Big spending on the small screen: Televised party political advertising and the 1980 campaign

Over the last decade television advertising has become a central feature of the campaign strategy of the major Australian political parties. The 1980 federal campaign affords a glimpse of this. During the campaign details of the advertising schedule initially prepared by the Masius agency for the Liberals in Victoria were leaked to the press. These, set alongside similar details of the ALP's Victorian campaign, provide a profile of the place of electronic media‐based marketing in contemporary Australian politics. As details of the purchase of time on commercial radio and television for political advertising provided to the Senate by the Minister for Communications confirm, Liberal advertising in 1980 was far more extensive and expensive.