From what I can see most people get their opinions on subjects like the EU over a number of years. It's been talked about for ages. Probably nightly TV news is the main source. I doubt political campaigns make much difference actually.
I was looking back, and here is a poll from before the EU referendum campaign that had Leave in the lead -
http://www.thisisbigbrother.com/foru...&postcount=882 before any buses with £350 million slogans appeared.
I'm talking about UK politics here - don't know enough about US politics to say much about the reasons for that. Although for what I can see the campaign there was mostly about personality and character of the candidates, with actual policies hardly talked about.