Take this with a grain of salt, since I don't remember which poll measured this, but I recall reading in 2012 that for every two Obama 08 voters that he lost, Obama gained one McCain voter.
Well, in most years they ask on the exit poll "Who did you vote for in the last election?", so supposedly we know the answer. But as I said, not everyone tells the truth about whether they voted last time and who they voted for.
However, I just looked up the 2012 exit poll, and didn't see the "Who did you vote for last time?" question in there at all. Is it there, but I missed it? Because it's something they've asked in every other GE exit poll since at least the 90s, so it would be weird if they dropped it in 2012.