Kelly Ayotte doesn’t want to “Mass Up New Hampshire” but she does want her message to hit all channels ahead of the primary.

Her opponent, Chuck Morse, also followed suit. Ahead of the primary for New Hampshire’s corner office, the two Republican candidates are the only ones paying to air their broadcast television advertisements in Massachusetts media markets – primarily to attract eyes in the southern part of the state and those who don’t tune in to WMUR.

Candidates trying to deliver their message to as many voters as possible must think beyond traditional television.

Modern campaigning comes with an expectation that candidates’ messages’ are on all corners of the internet. No longer does traditional retail advertising cut it, according to Dean Spiliotes, a political science professor at Southern New Hampshire University.

“It’s no longer simply candidate X going to a market on Saturday morning. It’s filming it and taking pictures with the vendors and with voters, and putting all that up on social media as well,” he said. “You need to really have a continuous digital presence at this point.”

Out of the four top candidates running for New Hampshire’s corner office Ayotte has raised, and spent, two to three times her opponents. With that, comes broadcasting her message in every corner of the state, and even across the state’s southern border.

“If you’re running a statewide race in New Hampshire, you want to be able to cover your bases,” said Dante Scala, a political science professor at the University of New Hampshire. “If you want to cover your bases, and you have the money to do so, you advertise on Boston TV knowing that you’re wasting a lot of your money on Massachusetts voters who can’t vote for you.”

For Morse, it’s a more deliberate choice. Ayotte currently has more cash on hand, $1.6 million, than he has raised in total. He’s taken in $1.47 million and spent nearly all of it, with $48,000 cash on hand.

Television advertising in New Hampshire is restricted to one channel. In the Boston market, candidates have access to six additional channels.

This poses a unique challenge when campaigning in the Granite State, according to Travis Ridout, the co-director of the Wesleyan Media Project, which tracks advertising placement and spending.

“It’s not very efficient, but if you’ve got money, you don’t want to neglect voters, those voters who are not watching WMUR, and so it makes it hard to campaign in New Hampshire,” he said.

On WMUR, Craig and Warmington are even in the number of advertisements and costs, while Morse launched his first television advertisement this week.

Although Ayotte is airing three times as many advertisements on WMUR, compared to Boston networks, she is nearly paying double for the additional channels, according to Ridout’s analysis in late August.

Data was not available on Morse at the time, as he began airing advertisements later that month.

The only Democrat advertisement airing on Boston-based broadcasts is an attack from a group called, “Put New Hampshire First,” which is backed by the Democratic Governor’s Association. They’ve poured $7.3 million into the race to date.

The advertisement hammers Ayotte’s stance on abortion and her support for former President Donald Trump, despite refusing to endorse him in 2016.

In one of her advertisements, Ayotte addressed the messaging.

“We all know what they’re doing: politicizing abortion to win votes,” she said in the clip. “It’s wrong, and it’s not New Hampshire.”

Across the board, campaign spending has increased tenfold in recent years. It’s obvious logic, but the more a candidate spends now, the more access they have to spread their message to voters statewide, said Scala.

“The more money you can raise, the level of services that you can buy increases,” he said. “You can expand the number of places you can go to provide things for your campaign, and the more expensive things you can provide including television advertising and direct mail.”

That increased spending can even go to reach voters who work out of state or split their time in New Hampshire, said Spiliotes.

“You’ll place an ad on a cable system because you’re trying to get maximum reach,” he said. “Because it’s a small state and it’s essentially a single media market you have an opportunity to do that and spread it around a little bit, not just focus on WMUR. I think people are a lot more used to that at this point.”