Emotional Response to Election Night Coverage Reaches “Super Bowl” Level
‘Every four years, CNN has the opportunity to shine at what we do best: showcasing our political team and multi-screen capabilities through our best-in-class presidential election coverage. Election night – ripe with anticipation of surges and surprises - is our Super Bowl. According to Nielsen, 84 million people turned to CNN on TV, online, mobile and out-of-home that evening. In addition to election coverage, CNN’s programming team wants to make all high-profile coverage the best possible experience for our viewers who are not only watching at home, but are streaming content on their hand-held devices and seeking additional content online or through our CNN apps. And from a sales perspective, we want to share the benefits of our multi-screen reach with our advertising partners.
At Turner Broadcasting, we’re fortunate to have access to the innovative Time Warner MediaLab. This past election night, the CNN Ad Sales Research team joined with our partner, Innerscope Research to host an audience of more than 60 viewers and measured their biometric responses while watching CNN election coverage live. Taking full advantage of this high-profile event we wanted to garner all the insight possible to better understand our audience and how they interact with our content and the ads within our election coverage. Our advertising partners leverage CNN during the election season to deliver unique branding messages, unveiling their most important creative and branding campaigns during this specific time frame of heightened interest, so it’s important for CNN Ad Sales to maximize the experience and share with our partners insights gained.
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