Five days before the election, she saw a sudden negative backlash according to an Ipsos-Reid poll, with Liberal support sitting at 37 per cent among decided voters while support for Marois and the PQ went down four points to 28 percent. However, the polls had already turned against the PQ after media magnate Pierre Karl Péladeau joined the party ticket. Péladeau's past history as a union-buster didn't play well in a province that was 40 percent unionized, and didn't seem to mesh with the social democratic PQ. At the same time, his call for a third referendum on sovereignty turned off voters who weren't willing to vote on the issue again. According to "The Globe and Mail," the PQ's polling numbers flatlined after Péladeau entered the campaign and never recovered.