The rest of this election may yet vindicate Andrea Horwath’s decision to bring down the Liberal government over a left-of-centre budget, then run on a populist agenda that bears little resemblance to her party’s traditional one.
But there’s no way around it: The first survey conducted in our Listening Post project with Innovative Research Group produced a lot of warning signs for the NDP.
One perception New Democrats really want to avoid in any campaign is that a vote for them is wasted, because it’s a two-way race between the Liberals and Progressive Conservatives. That’s especially the case in this one, when voters on the centre-left are frightened by the prospect of Tim Hudak winning (more on that in a subsequent post). But the survey suggests that the NDP is very much at risk of being counted out, even by many people who self-identify as New Democrats – let alone Liberals Ms. Horwath might want to win over, or unaligned voters who might be up for grabs.
Here’s what respondents had to say when asked if they agree with the statement that “This election is really a two-horse race, only the Liberal and the Conservatives have a real chance of forming government”:
SOURCE: Innovative Research Group
If Ms. Horwath is indeed having trouble being taken seriously as a potential premier, it might have something to do with getting noticed a lot less than the other two leaders.
While 79 per cent of respondents said they had “read, seen or heard” something about Ms. Wynne and her party “in the last few days,” and 78 per cent said the same thing about Mr. Hudak and his, only 52 per cent answered in the affirmative when it came to Ms. Horwath and hers. And as you can see, she and the NDP were noticed less by every vote group, including New Democrats:
SOURCE: Innovative Research Group
The lifting of the advertising blackout around the time this survey ended, combined with other factors such as Monday’s northern debate with Ms. Wynne and the regular leaders’ debate next week, should help Ms. Horwath get noticed a little more easily. But there’s another potential problem, which is that she did make an impression on our respondents, it didn’t seem to be a very good one.
Consider how she stacked up to Ms. Wynne, with whom she’s fighting for left-of-centre votes, on that front. Here’s how Liberals, New Democrats and unaligned voters – those who reported noticing the leaders and parties in question, which admittedly gets us into some fairly small sample sizes – responded when asked if what they’d seen, read or heard made them more or less likely to vote for a particular party:
Likelihood to vote Liberal
SOURCE: Innovative Research Group
Likelihood to vote NDP
SOURCE: Innovative Research Group
The relatively good news there for Ms. Horwath is that about as many New Democrats and unaligned voters seemed to respond well to her message when they heard it as Liberals and unaligned voters did to Ms. Wynne’s. But the NDP Leader’s negatives are higher with every group. And perhaps more importantly, Ms. Wynne showed more crossover appeal with New Democrats than Ms. Horwath did with Liberals
To underscore that potential crossover appeal, and maybe some of Ms. Horwath’s other challenges as well, here’s a last bit of data out of this survey for now – one that takes us back to how this election launched.
On the question of whether what they “read, saw or heard” about the Liberals’ budget – the one that Ms. Horwath decided to bring the government down over – made them more or less likely to vote Liberal, here’s how each group responded.
Likely to vote Liberal
SOURCE: Innovative Research Group
It’s worth noting that only 51 per cent of New Democrats said they’d read, heard or seen anything about the budget, which is a smaller share than with supporters of the other parties. It’s also a good reminder that none of this is to say views have hardened to the point where Ms. Horwath couldn’t lead her party to a very good finish.
It’s also possible that in their own public-opinion research, the New Democrats are finding other metrics that offer encouragement about how things have gone so far. But this survey suggests they’ve at least got some fairly serious issues to overcome.
(As parties get more sophisticated in targeting messages to individual voters, we want to get as many people as possible involved in helping us keep track of those messages and how they’re delivering them. If you’d be willing to help us tell the story of this campaign by keeping a campaign diary to let us know who contacted you and uploading campaign material, or maybe giving your reaction to ads, issues and events, you can sign up for the Listening Post Network here.)