Despite being overshadowed by a bizarre Clint Eastwood performance and Hurricane Isaac hitting Florida and New Orleans, Mitt Romney managed to make some progress with the American public at the Republican convention last week. But was it enough?
On the eve of the convention, Romney was four points behind Barack Obama nationally and behind the President in all but one of the thirteen personal characteristics we polled on. Following a prolonged and brutal primary campaign, Romney had to use the convention to formally introduce himself to the nation (and not just Republican primary voters). Republicans had one clear aim for the convention, to make Romney seem more “human”, more in touch with average Americans and more likeable. Our Ipsos daily convention polling for Reuters in the US shows that in that respect at least, Romney and the Republicans succeeded.
The tone of the Convention was set by the candidate’s wife, Ann Romney, on the opening day of the convention, who told the audience and the millions watching that she didn’t want to talk about “politics or policy” but wanted to focus on “love” and her “American family” with Romney. She went on to explain why she fell in love with the man she met at a high school dance … because he made her laugh. To followers of British politics this may sound trivial, but in Presidential politics, where electors are voting specifically for a candidate to the top job, strategists believe it is very important. It also seems to be seeping into British politics – remember Sarah Brown? The Ipsos/Reuters poll released on Day One of the convention, which showed that just 26% of registered voters thought Romney was likeable, compared with 54% for Obama, highlighted the problem for the Republican candidate.
Romney’s own speech had its fair share of campaign promises and attacks on President Obama, but it carefully interweaved these with stories about his family (he is a father of five and a grandfather to 18) and “American families”, his own struggles and success. Following on from his wife’s speech he spoke about the importance of love, the inspiration and lessons he has drawn on from his parents – he even joked about having better music on his iPod than his running mate Paul Ryan. The stand out section of his speech on family life is repeated below which Tim Stanley in the Telegraph described thus: “On the page it probably reads as clichéd. But in person – coming from dull old Mitt and delivered in a voice that quivered with emotion – it was a revelation”.
Mom and Dad were married 64 years. And if you wondered what their secret was, you could have asked the local florist – because every day Dad gave Mom a rose, which he put on her bedside table. That’s how she found out what happened on the day my father died – she went looking for him because that morning, there was no rose.
Romney also made a direct – and obvious – appeal to women, perhaps trying to counter the accusations that Republicans are waging a “War on Women” with proposals for anti-abortion legislation among other things. The former Governor of Massachusetts quoted his own mother in asking “Why should women have any less say than men, about the great decisions facing our nation?”
So did it work? Romney’s likeability rating went from 26% on day one to 32% at the end of the Convention. A relative success. He also saw improvements in his ratings as eloquent and will protect American jobs (both up five points) as well as: a good person, represents America, has the right values (all up four points).
However, despite these image boosts, among all likely voters Romney and Obama were level pegging, both on 45% of the vote. Candidates are expected to receive bounces after their conventions, and seven days after the beginning of the Republican convention Romney had still not moved ahead of his opponent. With the Democrats gathering in North Carolina this week, the President can expect his own bpunce, once again establishing a small lead in the national polls. There are three Presidential debates scheduled for the 2012 campaign, the first being on 3 October. These are the only remaining scheduled potential game changing moments left in the race for the White House.
Tom Mludzinski is Deputy Head of Politics at Ipsos MORI
Follow Tom on Twitter @tom_mlud
For Ipsos polling on the USA follow @ipsosnewspolls
 It is worth pointing out that women are traditionally more likely to support Democrats than Republicans in any case.