Advertising on Cable Television in the Presidential Primaries: Something to Look For in '92

Abstract

The cost of running presidential primary campaigns has increased dramatically since the primary replaced the party convention as the preferred method of presidential candidate selection. Much of this well documented rise in campaign spending has been attributed to the increased use of televised political advertising. Today, political parties have been supplanted by the media as the most prominent link between the voter and the election process. It is not party identification or the “get out the vote” apparatus, but slick, high tech, 30-second spot advertisements that have helped to make or break presidential campaigns for party nominations in recent years.Today, candidates are apt to spend two-thirds or more of their primary campaign budgets on paid political advertising, and the 1992 presidential primary season promises more of the same. In addition, the '92 primaries may offer an interesting twist in campaign strategy. In the past, media battles for the nomination have been waged over the broadcast airwaves. In the future, primary watchers would be well advised to pay close attention to the role played by cable television.