Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
  Volume 8 Issue 5
February 3, 2023
PepsiCo’s New Starry Brand Named Official Soft Drink Of NBA, WNBA
What in the world is Starry?


The DL: The NBA and WNBA have a new official soft drink, Starry. Starry is PepsiCo’s alternative to Coke’s Sprite. Starry is new to the scene and replaces Sierra Mist in a play to gain some of the market shares that Sprite controls in lemon-lime soda. Now it needs to be said, PepsiCo has been the food and beverage partner of the NBA for 8 years, so nothing is changing on that front, just that the official soft drink is changing. This comes as PepsiCo is marketing heavily for Starry. Wanting to emerge as a competitor in the lemon-lime soda game is understandable, but investing this heavily to compete with Sprite is a big risk. 

Sierra Mist proved it couldn’t hang multiple times; not convinced Starry will be able to either. It’s a large investment in a product line that has proven unsuccessful for PepsiCo. They want a piece of the market share, and will get people to try it by being new and the official soft drink of the NBA, but will that piece of the pie be worth it? Guess we’ll find out.
Grammys 2023: How To Watch, Who's Performing And Everything Else To Know About Music's Biggest Night
Back to normal is the theme of the 2023 Grammy Awards, after a few years of COVID-19-related shifts in dates and locations.


The DL: The 65th Annual Grammy Awards will take place this Sunday in Los Angeles. You can watch E’s Live from the Red Carpet starting at 6 pm, EST and the awards show following at 8 pm EST on CBS. The award show gives out 91 awards, only 10 of which are available to viewers, so the Grammy’s can remain very performance heavy. Luke Combs, Mary J. Blige, Harry Styles, and Sam Smith are on the list of performers. Beyoncé is the top nominated performer with nine including album of the year.  
Has TV Ad Measurement’s Day Of Reckoning Finally Arrived?
Major industry players have come together to push for alternative currencies, but Nielsen has proven resilient, even amid challenges to its monopoly.


The DL: After Nielson’s ongoing accreditation controversy, the industry is working to find new ways to measure and track media as well as provide a solution to cross-platform measurement. A committee was formed consisting of Fox, NBCUniversal, Paramount, TelevisaUnivision, and Warner Bros. Discovery, along with OpenAP and the Video Advertising Bureau (VAB) to take steps towards these goals. They’re looking to have solutions in place before 2024 but will need to access audience data to make that happen. Not included in consideration at this time are streaming platforms including Netflix, Amazon, and Disney, as those platforms can appoint their own measurement providers. 
TikTok Shares Tips For Brands Looking To Tap Into Super Bowl Discussion In The App
TikTok has outlined some tips for brands looking to tap into the Super Bowl hype within the app, including notes on how to make the best use of the app’s various trends and features, in effective and engaging ways.

 
The DL: It's almost time for the Super Bowl! TikTok has released some tips for those brands looking to capitalize on sports engagement audiences during the big game. 

According to TikTok, “57% of TikTok users watch sports content on TikTok every week, and TikTok is 1.2x more likely to be the sole focus while using, vs. video streaming platforms, meaning that your brand’s sports video is likely to get a user’s undivided, enthusiastic attention.”

So, what does this mean? First and foremost, it means that brands who already have TV spots solidified should double down with TikTok to maximize reach and engagement. However, regarding creative, brands should be more in-line with TikTok by adding things like transitions, effects, on-screen captions, and design. The second recommendation is that brands aim to create content directly tied to the game. A great way to do this is by partnering with creators to help enhance your message.

Is TikTok your way to achieving viral success during this year's Super Bowl? You won't know unless you try!
Around The Town...
February is Black History Month! This month is dedicated to celebrating the achievements and history that African Americans have brought to the United States.

There are a plethora of notable figures to highlight during this month. Here are a few to kick us off:

- Dr. Martin Luther King Jr. fought for equal rights during the 1950s and '60s.

- Rosa Parks, best known for her pivotal role in the Montgomery Bus Boycott.

- Thurgood Marshall was the first African-American justice appointed to the United States Supreme Court.

- Mae Jemison became the first female African-American astronaut to travel to space.

- Frederick Douglass, who after escaping from slavery became an American social reformer, abolitionist, orator, writer, and statesman.

"My first memory of celebrating Black History Month was back in elementary/middle school. Every day, we were assigned to write a one-page paper on influential people that shaped black history into what it is today," said HM's Assistant Media Planner, PJ Ashby. "To me, it’s a special time. African Americans have done so much for the United States of America and this is a month to celebrate those accomplishments. You can't celebrate American history, without acknowledging black history - they're intertwined."

When asked what influential African Americans have impacted him most, PJ said "Martin Luther King Jr. and Michelle Obama! MLK was the guy who made everything happen. He set the bar in terms of integrity, prestige, composure, and influence. And I love what Michelle Obama has done, especially for black women. She is an incredible role model and has set the standard for women everywhere. Representation matters and it warms my heart to see the appreciation that African Americans are getting for what we've brought to the table."

Stay tuned for a month filled with highlighting influential figures!
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.