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.