The 2024 US election coverage captivated the nation, drawing millions of viewers glued to their screens. MiQ, a leading programmatic media company, conducted an in-depth analysis of TV viewership trends, shedding light on the evolving landscape of political engagement and media consumption.

Unraveling the Viewership Dynamics: A Captivating Narrative

Peaks and Valleys: The Ebb and Flow of Viewership

The analysis revealed a dynamic viewership pattern, with viewership peaking between 9-10 PM on election night. This surge in tune-ins, with 60% of new viewers tuning in after 7 PM, underscores the heightened interest and anticipation surrounding the unfolding events. The data suggests that viewers were eager to stay informed and engaged as the results began to take shape.

Partisan Perspectives: Diverse Viewership Landscape

The viewership data painted a nuanced picture of political affiliations, with 26% of viewers identifying as Republican, 24.4% as Democrat, and a significant 49.6% as non-partisan. This diversity in viewership highlights the broad appeal of the election coverage, transcending traditional partisan lines and engaging a wide range of viewers.

Network Dominance: NBC and Fox Lead the Charge

The analysis revealed that NBC and Fox News emerged as the frontrunners in terms of household penetration, capturing 32% and 31% of the viewership, respectively. This underscores the continued influence and reach of these major news networks in shaping the political discourse and informing the electorate.

Battleground States: Heightened Engagement

Swing states and key battleground regions demonstrated a 10% higher viewership compared to other states, reflecting the heightened engagement and interest in the pivotal electoral battles. Michigan (50.8%), North Carolina (50%), and Wisconsin (48.2%) stood out as regions where viewers were particularly invested in the unfolding events.

Demographic Dynamics: A Balanced Viewership

The viewership data revealed a near-even split between male and female viewers, with 49.1% and 50.9% respectively. This balanced representation suggests that the election coverage resonated across gender lines, appealing to a diverse audience.

Post-Midnight Viewership: The Aftermath

As the initial results were called, the analysis showed a 28% drop in viewership after midnight, indicating that a significant portion of viewers tuned out once the initial outcomes were determined. This trend highlights the public's appetite for real-time information and the waning interest once the immediate drama had subsided.The insights gleaned from MiQ's analysis provide a compelling snapshot of the evolving viewership landscape during the 2024 US election coverage. By delving into the nuances of viewer behavior, network dominance, and regional engagement, this report offers valuable perspectives for media professionals, political strategists, and the broader public to better understand the dynamic nature of political discourse and media consumption in the digital age.