Whenever a statewide political race is decided by a percentage point or so, it can be argued that every little thing played a major role in a campaign's win or loss.
And so it is with Gov. Rick Scott and Democrat Charlie Crist, who lost to the Republican by 1.1 percentage points, or 65,838 votes. In 2010, Scott beat Democrat Alex Sink by 1.2 percentage points, or 61,550. So Scott's overall margin in raw votes increased by just 4,288 while the number of ballots cast increased by 581,974.
Yes, it was a tight race. Money played a big part. Money doesn't buy an election. But it puts a downpayment on it. And Scott not only outmuscled Crist in media message, the governor vastly improved his numbers in North Florida.
In the three North Florida media markets Scott won, he improved his 2010 margin by almost 90,000 and and in the two he lost, Scott also improved his margin by nearly 20,000.
Crist improved on Sink's margins in the two Southeast Florida media markets by 96,000. But, consider how Scott fared in North Florida, it wasn't enough.
Here's our first day-after story on the race and the graphic that went with it, breaking down the media markets.