Amidst the hand wringing over the Mitt Romney loss is a discussion over execution of the respective campaigns and the revelation that the Obama team did a far better job in managing the most expensive part of the effort...television ads.
Team Obama, through smart buys, got more ads to more key groups for less money.
Team Romney apparently got caught up in the old mantra that "being on TV" is where you need to be.
That's what the operatives tell you. Of course they want to place ads on the large, expensive , old line local TV stations because its an easy way to land their 15% commission. Just walk into any TV station and say "I think I should be on TV" and see what they charge you.
That's what happened in the one high profile local race where ad venues like radio was spurned and dismissed by the "professionals" buying a ton of TV in markets where most viewers didn't even live in the district.
The Romney campaign lost on message and organization. They certainly had the money to compete.
Romney campaign’s TV ad strategies criticized in election postmortems - The Washington Post