The cost of advertising according to the provisions of NRS 709.290 to 709.360, inclusive, shall be paid by the successful bidder, but the first applicant for the franchise must deposit with the proper town officials a sum sufficient to pay the cost of advertising and any other necessary incidental expense, which sum so deposited shall be returned to the first applicant in case some other bidder is successful and obtains the franchise.
NRS 709.320