The very first text I received after the race was called for Jones said “the evil media won”.
It was a propaganda campaign against Moore. And it worked.
Check the results of Moore's previous campaigns in AL. If he were as popular as we were led to believe, he would have survived the media onslaught. (In fact, he almost did anyway -- the election was razor-close.)
But Moore never was a darling of AL; he certainly did not start his senatorial campaign with anything near the +28% margin that Trump garnered in AL last year.
As far as the media campaign, yes, Moore would have won handily without that. And now we can expect that next year, in the mid-term elections, in any race that is anywhere near close, every single Republican candidate will, a few weeks prior to the election, be facing three or four women (and/or men who were just boys years ago) claiming inappropriateness, harassment, or sexual assault. Credit Mitch McConnell for that.