The day after the election, the Washington Post published a lengthy piece that pulled the curtain on the Obama campaign and how it turned out the vote.
One detail: TV viewing habits. Scott Wilson and Philip Rucker write, “Some of that expensive new data included viewer habits, collected by
cable companies, that provided clues to voter traits and preferences. In
a race where middle-class female voters were courted by both camps, the
Obama campaign advertised heavily on the CBS sitcom “2
Broke Girls,” according to a Yahoo analysis of Federal Elections
Commission data. The campaign bought detailed voter updates, issued
every two weeks.
“The tools allowed campaign officials to determine — on a house by house
basis, rather than on a Zip-code-by-Zip-code basis – how people were
likely to vote and whether they were likely to vote at all.”