Were the Romney and Obama TV Ads a Total Waste?

http://www.thedailybeast.com/articles/2012/11/09/were-the-romney-and-obama-tv-ads-a-total-waste.html

The approximate number spent on television advertising is $1 Billion in the concluded presidential campaign, the question is what, if any effect of these ads had on the outcome. The leading person seems to be that President Obama’s decision to define Governor Romney as a rich, out-of-touch elitist last summer helped carry him to victory. Of course, if Romney had won, the story would have been his genius to air ads late in the campaign and turn the election in his favor.