While Lungren's aides declined to say how much he will spend in the expensive California TV market, they suggested it will be competitive enough to prevent a serious erosion of the attorney general's GOP base by Checchi or Harman. So, there is a recognition that we have to lock away the Republican base. Consequently, one of two 30-second TV ads being aired is biographical, featuring Lungren's life growing up in California, his 10 years in Congress and his eight years as attorney general. Rick Davis, Lungren's senior campaign consultant, said the ads will be seen eight to 10 times a week in nearly every market in the state. But at some point there's a law of diminishing returns.
Voters are smart enough to know when a candidate is trying to buy an election.