The 2024 US election night television coverage showcased a fascinating contrast: while the technology powering these broadcasts has seen significant advancements, the fundamental approach remained remarkably similar to that of the past two decades. Despite declining traditional viewership and evolving audience habits, most networks opted for incremental improvements rather than a complete overhaul of their established formulas.
A noticeable trend across networks was the extensive use of augmented reality (AR) and virtual production. NBC News employed virtual set extensions, transforming Studio 4E; CBS News utilized AR in Studio 1515; and Telemundo integrated a 360-degree virtual environment within its Telemundo Center. These additions generally enhanced the presentation of data and storytelling without detracting from the viewing experience.
In contrast, Al Arabiya’s coverage offered a more daring approach, transforming the Dubai skyline into an immersive electoral canvas. This stark difference underscores American networks’ relative conservatism in pushing creative boundaries, despite their substantial investments in new technologies.
Another prominent feature was the proliferation of touchscreen displays and their operators. While data presented via touchscreens can be valuable, its effectiveness as a delivery method is questionable when overused. Only CBS, at the local station level, successfully integrated data analysis into a full virtual set, improving visual presentation. The ubiquitous “big board” has become less impactful, bordering on predictable theater.
Amazon Prime Video’s “Election Night Live,” hosted by Brian Williams, provided a refreshing alternative. Utilizing an LED volume wall, the production created immersive virtual environments. The relaxed pace and unconventional setting created a unique blend of familiarity and novelty, though it still leaned heavily on traditional political analysis.
Nielsen reported a significant 25% drop in traditional television viewership compared to 2020, with only 42.3 million viewers across 18 networks. Conversely, streaming platforms witnessed unprecedented engagement, with YouTube alone recording 84 million hours of election-related watch time. This highlights a shift in viewing habits, with audiences increasingly seeking content aligned with their preferred style and perspective.
The broadcasting industry faces significant challenges. While networks have embraced new technologies, they've been hesitant to fundamentally rethink their election coverage approach. Factual reporting remains paramount, but technical innovations alone won’t suffice to retain viewers migrating to alternative platforms. The success of streaming coverage suggests audiences crave something different.
Election night is a massive undertaking, showcasing the dedication and skill of broadcast journalists. However, this excellence shouldn't prevent us from questioning whether the current framework can be reinvented to better serve a changing audience. The tools for transformation exist; the need is for the willingness to utilize them.