Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
  Volume 9 Issue 3
January 19, 2024
Nielsen: Broadcast, Cable Continue Downward Trend In December
It's a rerun of sorts for broadcast and cable TV usage in December 2023 versus the year before -- with viewing losses down 6% and 10%, respectively, according to Nielsen.


The DL: TV viewership in December 2023 saw declines for both broadcast and cable, with broadcast TV down 6% and cable TV down 10% year-over-year. Streaming platforms, however, continued to grow, with a 1.2% increase in December, holding a significant 35.9% share of viewing. The top gainers on streaming platforms included Netflix, up 6%, and Tubi, growing by 6.6%, while YouTube remained the top streaming platform despite a 3.4% usage decline. 
By The Numbers: How Gen Z Uses AI, Social Media
Gen Z, currently ages 13-26, are quickly becoming the most coveted target demographic in the United States.


The DL: Gen Z, aged 13-26, is emerging as a highly sought-after demographic. A recent Morning Consult report, based on a survey of 1,000 Gen Z individuals, provides valuable insights for PR professionals. Notably, 53% of Gen Z spends four or more hours daily on social media, with YouTube, Instagram, and TikTok being their preferred platforms. Video content is crucial for engagement, as 65% prefer learning through videos. However, only 6% see posting on social media as their primary purpose, with 68% using it as a form of passive entertainment. So, anyone who is trying to reach the Gen Z audience and doesn’t have video as part of their strategy is already behind. 

Additionally, 58% of Gen Z has used generative AI recently, for schoolwork, creativity, hobbies, and music recommendations. Surprisingly, Millennials use AI more frequently, potentially due to workplace integration. As Gen Z embraces AI in the workplace, the trend towards further automation will only grow. It's crucial for brands to adapt to Gen Z's preferences for content consumption and AI utilization, recognizing this demographic’s diverse interests and future contributions.
How Click Fraud Protection Can Help You Improve Your Google Ads ROI
Advertising on Google can be a highly effective way for businesses to connect with their desired audience.


The DL: The significance of click fraud protection is emphasized in optimizing Google Ads ROI. The software (click fraud protection) is designed to analyze ad traffic and detect fraudulent patterns and plays a crucial role in blocking deceptive clicks proactively. Key features, including real-time detection and customization options, contribute to tailored protection. A testimonial from Canesta's CTO highlights the potential risk of losing a significant portion of the advertising budget to fraudulent clicks. Overall, adopting click fraud protection is portrayed as a proactive and scalable strategy for businesses to ensure precise audience targeting and effective budget utilization.
8 Predictions For 2024 As Marketing Seeks A New Normal
How winners and losers could shake out in retail media, streaming TV and social commerce.


The DL: It is predicted in 2024, marketing will heavily rely on digital platforms as more advertising moves online. Brands will be experimenting with new technologies like artificial intelligence and finding creative ways to reach consumers without relying on cookies. They will focus on connecting with people on an emotional level and addressing societal divisions to create impactful campaigns. Agencies will either specialize in specific areas or offer a full range of services to meet the evolving needs of brands. Disruptor brands, known for their innovation and agility, will challenge established companies and bring fresh competition to the market. Overall, marketers will adapt to the digital landscape, experiment with new strategies, and strive to create meaningful connections with consumers. If you are interested in learning more, reach out to Hoffmann Murtaugh, as we have expertise in all digital platforms.
Around The Town...
Happy World Religion Day! This is a day dedicated to promoting interfaith understanding, respect, and dialogue. It's an opportunity for individuals to learn about and appreciate the various religions that contribute to the global cultural landscape.
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.