SC Debate Could Affect GOP Race, BU Professor Says

BOSTON (CBS) -- Since the GOP field has yet to sort itself out, there is growing interest in Saturday's debate in South Carolina.

The lingering effects of Marco Rubio's poor performance in last weekend's Republican presidential debate and his subsequent fourth-place tie with Jeb Bush in the New Hampshire primary Tuesday suggests the next debate could make a significant difference.

"Unfortunately for Rubio and people who support him, he's going to be the robot," says Boston University associate professor of advertising Tobe Berkovitz, noting that people dressed up as robots at polling places in New Hampshire.

American Bridge 21st Century super PAC workers Eddie Vale, left, and Kevin McAlister and Vale wore Marco Rubio robot costumes to capitalize on New Jersey Governor Chris Christie's attack on Rubio's style and delivery of talking points. (Photo by Chip Somodevilla/Getty Images)

Berkovitz, who also serves as chairman of the Department of Mass Communication, Advertising and Public Relations at BU, discussed why GOP candidate Chris Christie's strong debate performance Feb. 6 at St. Anselm College in Manchester, New Hampshire didn't translate to a win in the Granite State.

"A lot of times, people aren't that fond of the attacker," he says.

He said the TV ratings for the debates show voters are tuning in and paying close attention to the race for the presidency.

The debate in Greenville is slated for 9 p.m. on CBS News. The next primary will be Feb. 20 in South Carolina.

WBZ NewsRadio 1030's Mary Blake reports