Trump is doing the same thing he did during the primary - waiting until late in the game to advertise on TV. Trump let the others, especially Rubio, advertise in primary states for weeks or even months before he came with a substantial ad buy the last two weeks or so before the election.
He also led in the vast majority of primary polls from September 2015 onwards....the same isn't the case now.
Not in every state, which is really the only thing that matters when making local ad buys. Trump still stuck to pretty much the same ad buy strategy regardless of the primary polls (unless he was really far behind, in which case he didn't buy any) - come in late and substantial. Whether it will work this time is obviously an open question. But Trump is not changing his ad buy strategy from the primaries.
