As for Brown's chances up against a 2 to 1 Obama win in MA, recall that John Volpe was elected Governor there in 1960 when JFK handily defeated Nixon, and, after losing to Peabody in 1962, was elected again in 1964 while LBJ was drubbing Goldwater. They know how to split tickets in Massachusetts, so I don't count Brown out.
That was 50 years ago and for a state race, not federal. If we know how to split tickets, we haven't shown it since 1992 and a couple of House elections. Note that Brown won in 2010 with virtually no ticket splitting. While he has some Obama votes in 2012, sure, in 2010 he got no more votes than McCain did in 2008.
The 1996 election is more relevant, I think.