Who's been more negative?

From http://andrewsullivan.theatlantic.com/the_daily_dish/2008/10/whos-been-more.html

As the presidential race narrows and becomes even more intense and haughty, those campaigning must hone in on their answers to persisting key-questions. This is shown through debates, websites, interviews, etc. What about reaching the voters who aren't as savvy/on the internet as much? A short segment striking on a fundamental issue that airs on national television is sure to spark up interest and sway a few votes.
From what I have witnessed, I feel like McCain is running a dirtier campaign than Obama. I believe it is obvious that the lack of respect McCain has for his opponent is hurting him; he tried to bring out Ayers as fuel to possibly trap Obama, and it was inconclusive and misfired. McCain referring to Obama as simply "that one" is just uncalled for, even during a heated debate. I believe that in this day and age, these campaigns are becoming less and less human.
I often talk with friends who are or are not into politics, just to see what they believe is true and to judge their values. I am a more liberal voter and I do have several friends who are strongly supporting John McCain. During the second presidential debate, I commented how it seems obvious that McCain has much contempt for Obama and is showing it in the purest form: not meeting eye contact with Obama. What I have perceived of McCain is that his rhetoric is comprised of negativity; while basing some attacks on your opponent is standard and normal for politics, I believe McCain went overboard and it has been hurting him.
My conservative friend argued that both Obama and McCain have shown incredible hostility to each other. I was fairly certain that a majority of ads that McCain has approved have been increasingly negative, although there was no way I could prove that in just speaking without the statistics. This post affirms my belief that McCain is compromised of attacks because he is not able to hone in and capture audience's attention on positive factors such as the policies he is "promising."