Posted Wednesday, September 26, 2012 --- 1:45 p.m.

WASHINGTON (AP) -- A conservative political action committee is launching a $10 million campaign to sway voters who backed President Barack Obama four years ago to now support his Republican challenger, Mitt Romney.

The Ending Spending Action Fund, bankrolled by billionaire Joe Ricketts, is airing 30-second ads on national cable and television in Virginia, Ohio, Iowa and Wisconsin. The ads with former Obama supporters are coupled with radio and online advertising, direct mail and door-to-door voter contact programs led by former Bush White House political director Sara Taylor Fagen.

Ending Spending Action Fund president Brian Baker said Wednesday the television ads would begin on Thursday. Those ads were produced by Stephen K. Bannon, the filmmaker behind Citizen United's recent documentary featuring disaffected Obama supporters.

Ricketts is the founder of Nebraska-based TD Ameritrade Securities.

Copyright 2012. The Associated Press.