So if I use an example from 2016, would I get marked down?
If you use a media example from 2016, it's not 'contemporary' enough. The quality of your evidence will be affected, because the assessors will challenge you and think well we're in 2018 now, there are huge advancements in the linguistic world until 2018!
So if it leads them to thinking these sorts of questions, the quality of your evidence isn't going to impress them!
Remember, your essay marks are divided into 4 sections: your ideas, how you approach the topic, your examples, and your expression.
So in terms of examples and ideas criteria, they might think a 2016 example isn't 'lively' and 'engaging' enough.
I know it's so tempting to use really great examples from previous years, right?!! Happens to me a lot too!
But you've just got to stick to 'contemporary'! (meaning since Nov 2017)