The road to the White House is taking a major detour to your living room.
Political TV ads are nothing new, but this many this early is. So far, the Obama campaign's pumped $31 million into advertising in Florida, more than it's spending anywhere else.
At the rate it's going, Team Obama's on track to spend a record amount on trying to earn your vote. In the process, the campaign's making Florida its number one prize.
As TV air wars go, the Obama campaign's ordering an all-out blitz in Florida, and you're the target, but what about the Romney campaign? They have yet to drop even a penny in America's preeminent battleground state, a move that only a few years ago would have been called political malpractice.
But that was before the rise of the super-pac, independent committees allowed to pour unlimited amounts of money into their own ads. They're already on the air, and they overwhelmingly attack the president.
"He hasn't even come close. We need solutions, not just promises," one such ad says.
With messages like that, political consultant Kevin Cate says Romney doesn't need to go on the air, and with the super-pacs, there's an added advantage.
"He's loving Karl Rove right now 'cause he's spending millions of dollars to try to bring down President Obama's approval rating, so, why bother with a positive message when you've got Karl Rove to do your dirty work?"
Put simply, because Florida will always be too precious to gamble away. That's why Romney's bound to run his own ads eventually.
But for now, it's Obama and the super-pacs locked in a multi-million dollar game for control of Florida's airwaves.
Nationwide, the Romney campaign has spent $5 million on TV ads. Those ads are running in smaller, less expensive swing states like North Carolina, Iowa and New Hampshire.