From the New York Times:
Americans are leading busy lives, and sometimes they don’t have the opportunity to read a story or listen to an entire broadcast. But if they can have an instant understanding of what the president is talking about by seeing 60 seconds of television, you accomplish your goals as communicators. So we take it seriously.”
—Dan Bartlett, White House Communications Director
The same story reveals that Bush supporters standing behind the chimp in a recent TV broadcast were asked to remove their ties, so they’d look like regular citizens supporting Bush.