The effects of the television advertisements for Richard Nixon and George McGovern during the 1972 presidential election were tested by a content analysis of television programing and statistical analysis of viewer attitudinal response. Programing content for Nixon developed more general issues and did not especially feature the personality of Nixon. McGovern's television programing concentrated on a few issues in detail and stressed the candidate's personal qualities. Viewer response to Nixon commercials was neutral. Reaction to McGovern's media campaign was positive on the issues, but his personal qualities did not excite the viewers. Viewers with high exposure to the candidates' commercials and to television news programs tended to rank-order the campaign issues in the same way as did the commercials and news programs. (CH)