It’s Time for Marketers to Start Thinking Like Media Companies

Traditional advertising won’t cut it anymore for reaching consumers

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Much has been made of the fact that television ratings for this year’s Super Bowl, Oscars and Winter Olympics have decreased significantly compared to past years. These massive live tent pole events have typically been a ratings bonanza for the major networks, keeping viewers glued to the action and to the commercials that accompany them, yet concern over the lost audiences from these events often misses the point. It’s not that people no longer care about the Oscars, but rather the awards show’s ratings decline is indicative of a complete shift in how programming is consumed and how audiences are viewing advertisements.