Romney is running TV ads in South Carolina before his Republican competitors.
COLUMBIA, South Carolina (CNN) - Former Massachusetts Governor Mitt Romney is up with his second television ad in as many weeks in South Carolina, hoping to boost his sagging poll numbers here.
The ad, entitled "Tested, Proven," emphasizes Romney's conservative credentials on issues such as immigration and gay marriage. The ad is not new - it first started running in Iowa, New Hampshire and on national cable channels in late May.
Romney became the first Republican candidate to advertise in South Carolina on September 5 with a "significant" ad buy, according to Romney spokesman Will Holley. That ad, "Energy," depicts Romney jogging while the narrator touts Romney's business and management experience.
Why Romney leads in other states but trails here is unclear. Some Republican political consultants have suggested that Romney's Mormonism is his Achilles heel in a state where conservative Christians dominate Republican primary voters. Others simply think his Massachusetts pedigree simply does not resonate among southern voters (although the New Yorker in the race, Giuliani, has continued to lead state polls).
At the same time, several religious leaders in South Carolina have told CNN that they think Romney "lines up" on the issues that matter to them.
- CNN South Carolina Producer Peter Hamby