By: Phillip Sternitzke- @PSpepper
Image Source: Wikimedia
When people talk about new media, they can’t help but mention how old media is on the way out; but to people’s dismay, that’s not true. When it comes to advertising, TV is still the heavyweight champ. There are still several shows that pull well over ten million viewers per; with the most watched shows on TV (“Sunday Night football,” “The Big Bang Theory,” and “NCIS”) pulling over 20 million per episode. Now with such high numbers, that means a lot of viewers are exposed to commercials; now to the surprise of many, TV commercials actually are the most effective forms of advertising. A recent studied showed that TV commercials have the most impact on a consumers buying decision. You combine that fact with the high number of viewers, and you have money. For some of the more watched shows, rates are as high as over half a million dollars for a 30-second spot. So even if you believe that old media is dying, remember that it’s going kicking and screaming. But there is one question, what happens when old media meets the new?
On Monday, September 26, Hilary Clinton and Donald Trump faced off in the first presidential election. As always, the debate was shown on about half a dozen channels; but what I found interesting was how many places the debate played online. YouTube, Facebook, Twitter, and every news site on the internet had a stream of the debate going. While it’s hard to get exact numbers, likely tens of millions of people around the globe watched the debate live online. What surprised me the most was how the news handled the whole thing. Most networks like Fox, NBC, CBS, etc. much prefer it when people tune into their stations live (so their numbers go up and they can charge advertisers more); but they didn’t go with this usual practice, they embraced the internet. Major news outlets were streaming the event on their website, and their Facebook pages. While doing so probably cost them ad revenue, they still had engagement among their audiences. I don’t believe that old media is going anywhere, anytime soon; but I do believe that new media is on the rise and will overtake the old in the near future. So if the old media wants to survive, the best thing it can do is embrace the internet and use it to their advantage.