



                                                                            Independents
          And would you say that this year’s election is more contentious, less contentious or about the same as past elections?


20
The anger among Republicans is palpable, especially
      around taxes and pieces of legislation. Democrats
     feel more satisfied with where the country is today.
                                         % saying each item will get better

        The laws that are being passed in this country                                        63
                                                                             30

                              The amount I pay in taxes                                  57
                                                                  20

                   The cost of food at the grocery store
                                                                              33
                                                                  17

              The safety of the food at the grocery store               25
                                                                       24
           The safety of over-the-counter medications at               24
                                          the drug store          17
                         The quality of cars/trucks/vans               23
                                                                16

                          The safety of cars/trucks/vans
                                                                    22
                                                                   20

                      The safety of prescription drugs at            22                 If Republicans win
                                          the drug store              24                (among Republicans)
                                                                                        If Democrats win
                            The cost of cars/trucks/vans             21                 (among Democrats)
                                                             13

       %

                                  And over the next six months, do you think each of these will get better, get worse or stay the same?


21
And Republicans are far more worried about
     Democrats maintaining control than Democrats
         are about Republicans taking control.
                                       % saying each item will get worse

     The laws that are being passed in this country                                         53
                                                                                                         79

                            The amount I pay in taxes                                   49
                                                                                                           82

                 The cost of food at the grocery store
                                                                                       45
                                                                                                  65

            The safety of the food at the grocery store                 29
                                                                                   42
         The safety of over-the-counter medications at             25
                                        the drug store                        37
                       The quality of cars/trucks/vans              27
                                                                                  39

                        The safety of cars/trucks/vans
                                                                    26
                                                                                  39

                    The safety of prescription drugs at                      33                  If Republicans win
                                        the drug store                             41            (among Democrats)
                                                                                                 If Democrats win
                          The cost of cars/trucks/vans                            38             (among Republicans)
                                                                                        49

     %

                                And over the next six months, do you think each of these will get better, get worse or stay the same?


22
And this anger turns to anxiety, with outsized
     Republican anxiety about the economy and the
           current Democratic administration.
                                         Political Leadership

                                             1000
                     Threat of                                                             State of
                     Terrorism                800                                          Economy
                                                                                                   Political Leadership
                                              600                                                  Political Leadership
                                                                                                       1000
                                                                                                       1000
                                                                              Threat of                                                  State of
                                                                              Threat of
                                                                              Terrorism                 800                              State of
                                                                              Terrorism                                                  Economy
                                                                                                        800
                                              400                                                       600
                                                                                                                                         Economy

                                                                                                        600
                                                                                                   Political Leadership
       Potential                                                   Potential
                                                                                                        400
                                                                                                        400

                                                                                                                Cost of State of Cost Care
                                                                                                       1000
                                              200
        Military                                                   Potential Threat of
                                                                    Military
                                                                    Military
                                                                   Hostilities Terrorism
                                                                                                        200
                                                                                                        200
                                                                                                        800              Economy
                                                                                                                                 Cost
                                                                                                                                      of
                                                                                                                               Health of

       Hostilities
                                                                   Hostilities                            0
                                                                                                          0
                                                                                                        600
                                                                                                              Health Care      Health Care


                                                0                                                       400

                                                                   Potential
                                                                    Military
                                                                        Current
                                                                                                        200
                                                                                                                                             Cost of of
                                                                                                                                                 Cost
                                                                        Current
                                                                   Hostilities                                                               Cost of Care
                                                                                                                                              Health
                                                                                                                                             Living
                                                                        Military
                                                                        Military                          0                                  Living
                                                                      Hostilities
                                                                      Hostilities



                                                                                           Crime                          Job Security
                                                                                           Crime                          Job Security
                                                                       Current                                                               Cost of
                                                                       Military                                                              Living
                                                                      Hostilities

            Current                                                                                    Cost of
            Military                                                                       Crime       Living Job Security
           Hostilities                                                                                                                                 Democrats
                                                                                                                                                       Independents
                                                                                                                                                       Republicans

                                 Crime                          Job Security
                                                          AnxietyIndex: % who are nervous or anxious/% who are not

23
THANK YOU

Mark Truss                                                                                           Ann M. Mack
Director of Brand Intelligence                                                               Director of Trendspotting
JWT Worldwide                                                                                          JWT Worldwide
mark.truss@jwt.com                                                                                 ann.mack@jwt.com

                                          www.AnxietyIndex.com

                                 (c) 2010 J. Walter Thompson Company. All Rights Reserved.

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JWT AnxietyIndex: A Closer Look at the US Midterm Elections (October 2010)

  • 1. ANXIETYINDEX A CLOSER LOOK AT THE U.S. MIDTERM ELECTIONS OCTOBER 2010
  • 2. AGENDA Background and methodology ........................................................................3 What’s making people anxious today? ........................................................4 The election’s tone and urgency ..................................................................18 2
  • 3. BACKGROUND AND METHODOLOGY For the latest installment of AnxietyIndex, JWT examined attitudes and behaviors in the run-up to the midterm elections, looking for variations by political affiliation. Quantitative survey conducted by JWT SONARTM, JWT’s proprietary online tool. Data collected between Oct. 18-25, 2010. 519 Americans aged 18+ Data are weighted by age, gender and income. 3
  • 4. WHAT’S MAKING AMERICANS ANXIOUS TODAY? 4
  • 5. While anxiety remains high, an overall downward trend continues. Anxiety is returning to pre-recession levels ... 90 Food & fuel prices 80 82 82 begin to spike • • • • 78 79 76 72 76 79 • • • • • 70 80 70 70 71 70 • • • • Barack Obama wins 60 54 the presidency % Nervous/ Immediate run-up to the war in Iraq 50 • Anxious 40 • % Not Nervous/ 46 Anxious • • • • • • 30 20 30 30 29 • • • • 28 24 30 • • 21 • 22 21 24 20 18 18 10 0 02/03 05/03 02/04 08/07 05/08 08/08 11/08 11/08 12/08 02/09 03/09 09/09 05/10 10/10 (Pre- (Post- Election) Election) month/year Overall, given everything that is going on in the world, the country, and your family’s life, how nervous or anxious would you say you currently are? 5
  • 6. ... though a lingering group of Americans remain very anxious. 30 26 Food & fuel prices begin to spike 25 25 25 • • • 24 • 22 21 22 • • 20 • 20 • 17 19 • Immediate run-up 15 • 16 • to the war in Iraq Barack Obama wins • 15 the presidency 13 11 • 10 • 5 % Very Nervous/ Anxious 0 02/03 05/03 02/04 08/07 05/08 08/08 11/08 11/08 12/08 02/09 03/09 09/09 05/10 10/10 (Pre- (Post- Election) Election) month/year Overall, given everything that is going on in the world, the country, and your family’s life, how nervous or anxious would you say you currently are? 6
  • 7. ANXIETYINDEX MAP SAFETY/SECURITY ECONOMIC Political Leadership Threat of State of Terrorism FURTHER Economy FURTHER FROM FROM “HOME” “HOME” Potential Military Cost of Hostilities Health Care CLOSER CLOSER TO TO Current Cost of “HOME” Living “HOME” Military Hostilities Crime Job Security SAFETY/SECURITY ECONOMIC 7
  • 8. Concern about the economy has decreased significantly, though credit isn’t given to the current administration. Political Leadership 600 Threat of State of 500 Terrorism Economy 400 300 383 198 200 Potential 158 Military 100 Cost of Hostilities Health Care 170 0 394 301 195 90 130 Current Cost of Military Living Hostilities Crime Job Security September 2009 October 2010 AnxietyIndex: % who are nervous or anxious/% who are not 8
  • 9. Anxiety around the economy is down dramatically from the heights of two years ago. State of the Economy Food & fuel prices 1011 1011 • • begin to spike 900 • 900 • 733 Immediate run-up • 669 614 733 • to the war in Iraq Barack Obama wins the presidency • • 376 270 270 • • • 223 • • % Very Nervous/ 213 Anxious 02/03 05/03 02/04 08/07 05/08 08/08 11/08 11/08 12/08 02/09 09/09 05/10 10/10 (Pre- (Post- Election) Election) month/year AnxietyIndex: % who are nervous or anxious/% who are not Overall, given everything that is going on in the world, the country, and your family’s life, how nervous or anxious would you say you currently are? 9
  • 10. Anxiety around the cost of living has similarly dropped dramatically from two years ago. Cost of Living 733 •• Food & fuel prices 669 begin to spike 525 525 376 • • 488 456 335 • • 376 • 355 • 194 213 • • 300 • • Barack Obama wins the presidency • % Very Immediate run-up Nervous/ to the war in Iraq Anxious 02/03 05/03 02/04 08/07 05/08 08/08 11/08 11/08 12/08 02/09 09/09 05/10 10/10 (Pre- (Post- Election) Election) month/year AnxietyIndex: % who are nervous or anxious/% who are not Overall, given everything that is going on in the world, the country, and your family’s life, how nervous or anxious would you say you currently are? 10
  • 11. Worries are rising over the price of staple goods (while substantially off the peak of two years ago). The War in Iraq 400 Impact of Global Warming The War in Afghanistan Natural Disasters The Housing Market 200 106 129 101 156 Safety of the Food Supply 98 Gasoline Prices 263 146 0 157 Quality of Products 276 Imported from China Food Prices 265 129 160 The Government’s 331 202 Unemployment Budget Deficit Rates The State of the National Bank Failures Infrastructure The Stock Market September 2009 October 2010 AnxietyIndex: % who are nervous or anxious/% who are not 11
  • 12. And the outlook on most drivers remains pessimistic. WORSE BETTER The current political leadership in your country -10 -15 You and your family’s current job security -2 2 The housing market October 2010 -12 8 September 2009 -4 The stock market 6 Bank failures -7 -5 More optimistic The state of the economy -17 -4 The threat of terrorism More pessimistic -20 -17 The rate of crime in your community -14 -13 Military hostilities around the world -21 -23 Potential military hostilities around the world -21 -24 Unemployment rates -17 -11 The cost of health care in your country -37 -36 The cost of living in your country -36 -33 Gasoline prices -41 -42 Food prices -40 -37 Your government’s budget deficit -36 -47 % who expect it will get “better” minus % who expect it will get “worse” in the next six months And over the next six months, do you expect that each of the following will get better, stay the same or get worse? 12
  • 13. People continue to report moderate levels of personal impact from the recession ... Intensity of Personal Impact from the Recession October 2010 September 2009 1 2 3 4 5 6 7 8 9 10 Haven’t Have impacted impacted me at all me a great deal No Impact Great Impact On a scale of 1-10, where “1” means tough economic times haven’t impacted me personally at all, and “10” means tough economic times have impacted me personally a great deal, how would you rate yourself? 13
  • 14. ... and to most, recovery still seems a ways off. Economic Outlook: “The economy will get better ...” 60 83 50 41 40 42 30 23 20 11 19 10 9 6 2 0 I never considered It has already It will start It will start It will start I have no idea the country to started to to get better to get better to get better when it will be in a recession get better this fall in 2011 in 2012 or get better (2010) later % When, if ever, do you think the economy will start to get better? 14
  • 15. THE TEA PARTY 15
  • 16. There is a tricky element to predicting this election, as many Americans have yet to make up their minds about the Tea Party ... Total Democrat 70 70 60 60 50 48 50 47 41 40 40 30 29 30 23 20 20 12 10 10 0 0 Support Neither Support Oppose Support Neither Support Oppose nor Oppose nor Oppose Independent Republican 70 70 60 60 58 50 50 42 40 35 40 38 30 30 23 20 20 10 10 4 0 0 % Support Neither Support nor Oppose Oppose Support Neither Support nor Oppose Oppose How much would you say you support or oppose the Tea Party movement? 16
  • 17. ... though many feel familiar with the beliefs and goals of the movement. Total Democrat 70 70 60 60 54 52 50 50 40 34 40 35 30 29 30 27 20 20 20 17 20 17 10 10 0 0 Very Somewhat Not Very Not At All Very Somewhat Not Very Not At All Familiar Familiar Familiar Familiar Familiar Familiar Familiar Familiar Independent Republican 70 70 60 61 60 70 50 50 42 40 40 34 36 31 30 30 20 19 20 19 8 11 10 10 0 0 Very Somewhat Not Very Not At All Very Somewhat Not Very Not At All % Familiar Familiar Familiar Familiar Familiar Familiar Familiar Familiar How familiar would you say you are with the beliefs and goals of the Tea Party movement? 17
  • 18. THIS ELECTION’S TONE & URGENCY 18
  • 19. Republicans are more closely attuned to this season’s races ... Percent who are following this year’s election more 25% closely than past elections. 54% 23% Independents Would you say, for this year’s election, you are following the contests more closely, less closely or about the same as past elections? 19
  • 20. ... and more likely to see this election season as particularly contentious, though high percentages of all voters feel this way. Percent who say this year’s election is more 46% contentious than past elections. 66% 51% Independents And would you say that this year’s election is more contentious, less contentious or about the same as past elections? 20
  • 21. The anger among Republicans is palpable, especially around taxes and pieces of legislation. Democrats feel more satisfied with where the country is today. % saying each item will get better The laws that are being passed in this country 63 30 The amount I pay in taxes 57 20 The cost of food at the grocery store 33 17 The safety of the food at the grocery store 25 24 The safety of over-the-counter medications at 24 the drug store 17 The quality of cars/trucks/vans 23 16 The safety of cars/trucks/vans 22 20 The safety of prescription drugs at 22 If Republicans win the drug store 24 (among Republicans) If Democrats win The cost of cars/trucks/vans 21 (among Democrats) 13 % And over the next six months, do you think each of these will get better, get worse or stay the same? 21
  • 22. And Republicans are far more worried about Democrats maintaining control than Democrats are about Republicans taking control. % saying each item will get worse The laws that are being passed in this country 53 79 The amount I pay in taxes 49 82 The cost of food at the grocery store 45 65 The safety of the food at the grocery store 29 42 The safety of over-the-counter medications at 25 the drug store 37 The quality of cars/trucks/vans 27 39 The safety of cars/trucks/vans 26 39 The safety of prescription drugs at 33 If Republicans win the drug store 41 (among Democrats) If Democrats win The cost of cars/trucks/vans 38 (among Republicans) 49 % And over the next six months, do you think each of these will get better, get worse or stay the same? 22
  • 23. And this anger turns to anxiety, with outsized Republican anxiety about the economy and the current Democratic administration. Political Leadership 1000 Threat of State of Terrorism 800 Economy Political Leadership 600 Political Leadership 1000 1000 Threat of State of Threat of Terrorism 800 State of Terrorism Economy 800 400 600 Economy 600 Political Leadership Potential Potential 400 400 Cost of State of Cost Care 1000 200 Military Potential Threat of Military Military Hostilities Terrorism 200 200 800 Economy Cost of Health of Hostilities Hostilities 0 0 600 Health Care Health Care 0 400 Potential Military Current 200 Cost of of Cost Current Hostilities Cost of Care Health Living Military Military 0 Living Hostilities Hostilities Crime Job Security Crime Job Security Current Cost of Military Living Hostilities Current Cost of Military Crime Living Job Security Hostilities Democrats Independents Republicans Crime Job Security AnxietyIndex: % who are nervous or anxious/% who are not 23
  • 24. THANK YOU Mark Truss Ann M. Mack Director of Brand Intelligence Director of Trendspotting JWT Worldwide JWT Worldwide mark.truss@jwt.com ann.mack@jwt.com www.AnxietyIndex.com (c) 2010 J. Walter Thompson Company. All Rights Reserved.