Every election cycle the media is criticized for focusing too much of its news coverage on the questions of who is ahead and who is behind.  This is particularly the case during presidential elections.  Election polls, which are released with increasing frequency as the campaign period progresses almost always include a “horserace” question. These results allow news organizations to report on the latest information, but can create the perception that the coverage is only focused on the horserace.

Many polls can tell you more than which candidate is ahead. Election surveys provide important windows into the electorate and help to enhance and expand understanding of the factors shaping the election and its ultimate outcome.  In this section, we explore some of these opportunities, with a particular focus on how you can use polling differently in your coverage throughout various stages of the election cycle.  We also will explore the important role exit polls play in framing our understanding of election outcomes and how they are conducted.