The majority of spending on both sides was for TV and radio ads. So yes, TV and radio advertising does matter to me most.
But why should the cost of an item directly correlate to its
importance? Direct voter contact, preferably in person, is more effective than tv advertising in general, but it doesn't show up on your balance sheet because you have volunteers doing it instead of having to cut a check to the tv station. Similarly, ground organization on election day and the days leading up to it won't equate to advertising in dollar values alone.
I think it's an especially big leap to say that the mix of campaign efforts, tv vs. call centers, was a factor here, given that it's not as if people have found any combination that leads to a pro-marriage equality outcome in a referendum yet.
