The Conservatives began the campaign period with a policy-per-day strategy, contrary to the Liberal plan of holding off major announcements until after the Christmas holidays, so Harper dominated media coverage for the first weeks of the election. Though his party showed only modest movement in the polls, Harper's personal numbers, which had always significantly trailed those of his party, began to rise. In response, the Liberals launched negative ads targeting Harper, similar to their attacks in the 2004 election. However, their tactics were not sufficient to erode the Conservative's advantage, although they did manage to close what had been a ten-point advantage in public opinion. As Harper's personal numbers rose, polls found he was now considered not only more trustworthy, but a better choice for prime minister than Martin.