They probably aren’t listening to the same radio/Internet stations as you. You may be on a particular social media platform regularly, but that doesn’t mean they are. You might get your news from a particular outlet, they may get it entirely differently.
When time and resource pressures creep into the promotional and advertising planning process, it can be easy to decide that you know the target market well enough to decide the best strategy to take. In most cases, this includes making assumptions that they are just like you. But they probably aren’t. Even if you fit into the definition of your target market, you behave differently because you have a vested interest and inside knowledge.
Similarly, many people complain to their marketers, that they “never see their marketing.” But they forget that they aren’t the target market, which means if they are seeing the ads, the ads are most likely in the wrong places.