SOURCE: BIGresearch

October 14, 2008 12:56 ET

BIGresearch Analysis Shows Changing Tides in Race for the White House

Obama Overtakes McCain in Face of Economic Decline

COLUMBUS, OH--(Marketwire - October 14, 2008) - The crumbling economy appears to be boosting sentiments for change as Obama's Net Promotor Score* (NPS) increased 5 points since last month, according to BIGresearch's ( October Consumer Intentions & Actions Survey of 8,117 respondents. While McCain's NPS decreased month over month, Obama made gains among both Democrats and Republicans.

Candidate NPS* (calculated by subtracting the percentage of Detractors from
the percentage of Promoters)

                               Obama                       McCain
                      September     October       September      October
All Adults              -35.1%       -30.1%         -32.6%        -38.4%
Registered Voters       -33.3%       -28.7%         -27.9%        -34.4%
Democrats               +22.0%       +27.9%         -78.0%        -79.8%
Republicans             -86.3%       -83.6%         +36.9%        +30.7%
Independents            -47.0%       -43.1%         -38.6%        -49.7%
Women                   -32.0%       -25.6%         -37.6%        -45.0%

Source: BIGresearch, Sept 08 CIA (N=8,167) & Oct 08 CIA (N=8,117)
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix
Systems, Inc., Bain & Company, and Fred Reichheld

For more complimentary results, please click here:

Though he made gains, Obama still doesn't do as well with Republicans (-83.6%) as McCain does with Democrats (-79.8%). Nor does he do as well within the Democratic Party (+27.9%) as McCain does among Republicans (+30.7%). The lower scores for Obama may indicate that Democrats are not totally sold on his candidacy, and may become one of the few bright spots for McCain in the last weeks of the Presidential race.

Nevertheless, it is clear consumer sentiment towards the election has changed practically overnight, likely a result of the economic decline and government bailouts. Almost six in ten Adults 18+ (59.7%) feel the financial bailout will not solve the current economic turmoil, and as a result, 53.2% indicate they are now spending less compared to this time last year. 41.3% also plan to pull back on their holiday spending, yet another grim tale for an already uncertain December holiday season.

Do you think the proposed bailout for financial markets will solve the
current economic turmoil in the U.S.?

                     Adults 18+   Republicans   Democrats   Independents
Yes                      8.6%         9.9%         9.5%         7.0%
No                      59.7%        58.1%        58.7%        64.6%
I don't know            31.8%        31.9%        31.8%        28.4%

Source: BIGresearch, Oct 08 CIA (N=8,117)

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 8,000 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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