RNC draws record-breaking ratings

How John McCain’s communicators turned the Republican National Convention into a TV hit

The political conventions are over in America, much to the dismay of television networks across the land.

Nearly 39 million Americans watched John McCain’s acceptance speech at the Republican National Convention in St. Paul, Minn. Barack Obama’s address one week earlier drew just over 38 million viewers, while Sarah Palin’s speech registered 37.2 million.

So is the American public interested in politics? Certainly, but that’s only half the story.

These high TV ratings reveal the talented communicators behind each campaign. For instance, Obama communicators expertly turned inevitable outcomes—like Hillary Clinton delivering a speech of unity—into surprises.

Meanwhile, McCain’s communications team built and nursed intense drama for the convention, thanks in large part to four factors: a natural disaster, the announcement of Palin, media relations afterward and fiery speechwriting.

Their efforts resulted in an RNC with more viewers than the Democratic convention and even the American Idol finale; not bad considering voter apathy reached an all-time high earlier this decade.