Corporately backed advertising for political issues and candidates will seemingly now run wild. But all this may turn viewers into bigger skeptics of any TV messaging -- even more so for those who
have message-avoiding technology.
According to President Obama, the shocking Supreme Court decision to allow direct corporate funding into political advertising will "drown out the voices of everyday Americans."
The high court rolled back decades-old restrictions of corporate advertising for federal campaigns because, well, companies need free speech too. Don't they?
Of course the little guy has really never had much of a voice in avoiding all kinds of messaging. Now the noise level will get even crazier.
Good news: TV stations will look to make some advertising gains. Evan Tracey, president of TNS Media Intelligence's Competitive Media Analysis Group, and guru for all things concerning political advertising, said this move should put future elections on "steroids."
You thought the screaming opinions from Fox News, MSNBC, and CNN were too much? Now look out.
The good news for U.S. viewers -- or at least 33% of those U.S. viewers - is this device called a DVR, which will surely be used to fast-forward through many more ads. If commercial skipping was at a 75% rate, marketers will now be looking at 90%.
The highly charged political advertising could have an adverse effect on your everyday consumer TV advertising. Commercials from corporations now screaming about what their politicians are doing wrong, will now be followed by those same companies trying to sell you health insurance, mobile phone service, or a credit card.
The overall effectiveness of TV advertising will go down. Viewer snickering will go up.
All this will make for a tougher battle for all those supporters of targeted addressable advertising, likely to get moving in a couple of years anyway. That effort just got harder.
There'll be more distrust, for all marketers. And U.S. viewers will look to do anything to get away from it. New and growing technology will help them do that.
Commercial skipping doesn't solve the problem. We shouldn't have to run away from anything, especially the so-called "public" airwaves. But let's be honest, these airwaves -- and all of those on cable -- have barely been for the public anyway.
Many of these new corporate political commercials will end up running in news programming. The real test will be whether TV stations have any fortitude to run stories explaining what's really what right next to those political ads.
Free speech is here: not just for individuals but for companies with big money who will scream their opinions much louder. But this freedom should come with a price -- a consumer and viewer price.