What is said about the media is true.
Yes the NRA does lobby various politicians but that's more or less all it has. It's media presence is podunk compared to all the gratis gifts and material contributions the anti-gunners get from anti-gun corporations and individuals.
For instance the NRA could never put together one of those "Demand A Plan" type commercials because Hollywood just doesn't bend that way and the stars that are pro gun hardly ever voice it.
Also many companies have sponsored those gun buy back programs in the states over the years, giving them anything from free promotional air time to free gift cards and other products to give away.
They both lobby in their own little ways.