Media and advertising work together because they would not be able to survive without the other one. Advertisements need the media in order to promote themselves and media needs advertisements in order to get the money to continue their business.
For example, ABC needs to advertise commercials during their shows in order to pay to have the show on television. This is why commercials during the super bowl cost so much many as well, and also because of the enormous audience at the time.
If you listen carefully between songs on the radio you can hear the DJ announce the names of the sponsors for the radio station. After or during a TV show there is always an add telling you who sponsors the show. Advertising is in all media. You cannot watch TV, listen to the radio, or browse the web without being bombarded with advertisements, even if you do not realize it.
It is really that simple that without each other advertising and media would not exist. They are the backbone to one another and must work together in order to provide the public with different forms of the media.
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