President Barack Obama’s team used cable TV to outmaneuver Mitt Romney’s campaign in the final days before the election, according to a Reuters analysis. With polls showing a tight race, Obama’s campaign exploited cable TV’s diverse lineup to target women on channels such as Food Network and Lifetime and men on networks such as ESPN. Obama’s team used the fragmentation of cable TV’s audience to target tailored messages to voters in battleground states. Romney’s campaign relied on a more traditional mass saturation of broadcast TV. The Romney camp was entirely dark on cable TV for two of the campaign’s last seven days, according to the analysis. “We don’t know why. This was a week before the election and you’re in the fight for your life,” said Timothy Kay, political director for cable industry consortium NCC Media.
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