There are less than four days left until Americans pick the 45^th President of the United States. The state of the race changes so quickly that it’s difficult to keep pace with the constant shifts and swings, but just as we did in July, we at Affinity Answers can update you on the state of the Trump and Clinton brands. In that piece, published in the middle of the Republican National Convention, we used our TrueAffinity score – common engagement on social media between brand audiences – to tell you that Donald Trump is best aligned with Kanye West vs. any other music artist, while Hillary Clinton should be handing out samples of Ben & Jerry’s to woo voters who championed another Vermont favorite, Bernie Sanders.

Here are a couple of new findings, emerging since the first debate, that both campaigns would find useful as we approach Election Day.

1. Just like the polls, social affinity shows a tight race in Florida.

The candidate who has won FL in 9 out of the last 10 presidential elections has gone on to win the general election. Since the first debate, social engagers with TV stations in local markets have shown either equal TrueAffinity growth for both candidates (like Miami), or Trump or Clinton gaining in a market where the opposite party won in 2012.

2. Social affinity identifies brand-specific potential voter blocs

These organizations’ social engagers have been moving toward either Clinton or Trump since the first debate.

For marketers, social affinity “votes” are a great way to track new and potential audiences’ interest in your brand. E-mail us at hello@affinityanswers.com to find out how this can work for your brand.