We're starting to see the evidence. Connecticut GOP Senate nominee Linda McMahon bought her television time in April, back when the market wasn't oversaturated. Democratic Rep. Chris Murphy, who wasn't blessed with millions of dollars he could spend on his own race, waited to buy his TV time.
The fallout: McMahon paid $40 for a recent spot on WFSB-TV's evening news, and $85 for a spot on the CBS affiliate's Sunday morning public affairs program. Murphy paid $900 for an evening news spot similar to McMahon's, and $800 for a Sunday morning ad, according to the Stamford Advocate.
Wait too long and it'll cost you.