Political consultants buying air time for Indiana's top candidates think they have a bead on what messages will sway voters best each hour throughout the day.
Tune in to Rachael Ray's daytime cooking show on CBS and Democratic Senate candidate Joe Donnelly will likely be sandwiched in the commercial break making a play for women voters.
Try the Sunday morning talk shows and Republican Senate candidate Richard Mourdock will be plying political thought leaders with the argument that voters are worse off today because of Washington Democrats.
Political media buyers note that the right message can be easily tailored to each audience. But they also say a handful of standbys remain constant through every campaign.