Manchin said on the show he thinks the NRA leadership has changed.
"West Virginia, you know me. You know I haven't changed, and I've always fought for our gun rights," Manchin says in the ad.
When asked about recent Bloomberg statements calling for donors to stop sending money to Democrat senators who voted against Manchin's measure, Manchin said, "I'm not going to second guess the mayor."
Although he's confident West Virginians support him and increased background checks, Manchin said he's not afraid to risk losing his seat in continuing to fight for the measure.
"The worst they can do is defeat me and send me home to my family and my state that I love, West Virginia," Manchin said in the television interview.
"That's a pretty good consolation. What are we afraid of?"
Manchin did not say if or when he would try to reintroduce the measure.
He was not the only member of the national delegation to spend ad money this week.
U.S. Rep. Shelley Moore Capito, R-W.Va., also made a "small cable buy" to show an ad celebrating West Virginia's sesquicentennial, said a campaign adviser. Using funds from her campaign for U.S. Senate, the ad is set to run during the weekend across the state.
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