PRIME Minister Kevin Rudd has vowed to keep fighting after another poll showed Labor faced a landslide election loss on September 7.
Labor's primary vote has dropped in each of the three Newspolls taken since the election was called two weeks ago, slumping to a lowly 34% in the latest survey.
Conversely, primary support for the Coalition has jumped three points in two weeks to 47%.
Using preferences from the 2010 election the Coalition holds a commanding 54-46% two-party-preferred lead, a national swing of 4%.
If that swing is replicated on election day Labor stands to lose as many as 14 seats, including former treasurer Wayne Swan's seat of Lilley and Capricornia.
The Newspoll came after a JWS Research poll of six marginal seats showed Labor was trailing in all six, while a Galaxy survey showed primary support for Labor was continuing to slide.
Speaking this morning, Mr Rudd used a football analogy to explain Labor's current predicament.
"This is a fight worth having and if you looked at my political career in the past, it hasn't always been easy and I've been written off many, many times before," Mr Rudd said on Sunrise.
"Kochie (Sunrise host David Koch)and I were at the football on Saturday - Kochie, in this campaign, we are still in the second quarter. There's a way to go yet."
Mr Rudd also defended Labor's latest TV ad, which claimed a Coalition government would cut jobs and services.
It came after the release of two attack ads last week and appeared to contradict Mr Rudd's call for an end to negative politics.
He argued the Labor ads were a response to a string of "negative ads" from the Coalition.
"What I said is that our ads would be policy based, I stand by every one of those examples put in that spotlight advertisement. You know why, because this affects real people's lives, this is not about negativity, it's about accountability," he said.
"If you were in the firing line for two weeks of wall-to-wall negative attacks on yourself, you know something, it would probably have an impact on what people thought about you. Now, we're returning fire and we're returning fire based on policy facts."
ALP 37% primary vote
2PP: Coalition 52-48%
2PP: Coalition 52-48%
2PP: Coalition 54-46%
*Newspoll results since the beginning of the election campaign
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