As campaigns work to connect with a relatively small group of uncommitted voters, they disproportionately target much of their advertising, and spending, to what amounts to less than 20% of voters in any given state. With this focus, it’s typical for campaign strategists to consider broadcast budgets first, with major networks getting large viewership and the most eyes on their ads. Three competing tensions at play with this strategy should make campaigns reconsider their final spending as November approaches.
