Sunday, April 20, 2008

Are Your Listeners So Loyal They Tell Their Friends About You?

I love this poll from Phil Rist of Big Research in Columbus on the political candidates. It seems like a very good gauge of strong loyalty.

The Net Promoter® Score* (NPS) has been called the “ultimate question” that can determine a company’s future. So what happens when you apply the NPS to the 3 major presidential candidates? BIGresearch did just that by asking more than 8,000 respondents to their April Consumer Intentions and Actions Survey to rank the candidates using the NPS and the results were compelling.

Here is how the NPS works: respondents are 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 how each of the major presidential candidates ranks according to their NPS among all consumers and by political party.

Obama Clinton McCain
-48.8% -52.3% -56.0%
-13.4% -10.8% -82.2%
-84.0% -89.3% -9.1%
-51.9% -63.0% -65.5%

Source: BIGresearch, April 08 CIA
*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

Clinton scores better than Obama among Democrats.

Interestingly, McCain has a better score within his own party than either Obama or Clinton do within their party which may be due to the competitive nature of the Democratic primary. McCain also scores better with Democrats than either Obama or Clinton do with Republicans which indicates more Democrats are likely to promote him than Republicans promote Obama or Clinton.

23% of respondents align themselves with the Independent Party, and candidates are aware that these are the votes crucial to their success. Obama is the candidate most likely to be recommended by an Independent. His NPS is considerably higher (-51.9%) when compared to Clinton’s (-63%) or McCain’s (-65.5%).

To view data tables for presidential candidates’ NPS, please click here:

What would your listeners say if they were asked if there's a radio station or personality that they enjoy so much that they tell their friends?

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