The gender-based division is weird. Wouldn't democrats trying to reduce their disadvantage with men just be as effective as increasing their margin with women? And vice versa?
The data seems to go back to the primaries, when you would expect Democrats to try to appeal to their base on networks like MSNBC and Lifetime and Republicans on Fox News. But it's probably all about rallying the base. Even after the primaries, though, Republicans are still more likely to advertise on Fox News and Democrats on MSNBC. According to the last chart, CNN still gets more Democrat ads than Republican ones.