TikTok Ban on Hold

The DL: TikTok’s status remained up in the air this weekend until in the 11th hour president elect Donald Trump made his stance known that service providers for the platform would not face repercussions for continuing service. TikTok only went dark for a few hours Saturday morning, and now it officially has been granted another 75 days to strike a new deal after an executive order was signed on Monday. It seems likely a deal will be made with the incoming administration voicing support for the platform's future here in America. This is good news for advertisers and businesses that rely on leveraging the platform to connect with their audiences and customers.

Streaming Views at a High

The DL: The top three major streaming platforms that set new levels in total TV viewing share for December were YouTube, Netflix, and Amazon, according to Nielsen’s TV/Streaming monthly measure. This is the big holiday season period. YouTube rose 11.1% share, Netflix 8.5% and Prime Video 4.0%. Overall streaming marketplace climbed 9% which comprises 43.4% of all TV viewing time. The biggest gainer was Warner Bros. Discovery’s Max, growing 18% to a 1.2% share. Broadcast landed at 22.4% share while cable came in at 23.8% share. In 2024, Nielsen says the year included nine days with over 100 billion TV viewing minutes compared to 13 days in 2023.

Does PR Have a Role in Driving Sales?

The DL: PR professionals must adopt a marketing mindset to prove their value in a landscape where marketing, advertising, and PR are increasingly intertwined. Greg Swan, senior partner at FINN Partners, emphasizes the importance of owning the customer journey—from awareness to action—to quantify PR's impact. By leveraging tools like custom URLs, QR codes, and targeted calls-to-action, PR efforts can generate valuable first-party data and demonstrate their role in driving measurable outcomes, such as web traffic, email signups, and sales. Even without direct links, PR teams can correlate media coverage with spikes in search engine traffic or social engagement to attribute success. Swan highlights the importance of integrating PR metrics with marketing data, such as search engine marketing and social listening, to create a comprehensive view of PR's contribution to the bottom line. This shift in measurement reflects the need for PR to align with data-driven approaches that resonate with the C-suite.

Rising Public Trust in Ads

The DL: Trust in advertising has risen from 36% to 39% over the past 12 months, primarily driven by young people, according to new research from the Advertising Association (AA). Trust in ads has grown across all age groups, with a notable 16-point increase among 18-34-year-olds since 2022. In contrast, trust among those aged 55 and older has risen by just three points, highlighting that 18-34-year-olds are nearly three times more likely to trust advertising than those above 55.

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