1. The ups and downs of
Presidential candidates.
Hundreds of Americans have recorded their second-by-
second reactions to highlights of the two Presidential
candidates’ speeches with Roy Morgan’s Reactor.
September 2012
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2. The Online Reactor
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3. The Online Reactor
On September 12 & 13, 2012, hundreds of Americans recorded their second-by-
second reactions to highlights of the two Presidential candidates’ speeches with
Roy Morgan’s Reactor.
The Reactor (the original Worm) is an effective, proven methodology for measuring
emotive (virtually unconscious) reactions speeches & debates, element by
element, second by second. It has been proven with thousands of ad & program
tests worldwide over more than 20 years.
© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTI02 3

4. The 2012 Presidential nomination acceptance
speeches of Barack Obama and Mitt Romney
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5. Mitt Romney talks about freedom. Positive reaction from
both men & women.
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6. 18-34yr olds love President Obama’s ‘soaring rhetoric’
about the greatest nation on Earth
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7. Mitt Romney talks about repealing “Obamacare”.
This appeals most to 35-49yr olds.
© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTI02 7

8. Mitt Romney talking about supporting children
and providing for improved education outcomes
also appeals strongly to 35-49yr olds
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9. Surprisingly, Romney frequently scored higher
with 18 to 34 year-olds than Obama (the segment in the
middle that scored lower with younger voters).
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10. This graph shows segments, alternating between Romney &
Obama’s speeches, demonstrating the President’s
compelling appeal to women (red line).
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11. Supporters of each party stick strongly
with their chosen candidates as shown by
the Reactor graph below these images.
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12. This suggests that, to win the election, both candidates
should target Independent voters in the middle.
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13. Videos of highlights available on You Tube
View a five minute video of the reactions of different age groups of Americans.
This three minute video show’s reactions graphed by people’s usual Party preference.
President Obama’s superior appeal to women is obvious in this four minute video which graphs
reactions by gender.
For further details or to request access to the full results of the Reactor results of the
Presidential Nomination Acceptance Speeches, email: Reactor@roymorgan.com
© 2012 Written approval must be obtained from Roy Morgan Research before circulation or publication of this data outside the client’s institution. PTI02 13