November 6, 2009 Democratic Senate candidates hit the airwaves Play video

(NECN: Alison King) - Now that Alan Khazei has released his first TV ad, all four Democratic Massachusetts U.S. Senate candidates are officially on the air.

For Khazei -- trailing in the polls - it is an essential step in raising his name recognition and letting voters know what he stands for.

Earlier in the week, the frontrunner, Attorney General Martha Coakley, debuted her first ad -- a testimonial featuring middle aged women who were denied health care.

Dan Payne/(D) political analyst: Well, they're all pretty ordinary and uninspiring. They're all being safe and telling you a little bit about themselves.

TV ads are a key part of most winning campaigns -- but in a short race that limits the amount of grassroots politicking -- ads can take on even greater importance. Especially for political newcomers like wealthy businessman and Celtics co-owner - Steve Pagliuca.

Pagliuca began blanketing the airwaves with ads shortly after announcing his candidacy in September.

He's already spent 3.6 million of his own money airing at least eight different ads -- its paying off.

He has gained significant ground -- even battling it out for the number two spot with Congressman Michael Capuano according to some polls.

Capuano: The country is littered with people who are self-funded who are running for the house or the senate who lose. It is the exception not the rule.

Capuano down plays the importance of TV ads but he believes

Dan Payne: They have to be more clever, they have to take some chances. They have to try humor. Try analogies. Try to do something that makes them seem more interesting.

If your taste in political ads tends toward the feistier - just wait until the last week before the election when at least some of the candidates are bound to go on the attack.