They make up only a sliver of the electorate, roughly 4 to 7 percent. We’re talking 1 million to 2 million people at the most, in just a handful of critical states. They tend to be younger, female, and clueless about politics.
They are the undecided. Better yet, they could be the deciders—the voters who pick the winner of the presidential election in an increasingly polarized environment. Some polls suggest there are fewer fence-sitters in 2012 than in recent elections, yet this race will see record-setting spending of at least $2.5 billion by the campaigns, national parties, and other political groups. Â
Much of what the campaigns do is geared toward getting the attention of these indifferent and far-flung individuals. Obama and soon-to-be Republican nominee Mitt Romney will spend nearly all of their time in less than a dozen states that are truly up for grabs. Their television ads are carefully designed to win over the wishy-washy and the disengaged. Watch Obama calmly appealing to undecided voters in one oft-running ad: “Sometimes politics can seem very small. But the choice you face couldn’t be bigger.”