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Media (R)evolutions: Mobile devices are disrupting television advertising, putting a premium on live programming

Roxanne Bauer's picture

New developments and curiosities from a changing global media landscape: People, Spaces, Deliberation brings trends and events to your attention that illustrate that tomorrow's media environment will look very different from today's, and will have little resemblance to yesterday's.

It’s old hat at this point to say that mobile devices are disrupting traditional media….but let’s take another look anyway. According to the Global entertainment and media outlook 2016–2020 from PricewaterhouseCooper, the rising penetration of smartphones and tablets has rapidly led to second-screen viewing in many markets. In other words, consumers are now using multiple devices at once— perhaps watching television and playing games on a tablet during commercials. This behavior has hurt television advertising and put a premium on live programming.

The biggest audiences not using a second device– and therefore the biggest advertising spend – are attracted by entertainment shows with live interaction such as voting and live sporting events. Competition for advertising in these slots has been driven to new heights, as seen in the pricing of competitions like the National Football League in the United States, the English Premier League, and international events like the World Cup and the Olympics.

Media (R)evolutions: Newspaper Extinction

Roxanne Bauer's picture
New developments and curiosities from a changing global media landscape: People, Spaces, Deliberation brings trends and events to your attention that illustrate that tomorrow's media environment will look very different from today's, and will have little resemblance to yesterday's.
 

The following graphic predicts the global extinction of newspapers (in their current form), starting with publications in North America, followed by Europe and East Asia, and reaching South Asia, Africa and South America last. Internationally, some of the factors contributing to the death of newspapers include huge losses in advertising revenues, ad-supported search engines, the rise in availability of mobile phones and other mobile devices; the increase in paid content and paywalls; and increased technology adoption and economic development around the world.

Long Live Television?

Anne-Katrin Arnold's picture

Suppose you want to run an awareness campaign for, say, methods that prevent the spread of sexually transmitted diseases (STD) in a sub-Saharan country. Suppose you want to reach the widest possible audience because most adults are concerned by this issue. Suppose you have a well thought-out campaign message. Which medium do you go for?