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It was an emotional appeal. He didn't exactly provide an empirical justification for the expenditure, and if he had, it probably would not have worked because politics are seldom about what you can prove, and much more about what fundamental values are at stake. I would say calling it "childish" is going too far though, because he maintained incredible professionalism in the face of the scrutiny.
I didn't mean to say that Mr. Rogers was acting childish specifically, but that was my impression of the clip as whole. It consisted of an initially ornery Senator listening to a description of how nice a certain television program was for children, and eventually becoming intrigued enough to want to see the show himself, at which point he decided that therefore the U.S. goverment should allocate some of its budget to support the program. Goosebumps, really? It was disturbing.