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January 22, 2012 3:06 PM

Primaries show negative campaign ads work

In five polls taken over nine days through Jan. 12, Romney had an average of 29 percent support with Gingrich netting 20.2 percent. When the ballots were cast Saturday, after a 10-day barrage of anti-Romney ads that South Carolina political analysts and consultants said was unique in its volume and intensity, Gingrich won with 40.4 percent of the vote, while Romney garnered 27.8 percent.

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