This week, the BBC reports on the US Presidential this week have been consistently reporting the race “neck-and-neck”. This assertion is grounded on opinion polls: the latest BBC report trumpets an ABC News poll which places both candidates on 48% of the vote.
The problem is, one poll does not tell the whole story. Each polling outlet has a slightly different methodology which skews the results. For example, some poll only ‘likely voters’ and some ask everyone; some pollsters call cell-phones, while others use only landlines.
As a foreign media outlet, the BBC is not covering the race with the granularity of the domestic US media.
Rather than report the result of one poll, The corporation would do better to report on the polling averages between polling outfits, and the trend-lines of generated by each pollster over a given period. Both these macro views look better for President Barack Obama, whose polling in the last fortnight has been improving. More importantly, State Level polling shows the President ahead in battleground states like Ohio. Poll analysis site Five Thirty Eight (hosted by the New York Times) models the election on this basis, and is currently putting the chances of an Obama win at 85%.
This does not mean that Obama is coasting towards a second term. Governor Mitt Romney could still win. But given the totality of the polls, President Obama can be said to have the advantage. The situation does not really warrant the metaphor “neck-and-neck” which suggests either horse is equally likely to win. In the betting markets, Barack Obama is the clear favourite. He hasn’t won, but he is ahead.
So why does the BBC cherry-pick a single poll as its headline? Simples: “neck-and-neck” is a more sensational headline than “Obama ahead”. And the more sensational headline will deliver more viewers on Election Night.