Planned Parenthood Anti-Romney Ad Making Impact

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A Planned Parenthood Action Fund ad calling Mitt Romney “out of touch and wrong for women” is having an impact, a polling memo from the Democratic Hart Research firm shows. The ad buy last month was a modest $1 million in three targeted media markets: West Palm Beach, Fla., Des Moines, Iowa and Northern Virginia. A significant number of the women who saw it was swayed by the ad. 

Hart Research Associates performed focus groups before and after the ad flight with women in West Palm Beach and Des Moines. In the Florida group, support for President Obama over Mitt Romney jumped 17 percentage points among those who recalled the ad; in Des Moines, the number was even higher at 28 percentage points.

61% of  women voters in West Palm Beach and 70% of women voters in Des Moines say they definitely or may have seen the ads, including fully 50% of women in West Palm Beach and 55% of women in Des Moines who definitely recall  seeing  the  ads. This  level  of  recall  is  considered  excellent  by  any standard.  

 

More  than  three-quarters  of  women  in  both  markets  who  recall  seeing  the ads  say  it  gave  them  major  or  some  concerns  about  Mitt  Romney  (76% major/some concerns in West Palm Beach, 77% major/some concerns in Des Moines).  

The ad stressed Romney’s support of defunding Planned Parenthood, overturning Roe v. Wade and his non-position on equal pay legislation. 

h/t Politico

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