If it were true (fox has picked it up) it would matter because it would sway the middle, a 5% change can make a "landslide" because you could theoretically win every state and get less than 50% of the popular vote (there are some states that screw with their electorial votes but this holds in general). It doesn't really matter what the extreme 35% thinks on either side, it just matters if they convince the middle to believe them.
I don't believe it yet though.