The TV networks will be pulling out all the stops next week, as what seems like the longest election season in years comes to a close. Along with the Olympics, ad spending associated with political races is supposed to be the balm that will soothe media companies in an otherwise terrible year for advertising. But there are some signs that it won’t be quite the rescue package some people think: Earlier this week, media-spend researcher Borrell Associates told ClickZ it was lowering its forecast for online political ad expenditures — to $17.7 million from the $20 million it previously predicted.
– Streaming live and late: Keeping in mind that TV isn’t the only place voters are turning to for up-to-second coverage of the presidential and other races, Variety finds that the TV networks aren’t adding more broadcast time. Instead, interactive features are being emphasized. While ABC will provides live streams of its primetime newscast on its broadband Digital Channel, over at CBS (NYSE: CBS), Katie Couric’s now-nightly webcast will be adapted to late-night, as she heads online at 2 a.m. to field interviews, analysis and viewer comments.
– A blog for every occasion: An ABC rep also tells paidContent that ABC News Now will be streaming live from both McCain’s and Obama’s election-night headquarters. The site will also have live blogging led by Rick Klein, senior political reporter and author of The Note. Lastly, ABC News reporters will cover the day on its slew of other blogs, such as Political Radar, George’s Bottom Line, Political Punch, and Ballot Watch, a new blog that will track voting irregularities. Apart from online, Fox News plans to take advantage of high-def with two new studios that will at least make the proceedings look better on TV, even if your candidate loses.
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