President Barack Obama and 2012 GOP presidential nominee Mitt Romney employed very different cable ad strategies in the final weeks of last year's election season, and Obama's more sophisticated use of targeting in key states helped deliver a victor in November, analysts say. Cable ad spending by the campaigns more than quadrupled to $650 million in 2012. "My impression was there was much more examination and analytics done with the Obama campaign. The Romney campaign had the same rigid schedule in every state," said Timothy Kay, political director for NCC Media.
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