Six days until Election Day and Real Clear Politics has Clinton ahead of Trump well within the margin of error, while local newspaper and affiliate polls vary based on population density and the geographic composition of party line voters. What this means is, with a week to go, both candidates are focusing on key swing states and often underserved voting populations such as urban minorities, women and Hispanic voters. Additionally, the value of mobile, social and local media will be proven in the coming days, as it dovetails traditional news coverage and storylines into the battleground-state media ecosystems.

The gap widened following the final debate in favor of Hillary, but has recently narrowed. Some likely causes include various emotionally charged factors and uncertainty surrounding the newest batch of Clinton emails and the announcement by the FBI to re-open its investigation, and Trump’s never-ending attack on news coverage and overall move to go on the offensive.

Taken together, these factors have driven up television ratings, with Fox being number one in October. They had a +74 percent increase in total prime time viewers since 2012, driven by an increase of 126 percent in the highly sought after 24-54 year old demographic. Additionally, CNN had a record-setting October with an increase of over 140 percent in prime time viewers ages 24-54. This was CNN’s most-watched month since September 2005, according to Nielsen.

In the last two election cycles, campaigns have traditionally treated the 24-54 demographic as a primarily digital audience. However, these television ratings indicate this group is now looking towards traditional media to inform their vote.

And how have the candidates fared? Electorally, RCP has Clinton/Kaine at 246 and Trump/Pence at 164 with a toss-up of Electoral College votes at 128.

With one final week to go – and TV wall-to-wall with “he said, she said” ads – earned media coverage, editorially driven coverage from established, trusted media outlets pulled through on social and digital communities in key states and districts will have the ability to tip the scales in favor of one party or another.

While the outcome of the election is TBD, at this point in time, we should really be asking ourselves where is my polling place? On November 8, the opinion that matters most is yours. Vote!

Aaron Guiterman is a senior vice president and group director of Digital Strategy & Planning in the Washington, D.C. office.