The 2024 election night broadcasts revealed a fascinating paradox: technology has advanced significantly, yet the core approach to election coverage remains largely unchanged from two decades ago. Despite declining traditional viewership and shifting audience preferences, many networks opted for incremental updates to their established formats.
This year's coverage underscored the industry's struggle between innovation and tradition. While networks embraced technologies like augmented reality (AR) and virtual production, the overall presentation often felt both modern and outdated. NBC News, CBS News, and Telemundo utilized virtual set extensions and AR capabilities, effectively integrating the technology without distracting from the core narrative.
In contrast, Al Arabiya's coverage provided a stark comparison. Their immersive approach, transforming the Dubai skyline into a virtual electoral canvas, showcased a bolder, more creative use of technology. This highlighted American networks' hesitation to experiment, despite substantial investment in new tools.
The ubiquitous touchscreen displays, popularized by MSNBC's Steve Kornacki, became a common thread. While valuable for detailed data analysis, their overuse across networks diminished their impact, transforming them into "mandatory theater." Only CBS, at the local level, effectively integrated data analysis into a full virtual set, enhancing visual presentation.
Amazon Prime Video’s "Election Night Live," hosted by Brian Williams, offered a refreshing alternative. Utilizing an LED volume wall, their broadcast employed a more relaxed pace and unconventional setting. Though technically imperfect, it demonstrated a willingness to experiment with format and presentation.
However, even Amazon's bold approach didn't completely deviate from tradition, relying heavily on panels of political consultants. Nielsen reported a significant 25% decline in traditional TV viewership compared to 2020, with only 42.3 million viewers across 18 networks. Simultaneously, streaming platforms experienced record engagement, with YouTube registering 84 million hours of election-related watch time.
This shift in viewing habits highlights the audience’s preference for content aligning with their preferred style and perspective. Alternative platforms like Rumble and Twitch attracted significant viewership, indicating a need for networks to engage these audiences directly. The broadcasting industry faces immense challenges, requiring not only technological upgrades but also a fundamental rethinking of their approach to election coverage.
While factual reporting remains paramount, the continued decline in traditional viewership necessitates more than just technological advancements. The success of streaming coverage demonstrates an audience appetite for a fresh approach. The question remains whether traditional networks will adapt before losing viewers entirely.
Election night coverage requires extensive preparation and immense skill. However, this shouldn't preclude exploring transformative changes. Giving professionals the freedom to reinvent election coverage for the digital age would be the greatest testament to their talent and dedication.