Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
  Volume 8 Issue 48
December 1, 2023
Sports Continues To Fuel Broadcast Gains In October; Streaming Surrenders Almost A Full Share Point
Total television usage inched up 2% in October, bolstered by a 9.4% increase in broadcast viewing. While the seasonal uptick in October isn’t unique, this year’s gains were achieved without the benefit of a robust new programming schedule. 


The DL: In October 2023, total television usage increased by 2%, driven by a remarkable 9.4% surge in broadcast viewing, notably attributed to the strength of sports programming, including the NFL schedule and MLB's World Series. While cable experienced gains in the news and sports genres, it lost 0.3 share points, reaching the smallest share for the category at 29.5%. Concurrently, streaming faced a third consecutive month of share losses, though Netflix maintained dominance with eight of the top 10 streaming titles, while the absence of new scripted content hinted at potentially atypical TV usage trends until the first quarter of 2024. It will be interesting to see the trends after the scripted shows are back on streaming and broadcast. 
Sleigh The Season: Will Caution Stifle The Holidays Or Can Marketers Win?
Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.


The DL: As the 2023 holiday season approaches, marketers face opportunities and challenges. Consumer spending is expected to surpass pre-pandemic levels, but caution remains due to economic uncertainties. Finding the right balance between lighthearted sentiment and affordability in messaging is crucial. Emotional appeals, promoting togetherness, leveraging digital technology, and emphasizing value are effective strategies. By understanding these key digital insights and adapting their approach, marketers can successfully navigate the holiday season, connecting with consumers, generating awareness, increasing reach, or driving sales. If you have questions about holiday digital planning, let Hoffmann Murtaugh know how we can help.
Rethinking Lower-Funnel Tactics For Brand Marketing
With the rise of digital ad channels like connected TV and retail media, there’s a lot of emphasis on making every ad and consumer touchpoint shoppable. Ad formats with direct calls to action help drive conversions and increase ROI.


The DL: The rise of digital media consumption has made it important to consider branding strategies at all levels of the funnel. Retail media networks are expanding beyond performance advertising to include branding elements. SEO professionals should consider a brand's identity in search results. Building brand loyalty involves responding to product reviews, leveraging positive customer experiences, and implementing loyalty programs. By prioritizing brand marketing alongside performance metrics, advertisers can create a well-rounded approach that drives conversions while maintaining brand identity.
Pinterest Expands Direct Links To More Ad Campaign Types
Pinterest has announced an expansion of its direct linking options, which will provide more opportunities for brands to drive more focused, direct traffic from their Pins and Pin ads.


The DL: Pinterest is expanding its direct linking options, allowing brands to drive more focused, one-click traffic from Pins and Pin ads. The streamlined customer journey reduces costs and supports lower-funnel goals. Pinterest is extending direct links to more campaign types, enabling guidance of Pin traffic to specific pages for increased responsiveness and conversion. In Q3, Pinterest reported significant benefits, including 88% higher click-through rates and a 39% cost decrease for CPC objectives. Direct links for consideration campaigns resulted in a 96% increase in clicks and a 38% cost decrease. Automatic enablement for consideration campaigns is introduced, while advertisers must activate it for conversion and shopping campaigns in Ads Manager.
Around The Town...
Happy December! A fresh start to wrap up the year. Let's finish strong and set the tone for a focused and productive month ahead.
We are always up for a chat on our favorite topic: media! So, if you would like to brainstorm on how to navigate the ever-changing media landscape, we'd be happy to connect.
Hoffmann Murtaugh
 Pittsburgh, PA 15212 (412) 741-8618
Hoffmann Murtaugh is an integrated media planning and buying agency. Our approach combines media strategy and intelligence with formidable negotiations to deliver smart, efficient, and customized media solutions to our clients.