This is a substantial (advertising) buy. We're already at a point in these three markets where you would expect to be later in the campaign. This is not a symbolic buy -- but a desire to reach voters and move numbers.
Phil is running a Walter Mondale campaign -- nail down the special-interest groups early, get all the big-name officeholders to endorse you and expect it will roll you into office. It didn't work for Mondale -- and he lost 49 states.