SOURCE: BIGresearch

September 12, 2008 12:09 ET

BIGresearch: Gloves Are Off in the Presidential Campaign and More Promoters Are Getting the Word Out About Their Candidate

McCain Maintains Lead Over Obama

COLUMBUS, OH--(Marketwire - September 12, 2008) - McCain's VP pick appears to be packing a punch in more ways than one as McCain's Net Promoter Score* (NPS) has increased over 13 points since last month, according to BIGresearch's (http://www.bigresearch.com) September Consumer Intentions & Actions Survey. With double-digit gains, McCain has the better score among all adults as well as registered voters; however, Obama has made significant advances as well.

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

                              Obama                  McCain
                        August    September    August    September
All Adults              -44.4%     -35.1%      -45.9%     -32.6%
Registered Voters       -43.2%     -33.3%      -41.9%     -27.9%
Democrats                +3.9%     +22.0%      -83.3%     -78.0%
Republicans             -85.6%     -86.3%      +13.1%     +36.9%
Independents            -53.1%     -47.0%      -56.4%     -38.6%
Undecided Voters        -89.9%     -86.7%      -90.3%     -86.8%
Women                   -43.3%     -32.0%      -51.9%     -37.6%

Source: BIGresearch, & Aug 08 CIA (N=8582) & Sep 08 CIA (N=8167)
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix
 Systems, Inc., Bain & Company, and Fred Reichheld

For complimentary results, please click here: http://info.bigresearch.com/

Obama doesn't do as well with Republicans (-86.3%) as McCain does with Democrats (-78%). Nor does he do as well within the Democratic Party (+22%) as McCain does among Republicans (+36.9%).

McCain (-38.6%) is much stronger among Independents than Obama (-47%), who are likely the key to the election. Among those who are undecided about who to vote for, the candidates are virtually tied.

The addition of Palin appears to have helped McCain among women. McCain currently has a NPS of -37.6%, compared to -51.9% in August.

By calculating the NPS, candidates can track their Promoters and Detractors and get a clear understanding of the percentage of people likely to recommend them to a friend. Promoters matter because they use word of mouth to help secure much needed votes in a tight election.

If the Presidential Election were held today, who would you vote for?

               All       Registered    Voted in
               Adults    Voters        2004       Republicans   Democrats
John McCain    40.3%      41.2%        43.2%      79.8%         12.1%
Barack Obama   39.7%      38.9%        37.6%      7.5%          71.2%

Source: BIGresearch, Sep 08 CIA (N=8167)

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. http://www.bigresearch.com

Contact Information

  • Contact:
    Chrissy Wissinger
    BIGresearch
    450 West Wilson Bridge Road
    Suite 370
    Worthington, Ohio 43085
    (614) 846-0146
    Email Contact