A close race, creates more excitement and more cash for the media. If you get on a horses and your horse keep losing and losing ground, watching the race becom

A close race, creates more excitement and more cash for the media. If you get on a horses and your horse keep losing and losing ground, watching the race becomes quite boring. If the horses are neck on neck you will be captivated watching it till the very end. The media has a strong incentive to sell the elections as close to keep more people seeing their ads and buying subscriptions.