On 26 September 1960, 70 million U.S. viewers tuned in to watch Senator John Kennedy of Massachusetts and Vice President Richard Nixon in the first-ever televised presidential debate. It was the first of four televised "Great Debates" between Kennedy and Nixon. The first debate centered on domestic issues. The high point of the second debate, on 7 October, was disagreement over U.S. involvement in two small islands off the coast of China, and on 13 October, Nixon and Kennedy continued this dispute. On 21 October, the final debate, the candidates focused on American relations with Cuba.
The Great Debates marked television's grand entrance into presidential politics. They afforded the first real opportunity for voters to see their candidates in competition, and the visual contrast was dramatic. In August, Nixon had seriously injured his knee and spent two weeks in the hospital. By the time of the first debate he was still twenty pounds underweight, his pallor still poor. He arrived at the debate in an ill-fitting shirt, and refused make-up to improve his color and lighten his perpetual "5:00 o'clock shadow." Kennedy, by contrast, had spent early September campaigning in California. He was tan and confident and well-rested. "I had never seen him looking so fit," Nixon later wrote.
In substance, the candidates were much more evenly matched. Indeed, those who heard the first debate on the radio pronounced Nixon the winner. But the 70 million who watched television saw a candidate still sickly and obviously discomforted by Kennedy's smooth delivery and charisma. Those television viewers focused on what they saw, not what they heard. Studies of the audience indicated that, among television viewers, Kennedy was perceived the winner of the first debate by a very large margin.
