Evening star., 1955-11-09
N Due 10 Play
Greater Role
In 1856 Race
BY CHARLES MERCER
Associated Press star writer

NEW YoFtK. Nov. 9.-By
a year from nbw wen know the
results of another national elec-
ton.
Everyone agrees that the fac-I
tor 0f teleyision looms very large
in the workings of the old Amer
ican election system in 1856.
The television audience in next
years campaign viii be almost
twice what It was in 1852. AsE
q result, industry sources expect
the major parties to spend all
most twice what they did onl
television and radio in the last
race.
There are no accurate figures
available on what the major
parties spent on hroadcastingI
and telecasting in 1852. The
Hatch Act puts a ceiling on al
political party's campaign ex-l
penditures. but there is no limit
on the amount of money Vari-
Gus interested voters groups may
raise and spend in promoting al
favored candidate.
Large Sum Involved
Paul Butler. Democratic Ma
tional Chairman. says his party
win allocate about SIS million toE
radio and television. Political
observers believe it will amount
to a good deal more when AN
interested voters groups have
passed the hat.
Leonard w. Hall, Republican,
National Chairman, has men,
toned q radio-Tv budget Of sci
million. But before the cam
paign Is over it's expected the
Republicans win be spending atl
least as much as the Democrats
What can politically interest. !
ed TV viewers expect in 1856?
First Of all. complete and in. \
tensifled coverage of the nation- /
al political conventions IN Chi
cagO and San Francisco next 4
August on the three major net \
works: ABC. CHS and NBC. Ra-
dio coyerage By these three and 4
Mutual also is certain.
One sponsor Already
Thus far only CHS has an 1
rlounced sponsor for the con- \
pentior. But sponsorship oil
NBC and ABC convention COW 4
erage is virtually assured and 4
remains only to be announced
after prices are settled. Cost Of
sponsorship runs around.S5 mill
lion, give or take a few hundred
thousand. Yet, even at that fig-
tfe the networks probably will
lose money on coVerage.
All networks plan intensified \
oh-ticor coverage Of COMMITTEES
meetings and convention person- 1
alities. All hope to have working \
agreements with the convention
chairmen to assure the watch i
ing Nation less sitting around
the set waiting for something to-
happen than was the case mil
1852.
Once the conventions are over
and the campaigns begin:
The Republican National Com II
nittee already has set most Of
the time periods il will use In
TV and radio. choosing prime
periods where top-rated network
programs now appear. Thus it
believes that top-rated programs
Of this year will still be tops in
1856.
Democrats Plans
The Democrats also seek prime
time SegmeTts. using whatever
time they consider feasible and
selling the balance to CONNER
cial advertisers. Some 30-min-
ute spots will be used, but EN-
pilasis will be on Ave- minute pc
ri0ds. Other Democratic plans:
Stress on daytime radio and TV:s i
use OF 8, 20 and SIS second TVI|
spots: animated cartoons: cut
iI1s on national programs to pre-
sent congressional candidates at
local levels.
In short. both major parties
show great awareness of the sales
techniques developed by adyer-
tising agencies ais the best way
to sell your product. IN their
plans 1t appears that the long
winded political orator readingi
q speech BY teleprompter to the
voters viii simply have no place.
They know 1t may be difficult
for q voter To escape from the
crowd at q political rally. But If
he's watching it on television.
he merely has to twist the dial. 4