Idiot Box influence waning?

'Today, all a presidential candidate really needs to do is film a few commercials, screen them for the reporters and networks who will disseminate them, and then file them away on a shelf. TV ads in general elections don't sway the masses anymore. All they do is waste a lot of money. And Obama, who has already started advertising on TV, will certainly be able to waste the largest amount in recent history. As they say, easy come, easy go.'

- Steven Stark, 'Why TV Ads Are a Waste of Money'.