By Walter Sabo
a.k.a. Walter Sterling, Host
WPHT, Philadelphia, “Walter Sterling Every Damn Night”
TMN syndicated, “Sterling on Sunday”
Network TV often delivers Nielsen hashmarks. No viewers! The no numbers reports started coming in over 20 years ago and they met with silence. Often on Holiday nights, long weekends, NBC, CBS, ABC or FOX delivered no measurable audience. Simultaneously, online video stars were attracting millions of views. In 2007, the media world witnessed the audience shift from broadcast TV to online video. In the following years, media buyers made the definition of a bad investment: Between the time a buy was placed on network TV to the day of air, the audience diminished. Every month. Year after year.
Marketing types refer to the adoption rate of new ideas in stages:
Last week, YouTube entered the golden phase: Laggards. There has been a misperception that YouTube viewers skewed young. That was never true. Their viewership demographic has always matched the demographic spread of America. That means month after month for 20 years, YouTube has been embraced by all demographics at higher and higher rates. Now YouTube has scored the final 10% of adopters: Laggards.
YouTube Wins the Oscars
The Oscars. A major ratings-generating, newsworthy event on YouTube. In Variety, questions were asked. The wrong questions: How will advertising be handled? Will there be a new category for Influencers? On demand? Wrong questions.
The answer is: The Oscars are on YouTube! Game over for ABC, CBS, NBC, FOX. The final segment of the population that frequented broadcast TV will now come to YouTube. The Oscars were the most efficient way to appeal to the laggards.
BONUS: The Oscars announcement just mentioned a key part of the deal: The entire library of the Academy of Arts and Sciences will be uploaded to YouTube. Hundreds of thousands of films from around the world, of all genres coming to YouTube.
And what was the deal? How much did Google pay? It doesn’t matter. Google’s challenge is how to get rid of all of their cash!
The Oscars will be on YouTube. Mark the date. The media landscape has changed forever.
Walter Sabo has been a C-Suite action partner for companies such as SiriusXM, Hearst, Press Broadcasting, Gannett, RKO General, and many other leading media outlets. His company, HITVIEWS, in 2007, was the first to identify and monetize video influencers. His nightly show “Walter Sterling Every Damn Night” is heard on WPHT, Philadelphia. His syndicated show, “Sterling On Sunday,” from Talk Media Network, airs 10:00 pm-1:00 am ET, and is now in its 10th year of success. He can be reached by email at sabowalter@gmail.com.