Election night is one of the most highly anticipated television events in the United States. In 2020 and 2024, millions of Americans tuned in to follow the results, but shifting media habits have impacted how and where people watch. Using Comscore data from Milwaukee, Wisconsin, this analysis examines household viewership and demographic-specific ratings across leading networks such as Fox News (FNC), CNN, ABC (WISN), and NBC (WTMJ), comparing 2024’s performance to 2020.
Overall Viewership: Household Ratings
One of the most precise indicators of election night engagement is the household live rating (HH Live Rtg). The chart below compares household ratings during the prime-time slot (8–11 PM) from 2024 to 2020.
Key Observations:
– Fox News (FNC) retained its position as the leading network but experienced a decline in ratings from 8.18 (2020) to 6.5 (2024).
– CNN saw the steepest drop, falling from 4.99 (2020) to 2.7 (2024), highlighting potential challenges in maintaining viewership competitiveness.
– Local networks like WISN (ABC) and WTMJ (NBC) remained relatively steady, indicating consistent audience loyalty to local election coverage.
The Power of the 55+ Audience
The age 55+ demographic continues to form the backbone of traditional TV audiences. The chart below highlights ratings specifically for this group during the prime-time slot.
Key Insights:
– Fox News (FNC) saw a moderate decline in the 55+ audience, dropping from 8.15 (2020) to 6.7 (2024), but still dominated this demographic.
– WISN (ABC) showed a surprising increase, rising from 6.38 (2020) to 7.0 (2024), reflecting strong interest in election coverage from local broadcasters among older viewers.
– CNN also struggled in this demographic, dropping from 4.86 (2020) to 2.6 (2024), signaling potential shifts in how this audience consumes news.
Why This Matters for Advertisers
At Walker Media Agency, we understand the importance of reaching the right audience with precision and strategy. We pride ourselves on being a trusted partner to our clients, and we recognize that data like this offers valuable insights into audience engagement and shifting media trends.
- Targeting Core Demographics:
The data highlights that the 55+ audience remains loyal to traditional television, particularly during high-stakes events like election night. Advertisers targeting this demographic can continue investing in networks like Fox News and ABC (WISN) for maximum reach.
- Understanding Audience Shifts:
The decline in younger audiences tuning into traditional television suggests advertisers must diversify their media strategies. Supplementing TV buys with digital platforms, particularly for audiences under 55, is increasingly essential.
- Local Relevance:
Local networks such as WISN (ABC) and WTMJ (NBC) performed consistently well, demonstrating the value of regional advertising for businesses looking to connect with engaged local audiences during significant events.
Who We Serve: Walker Media Agency connects advertisers with their ideal audiences. Whether you’re a local business looking to target your regional market or a national brand aiming to engage key demographics during major televised events, we design media plans that deliver results. Our expertise spans traditional media, digital platforms, and innovative strategies that adapt to ever-changing consumer behaviors.
Shifting Trends in Election Night Engagement
- Decline in Traditional TV Viewership:
Overall, household ratings declined across the board, reflecting broader industry trends. The rise of streaming platforms, online news sources, and social media is likely diverting viewers from traditional cable and broadcast television.
- Resilient Local Networks:
Local networks like WISN (ABC) and WTMJ (NBC) demonstrated more consistent viewership than national networks. These viewership trends suggest local audiences value regional perspectives and trusted anchors for significant events.
- Age 55+ Remains a Core Audience:
The 55+ demographic remains a critical audience for traditional networks, but their engagement is not immune to decline. This group continues to favor established news sources like Fox News, with modest increases in interest in local broadcasters.
Conclusion
The 2024 election night data underscores ongoing shifts in media consumption. While traditional TV remains a crucial source of information for older viewers, the decline in overall ratings highlights the need for networks to adapt to changing audience preferences. With digital platforms playing an increasingly significant role, broadcasters face the challenge of retaining audiences while reaching younger, tech-savvy viewers.
As we look ahead to future election cycles, it will be interesting to see how networks innovate to maintain relevance in an evolving media landscape. For now, the 2024 ratings provide a snapshot of a pivotal moment in TV history, reflecting both continuity and change.
Walker Media Agency is here to help you navigate these changes and maximize your advertising impact. Let us partner with you to design campaigns that align with your goals and connect with your audience, no matter where they are watching.