The 2016 presidential election season has already proven to be a game changer for political advertisers and campaign strategists. In past election seasons, television was the medium for political advertising. Put simply, although still an important cog in political marketing strategies, TV advertising just isn't as effective as it once was.

Despite his reputedly tone deaf self-promotion, Donald Trump has proven he can listen and learn - and then apply that research to market expansion. And the passing of Prince last week underscores another element of his absorbing what works and gaining market share.

The vast and growing Democratic and Republican media armies, which consist of TV, digital, social, analytics, programmatic legions, are massing and preparing for the great media election battle of 2016. The battle of 2016 will begin in August and when it does, the battle will wash over the media landscape with a rain of negative attack ads.

The 2016 race to the White House has been an election cycle of many firsts, particularly when it comes to the candidates' advertising campaigns. Amid this season of firsts, constants have emerged. Perhaps most significant is the role of local media and the level of engagement it continues to provide between candidates and constituents.