• by Wayne Friedman , Staff Writer, November 5, 2008

During last night's election programming, TV advertisers were also campaigning for new supporters.  

You had the chief executive of stock market brokerage Charles Schwab & Co. on Fox Business News channel talking about a positive, hopeful approach to the future.  Was he alluding to investments or a certain presidential candidate?

Verizon was a major sponsor on ABC for its V Cast and push-to talk-wireless products -- an underlying message perhaps for Republicans to talk more with Democrats?

Then we had Budweiser's new American Ale on MSNBC explaining about being an original brew -- and, yes, American. There was also a commercial on that cable news network for something called the Houdini corkscrew -- in anticipation of the champagne-popping this night for some candidate?

CNN had ads for The Weinstein Co./MGM's "Zack and Miri Make a Porno" theatrical movie -- possibly showing good ol' American ingenuity in making a buck, especially in these tough economic times.

This election night was always going to be a big deal for marketers  Expectations were not only that there were going to be record voters -- some 140 million to 180 million - but also probably a record number of viewers watching on TV.

TV marketers still look for big, diverse audiences in major events - an "American Idol" finale, a Super Bowl, or perhaps a big, historic presidential election.

Last night didn't give us just those typical older, wealthier U.S. citizens.  The election of President-Elect Obama was built on many younger voters -- translating to younger TV viewers watching election results. Going forward, perhaps those viewers will translate into new TV news program viewers more concerned with political issues.

Does all this mean better things to come for TV marketers in these troubling economic times? Eventually.

Already more was delivered for them than expected on this big election night:  history -- the first-ever African-American president.

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