 Among respondents not identified with either major political party, McCain was judged the night’s winner, 51-42 percent.Obama’s most important lead may have come among Hispanic voters, who said he bested McCain by a 50-36 percent margin.Bruce Merrill, professor of media and mass communications at Arizona State University, claimed, "I really think that [McCain's] negativism, the attack mode was one that does not play well with women and independents."