California GMO Labeling Supporters Confront $41 Million Opposition and 13-Point Poll Slide | PR Watch

California GMO Labeling Supporters Confront $41 Million Opposition and 13-Point Poll Slide | PR Watch:

2012: California #GMO Labeling Supporters Confront $41 Million Opposition and 13-Point Poll Slide #YesOn522 #RightToKnow #LabelsMatter #GMOS

California Proposition 37 to label foods containing genetically modified organisms (GMOs) is up for a vote on Tuesday, November 6. It enjoyed broad popular support as of September, with a USC Dornsife/Los Angeles Times poll showing support by 61 percent of registered voters.

But in the two weeks following that poll, support dropped to 48 percent, according to a poll done by Pepperdine University School of Public Policy and the California Business Roundtable.

What explains the 13 point slide?

Multi-Million Dollar Ad Blitz Changes Minds

Between one poll and the next, voters saw the start of what the Los Angeles Times called a "major television advertising blitz by opponents aimed at changing voters' minds on the issue."

How big of an advertising blitz? $41 million in campaign contributions have been made to the "No on 37" campaign, according to the Los Angeles Times. The campaign paid Winner & Mandabach Campaigns, a political campaign management and advertising firm specializing solely in ballot measures, $14.7 million for "TV or cable airtime and production costs" in September.

No On 522 Campaign Expenses: Winner & Mandabach Campaigns

8/27/2013 $124,407.87 PRODUCTION EXPENSES.
8/27/2013 $64,524.82 PROFESSIONAL FEES AND EXPENSES.
8/23/2013 $55,336.82 PROFESSIONAL FEES AND EXPENSES.
8/15/2013 $10,000.00 ADVANCE ON MEDIA PRODUCTION
7/15/2013 $75,792.04 PROFESSIONAL FEES AND EXPENSES.
7/29/2013 $60,000.00 ADVANCE ON MEDIA EXPENSE.
5/31/2013 $55,827.77 PROFESSIONAL FEES AND EXPENSES.
6/3/2013         $53,789.91 PROFESSIONAL FEES AND EXPENSES.

Source: Public Disclosure Commission