Today, paying for ads often takes the better part of a candidate's budget. Supporters of campaign finance reform point to the high cost of television advertising as a principal factor in driving up campaign spending. Some advocate letting candidates have free television time to address voters, but some consultants feel this would put limits on how a candidate can deliver his message.

Rosser Reeves knew the "Eisenhower Answers America" campaign would be expensive. In fact, one research report was entitled "A $2,000,000 Campaign to Ensure an Eisenhower Victory." To help pay to place the ads on television stations, the Eisenhower campaign turned to local committees in the key states needed for a victory and asked them to raise money to air the ads in their local markets.