Networks, AP changing exit poll strategy
Oliver Solomon, of Davenport, Iowa, and his wife LaDonna arrive at the Davenport Public Library before casting their ballot for the Nov. 6th election, Wednesday, Oct. 24, 2012, in Davenport, Iowa. Early voting for the Nov. 6th election likely will set an Iowa record, as presidential candidates seek to lock-in votes in the battleground state. (AP Photo/Charlie Neibergall)
NEW YORK (AP) — A growth in early voting and tough economy for the media are forcing changes to the exit poll system that television networks and The Associated Press depend upon to deliver the story on Election Night, all with the pressure-filled backdrop of a tight presidential race.
The consortium formed by ABC, CBS, CNN, Fox News Channel, NBC and the AP is cutting back this year on in-person exit polls while upping the amount of telephone polling. This is to take into account more people voting before Nov. 6 and households that have abandoned land lines in favor of cell phones.
"It makes it trickier," said Joe Lenski, executive vice president of Edison Research, the company that oversees the election operation for the news organizations. "It means there are a lot of different pieces to keep track of."
On a perfect Election Night, Americans who are tracking results won't notice all the work being done behind the scenes. The Associated Press reports actual vote counts nationwide and news organizations use those numbers, plus the exit polls, results from precinct samples in some states and telephone polls of absentee voters to do their own race calls.
But things haven't always gone perfectly. The news organizations completely rebuilt their exit poll system after the 2000 embarrassment, when TV networks mistakenly called the race for George W. Bush when it wasn't decided until a month later (the AP mistakenly called Florida for Al Gore, retracted it but, unlike the networks, never called the overall race for George W. Bush). In 2004, early exit poll results overestimated the strength of Democrat John Kerry.
To save money this year, the consortium is doing bare bones exit polling in 19 states. Enough voters will be questioned in those states to help predict the outcome of races, but not enough to draw narrative conclusions about the vote — what issues mattered most to women voting for Mitt Romney, for instance, or how many Catholics voted for Barack Obama.
The affected states are: Alaska, Arkansas, Delaware, Georgia, Hawaii, Idaho, Kentucky, Louisiana, Nebraska, North Dakota, Oklahoma, Rhode Island, South Carolina, South Dakota, Tennessee, Texas, Utah, West Virginia and Wyoming, along with the District of Columbia.
Each is considered a non-battleground state with polls showing a strong advantage for one of the presidential candidates. Some non-battleground states will get the full exit poll for other reasons, like Massachusetts and its hotly contested U.S. Senate race between Scott Brown and Elizabeth Warren.
"What we are doing is taking our resources and using them where the stories are," said Sheldon Gawiser, NBC's elections director and head of the steering committee for the AP-network consortium.
Spending figures were not made available. News organizations have had a tough few years financially, but the consortium noted that it is interviewing a total of 25,000 voters this year, up from 18,000 in 2008.