Stefan Mychajliw, the incumbent Republican comptroller, has a glossy campaign commercial now running in prime time and he said he's had TV commercials going since Oct. 10.
But the campaign manager for Democratic challenger Vanessa Glushefski said her team is putting their money on social media and other "mixed media," including radio and billboards and other peer-to-peer advocacy and GOTV strategies.
"Our campaign has come to understand that TV is the most expensive and least effective way to reach voters,"campaign manager Nikki Hitchcock said. "Many people are 'cutting the cord' and fewer people than ever having access to local stations."
Election Day will show whether this strategy is successful.
Story topics: Political notebook