What's interesting here is something also brought out in one of those clips--the slick game McCain and his spokesmen are playing. Here's Carly Fiorina going around telling women McCain is with them in trying to get birth control also covered by health insurance--and since McCain's stance on this is, no doubt, not that well known, some women--the ones already positively inclined towards McCain and not willing to do research--believe her.
And if they never hear anything different, what they now think will not prevent them from voting for him.

You would hope that those for whom this is a big issue would in fact do the research--but it's not a good idea to assume anything.