The 2024 election night television coverage showcased a compelling juxtaposition: while the technology behind the broadcasts underwent a significant transformation, the core approach remained remarkably consistent with the past two decades. Despite declining traditional viewership and shifting audience preferences, many networks opted for incremental improvements instead of a complete overhaul.
This year’s coverage highlighted a media landscape straddling innovation and tradition. Most networks implemented subtle changes rather than radical reinventions, resulting in a broadcast that felt simultaneously modern and somewhat outdated. This doesn't diminish the significant effort involved; however, the time for broadcasters to adapt and survive against rising competition is rapidly approaching.
A notable trend was the widespread adoption of augmented reality (AR) and virtual production techniques. NBC News utilized a virtual backdrop overlooking Rockefeller Plaza, CBS News incorporated impressive AR features in its studio, and Telemundo integrated a 360-degree virtual setting. These enhancements generally enhanced the viewing experience, seamlessly integrating data and storytelling.
Al Arabiya’s coverage, in contrast, transformed the Dubai skyline into an immersive electoral display, showcasing a bolder approach to creative boundaries compared to American networks' more conservative style. This difference highlights the reluctance of American networks to experiment extensively, despite substantial investment in new technologies.
Touchscreen displays and their operators became ubiquitous across all networks, mirroring the success of MSNBC’s Steve Kornacki. While the data presented on these screens can be valuable, it isn't always the optimal delivery method. Only CBS, at a local level, successfully integrated data analysis into a full virtual set for improved visual presentation.
Amazon Prime Video’s “Election Night Live,” hosted by Brian Williams, offered a refreshing alternative. Using an LED volume wall to create immersive virtual environments, the broadcast adopted a more relaxed pace and unconventional setting, yet still relied on familiar panels of political analysts. Although technically imperfect, its willingness to experiment provided a glimpse into the future of election coverage.
Nielsen reported a significant 25% decrease in traditional television viewership compared to 2020, with only 42.3 million viewers across 18 networks. Streaming platforms, conversely, experienced record engagement, with YouTube alone registering 84 million hours of election-related watch time. This shift extends beyond platform preference, with alternative sources like Rumble and Twitch gaining considerable audiences, indicating viewers' preference for personalized coverage.
The broadcasting industry faces considerable challenges. While new technology has been embraced, a fundamental shift in election coverage approach is needed. While factual reporting remains paramount, the decline in traditional viewership necessitates innovation beyond technical enhancements. The success of streaming platforms indicates an audience readiness for change, leaving the question of whether networks will seize this opportunity.
Election night is a significant undertaking, involving extensive planning and the work of countless professionals. The dedication and skill shown deserve recognition. However, this excellence shouldn't preclude questioning whether existing resources could be leveraged for transformative innovation. The evolving viewing habits suggest that adapting election night coverage for a new era is paramount, moving beyond mere technological enhancements.