The 2024 US election night broadcasts revealed a television industry caught in a fascinating paradox. While the technology powering these broadcasts has undergone a dramatic evolution, the underlying approach remains remarkably similar to that of two decades past. Despite dwindling traditional viewership and shifting audience preferences, most networks seemed content with a superficial update to established formulas.
This year’s coverage exemplified an industry torn between innovation and tradition. The overwhelming preference for incremental changes rather than a complete overhaul resulted in a night of television that felt both cutting-edge and curiously outdated. This isn’t to diminish the immense effort involved; countless hours went into these productions, but the time for broadcasters to adapt for survival is rapidly approaching amidst mounting pressure from new competitors and shareholders.
A prominent shift across networks was the widespread use of augmented reality (AR) and virtual production. NBC News transformed Studio 4E, CBS News revamped Studio 1515, and Telemundo enhanced its Telemundo Center using 360-degree virtual environments. These additions generally enhanced the presentation without detracting from the viewing experience, primarily serving to clarify data and storytelling.
In stark contrast, Al Arabiya’s coverage transformed the Dubai skyline into an immersive electoral canvas, showcasing a level of creative risk-taking absent in American networks. This disparity highlights American broadcasters’ reluctance to fully embrace bolder creative approaches despite significant investments in new technology.
A ubiquitous feature was the proliferation of touchscreen displays and their operators. What began with MSNBC's Steve Kornacki has spurred a network-wide competition, each striving to recreate his success—a feat evidenced by nearly 10 million YouTube views on election night. The outcome? Analysts constantly interacting with screens. While touchscreen data can be valuable (like the deep dive into Bucks County), it’s not always the optimal delivery method. Only CBS, at the local level, shifted some analysis from a touchscreen to a full virtual set, achieving a superior visual presentation. The ubiquity of “big boards” diminishes their impact, rendering them mere obligatory spectacle.
Amazon Prime Video’s “Election Night Live,” hosted by Brian Williams, presented a refreshing alternative. Using an LED volume wall in an MGM soundstage, the broadcast created immersive virtual environments. Its unconventional cold open, more reminiscent of a History Channel special, set a different tone. While technically imperfect, Amazon’s willingness to experiment offered a glimpse into the future of election coverage. The relaxed pace and setting felt both familiar and fresh, even with reliance on traditional political analysis panels.
The most significant narrative might not be what was shown, but who watched—or didn’t. Nielsen reported a 25% decline in traditional television viewership compared to 2020, with only 42.3 million viewers across 18 networks. Streaming platforms saw a surge, with YouTube alone registering 84 million hours of election-related watch time. This viewing shift extends beyond platforms; alternative sources, including political commentators on Rumble and Twitch streamers, attracted significant audiences, suggesting a preference for content aligned with individual viewpoints rather than traditional network offerings.
The broadcasting industry confronts major challenges, with audiences engaging with content on new platforms. While networks have embraced new technology, they've been slow to adapt their approach to election coverage. While factual reporting remains paramount, the continued decline in traditional viewership necessitates more than technological enhancements to retain audiences. The success of streaming platforms indicates an audience hunger for something different. The question is whether networks will capitalize on this opportunity.
It's important to acknowledge the scale of these election night broadcasts—a massive undertaking requiring extensive preparation and the efforts of numerous professionals. This demonstrates broadcast journalism at its most ambitious. However, this excellence shouldn’t preclude questioning whether this impressive machinery could be used for something transformative.
With evolving viewing habits, the greatest tribute to these professionals might be empowering them to reinvent election night coverage for a new era, rather than simply adding another layer of technological polish. The tools for reinvention exist; what’s needed is the willingness to use them in truly transformative ways.