Cable News Networks See Rising Potential in Convention Coverage

The political conventions, which kick off on August 26 when Republicans will gather in Tampa, will be a battle for more than just the presidential candidates. Cable news networks are making major pushes to use the quadrennial events to expand, shore up or win back audiences for the rest of the campaign.

The stakes for all cable convention coverage have been getting bigger: Cable news networks nearly doubled their convention audiences between 2004 and 2008. They've also been closing the gap with broadcast TV, which has continued to shrink the amount of time it dedicates to the gatherings. But the conventions may matter most this year to third-place CNN, whose ratings hit a 21-year low in the second quarter. The conventions could prove critical to the network's effort to regain viewers heading into the election.