Obama Media Impressions Up 200 Percent after Iowa, Not Enough to Take New Hampshire
Tight Contests and Surprise Victories Continually Shift Media Attention Among Candidates
SAN MATEO, Calif. — January 14, 2008 — Biz360® Inc., the leading provider of
media and market
intelligence solutions,
today released
media analysis
of the Iowa caucus
and
New Hampshire primary
showing Barack
Obama up 200 percent
in
media impressions
compared to his
three week average
leading
up to the Iowa
contest.
While the short-term
spike was not enough
to also bring Obama
a win in New Hampshire,
prolonged media
attention can provide
candidates
with much needed
exposure in a crowded
political
landscape.
Mike Huckabee's weekly media impressions grew by a factor of ten from early November
through the week
of his January
3, 2007 Iowa caucus
win. Having overtaken
Mitt Romney and
other GOP hopefuls
in media impressions
three weeks prior
to the nation's
first caucus, Huckabee's
public relations
efforts clearly
produced results
for the candidate.
After losing the
New Hampshire primary
to John McCain,
the media's attention
quickly shifted
from Huckabee to
McCain, who has
been receiving
the majority of
GOP candidate media
impressions since
the primary on
January 8, 2007.
This is the first
time McCain has
generated more
media impressions
than other GOP
candidates since
July 2007.
Media
attention has closely
followed tight
contests and surprise
victories and the
party with the
best internal race
stands to benefit.
Hillary Clinton
and Barack Obama
have captured 77
percent of all
candidate media
impressions in
the past three
months. Clinton's
recent win among
Democrats in the
New Hampshire primary
will help that
party continue
to dominate political
media impressions.
McCain's New Hampshire
win over Huckabee,
however, ensures
that both races
move forward with
no clear leader.
Analysis
of blogs more closely
resembles voter
outcomes. For example,
Clinton's share
of blogger media
impressions among
all presidential
candidates has
steadily declined
from 42 percent
to 21 percent over
the seven weeks
prior to the Iowa
caucus. Barack
Obama closed the
gap between him
and Clinton from
21 points to four
points prior to
the Iowa caucus.
Since the New Hampshire
primary, they are
within one point
of each other.
McCain
maintained a 2-3
point lead in share
of blogger media
impressions over
other GOP candidates
last week, but
there was a decisive
18-20 point lead
in share of discussion
on Clinton and
Obama versus other
presidential candidates.
"In
a crowded field
of candidates,
earning the lion's
share of media
exposure over the
long term can help
build familiarity
and trust among
the public," said
Tony Priore, chief
marketing officer
for Biz360, Inc.
"Tight races and
surprise victories
may not be in the
control of each
individual candidate,
but the media attention
that results benefits
the party as a
whole," he said.
About Biz360, Inc.
Biz360 delivers media and market intelligence
solutions to Global 2000 business decision makers, providing
them with a 360-degree view of their marketplace. The company
gathers and analyzes the vast amount of traditional and social
media about an organization, its brands, its competitors and
its products to deliver real-time insights that help our clients
shape market perception, respond to competitive threats, evaluate
trends and issues and improve the return on their marketing
investments.
Our clients include industry-leading,
global companies, such as AAA, Aetna, AstraZeneca and Sun Microsystems.
Biz360 can be reached at 866.424.9360 or www.biz360.com.
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