1. Republican celebrities are less appealing than Democratic celebrities:

2. Self-deprecation is a difficult skill to instill in politics: The report says that “Republican leaders should participate in and actively prepare for interviews with The Daily Show, The Colbert Report, MTV and magazines such as People, UsWeekly, etc., as well as radio stations that are popular with the youth demographic.”

3. Matching television spots to the most popular television content isn’t easy: The report notes that “On television, Obama ran at least four separate media schedules, each with a different series of creative executions. Pollsters, ad producers, and media buyers working together can determine the right mix of creative executions and media weight.” The ambition to run different ads for different settings is a good idea, of course, but that means you’ve got to have arguments, first, and find content where it might be a good fit. It’s one thing to roll out a traditional message about, say, opposition to gun control during Duck Dynasty, but what’s the pitch during NCIS, a show that’s succeeded in part by being somewhat politically neutral? Or how about 2 Broke Girls—are you going to pitch self-reliance for people in debt at the same time party leaders are attacking federal student loans? Are you going to be able to make fun of yourself, rather than simply trying to mock Democrats, given that self-referentiality and self-deprecation are often valuable tones in advertising, particularly to younger viewers?

4. The voters the Republican party most wants to attract aren’t watching as much television:

5. “Cool” is organic, rather than something you can manufacture: