SOURCE: BIGresearch

June 13, 2008 09:39 ET

BIGresearch Asks Americans Which Presidential Candidate They Would Recommend to a Friend

Who Will Clinton Supporters Promote?

COLUMBUS, OH--(Marketwire - June 13, 2008) - For the past several months, BIGresearch (http://www.bigresearch.com) has asked more than 8,000 respondents in their Consumer Intentions & Actions Survey to rank the presidential candidates by using the Net Promoter® Score* (NPS). In June, it's interesting to see how Clinton promoters are shifting their recommendations as she suspends her campaign.

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 the last two months according to their NPS among all consumers and by political party.

                        Obama
                 April    May    June
All             -48.8%  -51.3%  -42.9%
Democrats       -13.4%  -17.3%   +1.6%
Republicans     -84.0%  -85.0%  -84.7%
Independents    -51.9%  -57.0%  -50.6%

                        Clinton
                 April    May    June
All             -52.3%  -52.9%  -53.0%
Democrats       -10.8%  -12.8%  -14.3%
Republicans     -89.3%  -88.4%  -88.0%
Independents    -63.0%  -63.3%  -61.7%

                        McCain
                 April    May    June
All             -56.0%  -58.9%  -53.0%
Democrats       -82.2%  -86.4%  -83.0%
Republicans      -9.1%  -10.0%   -2.1%
Independents    -65.5%  -69.9%  -63.3%


Source: BIGresearch, April 08 CIA (N=8180), May 08 CIA (N=8347)
 & June 08 CIA (N=8351)
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix
 Systems, Inc., Bain & Company, and Fred Reichheld

Among Democrats, Clinton's exit has pushed Obama's rating into the positive; the first we've seen so far (+1.6% v. -17.3% in May), while Clinton declined one and a half percentage points (-14.3% v. -12.8% in May). Clinton's departure helped McCain slightly among Democrats (-83% v. - 86.4% in May).

Until June, McCain maintained a better score within his own party than either Obama or Clinton did within their party. But now as the only contender, Obama fares better among Democrats than McCain does among Republicans.

Obama and McCain are gaining equal parts among Independents; however, Obama scores higher. Clinton's score improved.

McCain scores better with Democrats than Obama does with Republicans, indicating more Democrats are likely to promote him than Republicans promote Obama. He also scores better than Clinton given the same scenario.

To view data tables for presidential candidates' NPS, please click here: http://info.bigresearch.com/

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. http://www.bigresearch.com

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