When Landman debuted in November 2024 as the highest-rated new television program on Paramount+, it immediately attracted 14.6 million viewers in its first week. Loosely inspired by interviews with real-life wildcatters and roughnecks featured on the Texas Monthly Boomtown podcast, the show spotlights the dangers of drilling in the West Texas oil fields. With dialogue extolling the virtues of petroleum and exclusive sponsorship from the American Petroleum Institute, Landman serves as an unabashed “love letter” to the oil and gas industry.
Beyond its entertainment value, Landman illustrates the changing dynamics of the information landscape in the U.S. In episode three, actor Billy Bob Thornton delivers a scathing monologue that downplays the value of wind turbines while championing the importance of crude oil to the economy and everyday life. This provocative rant sparked thousands of social media conversations, with oil and gas supporters praising the dialogue and renewable energy advocates criticizing its perceived misinformation.
This phenomenon underscores a broader trend: trust in mainstream media is at a historic low, and Americans seek information elsewhere. According to a Gallup poll, only 31% of Americans report having a great deal or fair amount of trust in the media. Historically, entertainment has served as a conduit for delivering news and information to the masses, which explains why viewers gravitate toward content that blends authoritative storytelling with personal connection—as seen in Landman.
The Opportunity for Businesses
This shift presents both a challenge and an opportunity for the cleantech industry. Traditional media outreach alone is no longer sufficient to tell stories, convey messages, or explain complex technologies. While not every organization has the budget or connections to integrate messaging into blockbuster television programs, innovative and accessible strategies can still make an impact.
Mercom specializes in crafting out-of-the-box communication strategies tailored to various budgets. One approach is participating in documentaries, which merge entertainment with informative storytelling. For instance, Mercom collaborated with a client to self-produce a documentary highlighting its role in the defense industrial base and successfully placed another client in a science-focused documentary series that aired on Max (formerly HBO).
The Power of Podcasts
Podcasts are another rising medium for trusted information, particularly among younger and highly segmented audiences. Notably, a podcast was the foundation for Landman. Podcasts also played a significant role in the recent U.S. presidential election. Vice President Kamala Harris appeared on high-profile shows like Call Her Daddy to connect with young women, while former President Donald Trump joined The Joe Rogan Experience, ranked by Forbes as the world’s most popular podcast.
Mercom has achieved significant success securing client interviews on leading industry podcasts.
Alternatively, Mercom can help cleantech companies launch their own podcasts, creating a platform to produce and control content. While this approach requires a commitment to regular production and audience building, it offers unparalleled opportunities to shape narratives directly.
The Role of Social Media
Even as new platforms emerge, social media’s influence remains substantial. Pew Research reports that 50% of adults under 30 express some trust in social media despite concerns about the spread of misinformation. Social media’s reach and immediacy make it indispensable for amplifying messages and engaging with diverse audiences. Mercom develops social media strategies and creates content that engages readers and increases followers.
Adapting to the New Landscape
The shifting information landscape calls for innovative communication strategies. As trust in traditional media declines, businesses must leverage alternative platforms such as entertainment, podcasts, and social media to engage their audiences effectively. Mercom can help your company blend information with compelling storytelling, positioning you to navigate this evolving environment and make meaningful connections with your stakeholders.