• by Wayne Friedman , Staff Writer, November 3, 2004

If there was any victory won last night during the TV's coverage of the Presidential election, it probably was with TV advertisers - perhaps new TV news sponsors.

At one point late into the evening, ABC's Peter Jennings said he was sorry to break away from the action, but - at the same time - happy advertisers were supporting the network's efforts. No doubt, CBS, NBC, CNN, Fox News, and MSNBC could all make the same claim. The close Presidential election race was - without a doubt -- good for business.

All this was covered in the weeks before, especially in accounting for the record advertising taking place this political season. TV grabbed some $2 billion, according to some estimates, from political advertising. Then, yesterday, Election Day, political advertising ceases. That's when mainstream consumer product TV advertisers - such as Verizon Wireless, Capital One, Pillsbury, and a special Ray Charles CD -- took over.

Considering the record turnout of voters, which hit 70 percent or more in many states, one can speculate the interest in actual voting was extended to the TV news programs covering the election as well.

Perhaps no time since the fiasco in the 2000 Presidential election when the networks mistakenly made early, rash predictions were viewers more keenly interested. Last night's viewers would only wonder what, if any mistakes, could happen this time -- or whether Dan Rather would turn a new home-spun phrase or whether Tom Brokaw's late-into-the morning glasses would be his new look.

Some national TV advertisers bet the intense race would stir young and heart-beating news viewers looking for love in TV news programming. Young voters turned out in droves - some of the highest numbers in any Presidential election. That's a good sign in the hope to bring down the average age of the typical TV news viewer.

Now TV news programmers are no doubt delirious with the prospects of selling advertising for viewers looking to buy soft drinks, movies, or video games -- rather than for viewers looking to cure headaches, backaches, and hemorrhoids.