Back in June, 4thEstate published a post on the bench strategies used by the Obama and Romney campaigns. Today, we are looking at the behavior of the Romney and Obama benches this fall.

Obama Team VoiceShare Distributed Among a Handful of Major Players

Chart shows percentage of statements from members of the Obama campaign team broken down by newsmaker and sentiment.  Statements from Barack Obama excluded from data set. Time frame is September 1-October 31.

Chart shows percentage of statements from members of the Obama campaign team broken down by newsmaker and sentiment. Statements from Barack Obama excluded from data set. Time frame is September 1-October 31.

Among members of Obama’s campaign, Biden has unsurprisingly had the highest VoiceShare. Almost 30% of statements from the Obama campaign team from September 1-October 31 have come from Biden. This is due to the amplification of quotes from the VP debate on October 11. Biden played the role of a vicious attack dog, with the majority of his statements this fall being negative to Romney. Other major newsmakers in the Obama campaign have been David Axelrod, Michelle Obama, Stephanie Cutter and Robert Gibbs. All four of those newsmakers each have over 5% of the VoiceShare among Obama campaign team members.

Paul Ryan Has Been the Main Messenger for Romney

Chart shows percentage of statements from members of the Romney campaign team broken down by newsmaker and sentiment.  Statements from Mitt Romney excluded from data set. Time frame is September 1-October 31.

Chart shows percentage of statements from members of the Romney campaign team broken down by newsmaker and sentiment. Statements from Mitt Romney excluded from data set. Time frame is September 1-October 31.

For the Romney campaign, the bench has not been as deep this fall. Paul Ryan unsurprisingly has the highest VoiceShare among Romney campaign team members with 41.1% VoiceShare. Compared to his counterpart, he has played a larger role within the campaign with 13.3% more campaign VoiceShare than Biden. Similar to Biden, he has been an attack dog, with the majority of his statements having been negative to Obama. Following Paul Ryan, anonymous statements from the Romney campaign (Romney Campaign Statements & Unnamed Romney Statements) have been most common, making up 14.2% of the Romney campaign VoiceShare in election coverage since September 1.

Other than Paul Ryan, no other identifiable member of the Romney campaign has more than 4% of the campaign VoiceShare. This contrasts with the Obama team, where in addition to Biden, four Obama campaigners each have between 5-16% of the Obama campaign VoiceShare. The Romney campaign has been carried mainly by Romney and Ryan, whereas the Obama campaign has had more newsmakers step in and write the narrative.