The results presented in this article are but a portion of the information gathered in a larger survey examining the relative roles of "selective exposure" to and "selective retention" of political advertising during the 1972 presidential election. Random samples in two metropolitan areas in different regions of the country (Atlanta, Ga., n=281; and Philadelphia, Pa., n=279) were surveyed by phone to test specific hypotheses. Several regional inter-city differences were noted: Philadelphians indicated greater general exposure to mass media political advertising, while Atlantans were more inclined to recall specific advertisements; respondents in both cities were highly likely to say that they were exposed to political advertising on television; and three of every four first recalled advertisements were seen on television. It was concluded that a negative correlation exists between a medium's propensity for exposure and the individual's selective retention of political information presented through that medium, and that a medium rated high for exposure mentions will be rated low on selective retention mentions, and vice versa. (RB)