In-depth results from that poll, measuring reaction to the Swift Boat Vets ad today, are available here in PDF form. An interesting nugget:
In the most important aspect of advertising – effectiveness – the Swift Boat ad significantly outperformed the Kerry ad. Not only did Independent viewers consciously attest to the persuasiveness of the Swift Boat ad, but they also reconsidered intentions to vote for Kerry at startling levels after viewing the video. In overall persuasiveness, Independents were more convinced by the attacks of the Swift Boat ad than by the supporting message of the Kerry ad. 53.89% of Independent viewers agreed to some extent that the Swift Boat ad was persuasive. Meanwhile, 43.25% felt so about the Kerry ad. Also, the Swift Boat ad managed to outperform the Kerry ad yet again in the intensity with which viewers accepted its message. 15.03% of Swift Boat ad viewers chose the strongest level of agreement with the notion that the ad is persuasive, while only 7.30% of Kerry ad viewers did so.
http://www.nypost.com/news/nationalnews/27075.htm