SOURCE: BIGresearch

May 08, 2008 13:44 ET

Americans Weigh in on Which Presidential Candidate They Are Likely to Promote

Fewer Independents Likely to Recommend Any of the Remaining Candidates

COLUMBUS, OH--(Marketwire - May 8, 2008) - It is said that by using the Net Promoter® Score* (NPS), a company's future can be determined. Can a presidential hopeful's future be determined using the same principle? BIGresearch ( asked more than 8,000 respondents in their May Consumer Intentions and Actions Survey to rank the candidates using the NPS and compared to April, the candidates would still be going out of business if they were a company.

Respondents were asked to rate, on a scale from 0 (Not at all likely) to 10 (Extremely likely), the probability they would recommend a candidate to a friend or coworker. 10 and 9 responses indicate Promoters, 8 and 7 responses are Passives and 0 through 6 are Detractors. NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters.

Here is a comparison of how each of the major presidential candidates ranks compared to last month according to their NPS among all consumers and by political party.

                            Obama          Clinton          McCain
                        -------------   -------------   -------------
                         April   May     April   May     April   May
All                     -48.8%  -51.3%  -52.3%  -52.9%  -56.0%  -58.9%
Democrats               -13.4%  -17.3%  -10.8%  -12.8%  -82.2%  -86.4%
Republicans             -84.0%  -85.0%  -89.3%  -88.4%  -9.1%   -10.0%
Independents            -51.9%  -57.0%  -63.0%  -63.3%  -65.5%  -69.9%

Source: BIGresearch, April 08 CIA (N=8180) & May 08 CIA (N=8347)
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix
Systems, Inc., Bain & Company, and Fred Reichheld

Among Democrats, Obama declined four percentage points from April (-17.3% v. -13.4%), while Clinton only declined two (-12.8% v. -10.8%). Obama is also off for Independents (-57% v. -51.9%), while Clinton maintains her score (-63.3% v. -63%).

McCain has lost some ground with Independents at -69.9%, compared to -65.5%.

As the battle for the Democratic nomination wages on, it's no surprise McCain maintains a better score within his own party than either Obama or Clinton do within their party.

McCain still scores better with Democrats than Clinton does with Republicans, indicating more Democrats are likely to promote him than Republicans promote Clinton. However, Obama is faring better with Republicans than McCain is with Democrats.

To view data tables for presidential candidates' NPS, please click here:

About BIGresearch

BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive, and media. BIGresearch conducts the Consumer Intentions and Actions (CIA) Survey which monitors more than 7,500 consumers each month. The CIA delivers fresh, demand-based information on where the retail consumer is shopping and their changing behavior. Unlike indicators based on past performance, this data brings intelligence on where the retail consumer is going, their intentions and actions. They also conduct the Simultaneous Media Survey (SIMM) of more than 15,000 consumers twice each year.

BIGresearch's methodology provides the most accurate consumer information in the industry with a margin of error of +/- 1 percent.

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