Political party use of radio and television in the 1960 campaign

Although only about 1% of all broadcast revenues in 1960 could be attributed to time purchased for the Presidential election campaign, the total (close to $14 million) was enough to put a very‐large dent into political party treasuries. At the same time, broadcasting stations and networks reaped a quadrennial bonanza. The following article describes and discusses the trends in party expenditures for political broadcasting, as well as the regional distribution of the amount of broadcasting time purchased by the two major parties. It is primarily an analysis of the Federal Communications Commission's 1960 Survey of Political Broadcasting.