One of the most talked about topics in the world of the Internet these days is whether it is better than traditional media, as if it is a question of choosing either “the Internet” or “traditional media.”

The topic that I have just introduced does not have to do with whether traditional media should or should not mutate and evolve, but simply whether they can co-exist with the Internet.

Radio arose as a means of entertainment (and a channel for advertising) at the beginning of the 20^th century, yet this did not mean the end of advertising in public.

Later on in the middle of the 20^th century, television appeared. This did not mean the end of radio—on the contrary, the two began to work excellently together. In each of these cases what happened was that the advertising pie increased in size. For this reason, today we talk of advertising pollution.

What happens is that throughout the day, people are in contact with different channels of advertising. So why should there only be one channel? Let’s look at an example: a person gets up in the morning and turns on their television to watch the news. Then they get into their car to drive to work and turn on the radio. While they’re listening to the radio, they see billboards in public that catch their attention. When they get to work, they connect to the Internet and read online feeds. Then, when they return home after the workday, they turn on their television and while they watch a program, connect to the Internet to read the news at the same time.

The example given above is more or less a typical case . So, if this person comes in contact with different types of media throughout the day, isn’t it logical that all of these types should co-exist as channels of advertising? I believe it is. In fact, I believe that they co-exist in a perfectly logical way. If different types of media are part of a user’s system of consumption, we can’t look at one type in isolation. Doing so would remove it from the system in which it is found and any analysis would therefore lack meaning.

An excellent example is the way that television interacts with the Internet. People watch television in an asymmetrical or passive manner, but then form an interactive and symmetrical environment of communication on the Internet. There are groups, forums, blogs etc. where people share their ideas and interact with each other regarding what they’ve seen on television. This relationship is so strong that at Socialmetrix an idea occurred to us: why not measure the relationship between television and the Internet?

Let’s take Marcelo Tinelli’s program Show Match as an example, and ex-president Nestor Kirchner’s visit as a landmark episode.

We can see in the image above that during the weekend when the program is not aired, buzz (or comments) fall drastically. Then on Monday, it is announced that Nestor Kirchner will be on the program. The following day, even before it is aired, buzz increases, announcing a peak in ratings for the following day. That day, not only is the peak in ratings confirmed but in parallel, buzz is generated on the Internet when people post their opinions on the program. So is it possible to predict and measure “rating” through the Internet? For the moment, let’s look at some of the examples of people’s opinions:

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HI IT WAS LOGICAL THAT HE WASN’T GOING TO SHOW UP….I THOUGHT HE WOULD BECAUSE THERE WERE TONS OF POLICEMEN AND FIREFIGHTERS THERE I THOUGHT HE WOULD GO BUT HE DIDN’T THAT’S TOO BAD, HERE’S HOPING HE’LL GO SO THAT WE CAN SEE HIM AND SEE HOW HE IS AFTER THE VOTE SUNDAY (TODAY) REGARDS AND GOOD LUCK WITH THE PROGRAM MARCELO…

 PS: OH, I FORGOT, WHAT’S GOING ON WITH YOU MARCELO? ARE YOU NERVOUS?

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IT’S LOGICAL THAT HE WASN’T GOING TO GO… IF NOT HE WOULD BE A HYPOCRITE SINCE IN THE POST PUBLISHED ON HIS LIST THE REST OF THE CANDIDATES SHOWED THEIR STUPIDITY ON TINELLI’S SHOW…THANKS FOR NOT DISAPPOINTING US NESTOR

“THE MIND THAT OPENS UP TO AN IDEA WILL NEVER RETURN TO IT’S ORIGINAL SIZE”

 NICE SENTENCE, DON’T YOU THINK?  .. I’LL LEAVE IT THERE FOR ALL OF YOU, AND ESPECIALLY FREDY TO STUDY, SINCE HE’S LACKING A LITTLE CULTURE AND ABOVE ALL INTELLIGENCE.

BYE NENEEE!!!!

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the episode with nestor rated 30, and on top of everything was front page news since they didn’t let him go on, garbage, and with his mega success on tinelli and valientes didn’t even get the day’s best ratings poor suar, sorry suar

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whatever kirchner can’t bring himself to speak with the media that’s what happens he’s a coward

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those of us who didn’t want Nestor to be on Showmatch are satisfied, we tied in number of visitors

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