Huckabee’s Strong Regional News Media Coverage Boosts Election Results

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Virtually Ignored by the National Media, Huckabee’s Election Results Strong Enough to Drive Romney from the Race and Embarrass McCain

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Detailed, weighted media measurement on a regional level allows for an accurate analysis of easily overlooked but incredibly impactful trends

Biz360® Inc., the leading provider of media and market intelligence solutions, today released analysis showing that in several contests on Super Tuesday and last Saturday, where Mike Huckabee’s regional media signal exceeded his national average, he won or placed second – enough to spoil Mitt Romney’s chance of winning the GOP presidential nomination and deliver embarrassing defeats to John McCain.

Media signal is an analysis of the volume of media coverage that has been weighted with regard to circulation, viewers and online site visitors, as well as the prominence of the media mention. Most media coverage data simply reflects the counting of mentions in newspaper articles, TV segments and online posts. Biz360 continuously monitors millions of global news media sources, including both traditional and social media in English and non-English languages, for relevant insights and trends to help improve strategic decision-making.

Though never out of the limelight completely in the 14 days leading up to Super Tuesday, Huckabee’s national media signal was only 14% - ranking him a distant third when compared to GOP frontrunners McCain and Romney.    

However, in several states such as Georgia, Tennessee and Missouri where his share of media signal among GOP candidates rose well above his national average baseline of 14%, Huckabee pulled out a win or placed a close second – most likely pulling crucial conservative votes away from Romney.

With Romney’s exit from the race after Super Tuesday, Huckabee’s national share of media signal among GOP candidates rose from 14% to 27%, compared to McCain’s 73%.

In the Kansas and Louisiana Republican contests on Saturday, Huckabee’s regional share of media signal among GOP candidates was higher than his national average baseline. He won both states.

Notable is Huckabee’s regional share of media in Virginia, one of the upcoming Chesapeake contests tomorrow. Analysis shows his regional media share is higher than his national media share which might indicate another Huckabee victory or, at the very least, a close second.

The following statistics are based on analysis of U.S. media sources for the two weeks prior to Super Tuesday and the two weeks prior to the Kansas and Louisiana contests, conducted by Biz360 and Upstream Analysis, a Washington, D.C.-based media landscape analysis company.    

Super Tuesday / Huckabee’s National Share of Media Signal: 14%
-In Georgia, Huckabee’s share of media signal among GOP rivals was 25%, far above his national medial signal of 14%. Huckabee won Georgia with 34% of the vote (McCain, 32%; Romney, 30%)

  • In Tennessee, Huckabee’s share of media signal was 19%, significantly above his national media signal of 14%. Huckabee won with 34% of the vote (McCain, 32%; Romney, 24%)
  • Likewise in Missouri, Huckabee’s share of media signal was 19%, significantly above his national media signal of 14%. Huckabee very nearly won Missouri with 32% of the vote (McCain, 33%; Romney, 29%)
  • As a point of comparison, in New Jersey Huckabee’s share of media signal was only 11%, significantly less than his national media signal of 14%. Huckabee lost New Jersey garnering only 8% of the vote (McCain, 55%; Romney, 28%)

Saturday, February 9th (Post-Romney) / Huckabee’s National Share of Media: 27%

  • In Louisiana, Huckabee’s share of media signal was 34% among GOP rivals, significantly above his national media signal of 27%. Huckabee won Louisiana with 43% of the vote (McCain, 42%)
  • In Kansas, Huckabee’s share of media signal was 28%, slightly above his national media signal of 27%. Huckabee won Kansas with 60% of the vote (McCain, 24%)

Tomorrow: Virginia

  • In Virginia, Huckabee’s regional share of media signal is currently 29%, above his national media signal of 27%, which indicates the race between he and McCain will be close

“Detailed, weighted media measurement on a regional level allows for an accurate analysis of easily overlooked but incredibly impactful trends,” said Tony Priore, chief marketing officer for Biz360, Inc. “Super Tuesday and the contests afterward demonstrate how a seemingly small competitor can pose a significant threat. Checking Mike Huckabee’s regional media signal might have shown the Romney and McCain campaigns where to focus their resources for the greatest impact.”

To view charts and graphs showing data on Democratic and Republican presidential candidates, visit our MarketIQ blog post on this topic at http://marketiq.biz360.com

About Biz360
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 http://www.biz360.com.

Media Contact:
Tony Priore
(847) 291-9169
Biz360, Inc.

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