Hoffmann Murtaugh brings you the media download on the global shifts impacting our lives.
  Volume 9 Issue 12
March 22, 2024
Comscore Beats Nielsen To MRC Accreditation For TV Measurement Using Big Data
Comscore local TV measurement also approved nationally, but jury still out on age-gender demos


The DL: Comscore has secured Media Rating Council (MRC) accreditation for total household and average audience measurement in both national and local TV, marking a milestone as the first company to receive such approval for big data measurement nationally. This accreditation enhances Comscore's credibility with buyers in the advertising industry and positions the company to capitalize on trends favoring transacting on impressions and advanced audience segments. While Comscore's accreditation does not yet include age/gender demographic data overlay, the achievement underscores a significant shift in the TV measurement landscape, with Nielsen, the dominant player, also undergoing processes related to incorporating big data into its measurement services. 
Advertising Budgets Are Shifting Due To Privacy Legislation, Signal Loss, IAB Finds
Channels that leverage first-party data like CTV, retail media and social media are benefiting as the data landscape evolves.


The DL: Advertising budgets are changing because of new laws that protect people's privacy and because it's becoming harder to track and target ads to specific individuals. A report from the Interactive Advertising Bureau (IAB) found that most marketers are now focusing on privacy and adjusting their strategies. They expect more laws to protect privacy in the future, and they're seeing a decrease in their ability to collect data about consumers. As a result, they're shifting their advertising money towards channels like streaming TV, programmatic, and social media, which can use data directly from the people they're advertising to. This means they're spending less on traditional methods like cookies and other third-party data sources. Despite the challenges, marketers are investing in new ways to protect people's privacy and make sure their ads are reaching the right audiences with measurable results. At Hoffmann Murtaugh, we can utilize your 1P Data to reach the right audiences. 
What A Potential U.S. TikTok Ban Means For Your Social Media Strategy
Speakers from PR Daily’s upcoming Social Media Conference offer predictions and discuss implications.


The DL: The U.S. House passed the Protecting Americans from Foreign Adversary Controlled Applications Act, targeting TikTok's parent company ByteDance due to national security concerns. This move could ban TikTok from app stores, potentially affecting its 150 million U.S. users and 5 million businesses. Experts suggest this bill's swift progress opens a larger discussion about the serious threat to TikTok, prompting debate on free speech implications and the future of social media regulation. Brands and creators are advised to diversify their platforms while TikTok's fate remains uncertain, planning for either outcome. With Instagram Reels and YouTube Shorts poised as potential alternatives, this presents opportunities for creators to utilize and spend more time on other platforms. 
Local Ad Spending Forecast To Grow 9% To $172B In 2024
High political ad spending and higher growth from local CTV and digital platforms will boost U.S. local advertising.


The DL: In 2024, U.S. local advertising is expected to reach $172 billion, growing by 9.3% due to high political ad spending and increased growth in local CTV and digital platforms. Traditional media will hold a 51.3% share at $88 billion, while digital media will hold a 48.7% share at $84 billion. Political ads for the Presidential election will drive local TV ad spending up by 15.5% to $11.1 billion, benefiting both over-the-air and digital platforms. Growth is also expected in real estate (12.5%) and leisure/recreation (4.7%), with real estate anticipated to surge when interest rates decrease. However, automotive spending will decline along with health care and general services. 
Around The Town...
We are so proud of our client Duquesne University for winning in the first round of the NCAA Men's Basketball Tournament 
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.