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Podcasts are resonating with diverse audiences
Content that connects isn’t just on-screen. And for diverse audiences, podcast content is resonating and an important medium.
Slam dunk: How crypto brands are making a splash with the NBA–and fans
Nielsen Fan Insights data highlights why the NBA is such a strong partner for crypto. Notably, just under half of NBA fans (49%) express a general interest in crypto products, which is 80% more likely than the overall U.S. population.
Consumers give thanks for more viewing time in November, according to The Gauge
Amid the many dynamics affecting TV usage, such as program releases, sports seasons and even the weather, few have the same effect as one of the most basic: time off.
How brands can adapt to the changing face of targeting
When it comes to brand building, marketers need to be able to drive engagement, awareness and consideration among people who aren’t already customers.
How to plan ad campaigns amid the global supply chain disruption
The supply chain may be slow this holiday season, but marketers can’t afford to be. Here’s how marketers can move quickly to stay top of mind for consumers despite supply and shipping complications.
Closing the gap for South Asian representation on screen
News and reality are the most inclusive genres across the top 10 most inclusive programs for South Asians, highlighting a significant shortage across the wide range of other genres, especially those depicting everyday life.
In today's media industry, every second really counts
Today, 15 seconds is most common for TV ads; comparably, ads on the internet can be as short as a single second. For brand advertisers, that means that regardless of platform, every second matters.
Connected devices are the industry’s great amplifier of content
When we take a step back and aggregate all of our TV usage, the shift to using TV-connected devices over the past 10 years is significant.
Beyond martech: building trust with consumers and engaging where sentiment is high
While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
Drama and sports bolster broadcast viewing in October, according to The Gauge
According to The Gauge, Nielsen’s total TV and streaming snapshot, broadcast gained 2 share points to represent 28% of total TV viewing in October.
In uncertain times, continuous planning should be the new norm
Nielsen recently identified three pillars of effective media planning that marketers should focus on in order to thrive in an uncertain future—focusing on the people they’re trying to reach, connected planning and continuous planning.
Widespread m-payment adoption in Africa inspires growing interest in crypto currencies
The widespread adoption of mobile payment services in Africa has many looking to crypto currencies as a natural next step—one that’s removed from conventional banking systems and offers protection against currency devaluation.
4 tips for authentic branded content
When branded content is built into marketing strategies and supported by real consumer voices, brands and audiences alike can enjoy more authentic and lasting interactions.
Share brand ownership by investing in content that resonates with your audience
As our population diversifies and personalization becomes increasingly important, brands will need to embrace inclusion by sharing ownership with consumers.
Financial uncertainty amid the pandemic fuels a rise in buy now, pay later services in Australia
The rise in buy now, pay later services increased notably when the effects of the pandemic set in, bolstered by the flexibility and convenience of interest-free payment plan options—a dramatically different alternative to traditional credit cards.
Media is complex: Three pillars can simplify measurement for marketers
As complexity in the media industry rises, Nielsen believes brands should focus on three key measurement pillars.
How brands can tackle ad avoidance
While brands shouldn’t abandon their traditional advertising strategies, they certainly do need tailored initiatives to engage with their audiences—especially as the media landscape fragments across platforms and services.
The not so hidden problem with big data sets
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.
Homecoming season: brands are celebrating HBCUs, and content creators want in too
Today, brands and content creators committed to making an impact with their messaging to Black consumers are demonstrating their commitment by collaborating with—and elevating—the HBCU community.
Confidence returns in APAC's media landscape—amid an era of influence
The growth of the influencer market is incredibly complex, with influencers at every different level. The key to success is choosing the best roster of personalities and maximising the effectiveness of this roster.
Redefining content strategy for influencer marketing
Good content is always the foundation of any influencer marketing. These best practices still hold true: Content must be relatable and authentic.
Fall TV and football fuel a rise in September broadcast viewing according to The Gauge
The arrival of the fall TV season and the return of football (with fans) combined to drive big viewership in September, with broadcast programming gaining 2 share points to represent 26% of total TV usage.
Navigating the path toward successful in-house analytics
Given the environment, it’s not surprising that many brands are exploring the prospect of bringing their marketing analytics in-house. In the face of all that’s happening in the world, it’s not an irrational notion. But it needs to be executed in the right way.
On-screen representation is driving Latino TV viewing
Diversity and inclusion are critical components in today’s media, and the media industry is taking note, particularly when it comes to the demand for authentic television programming featuring the U.S. Latino population.
Marketers need to balance brand and response marketing for growth
There’s no denying the allure of securing quick sales. But conversion-oriented marketing alone falls short in supporting long-term brand success.
The death of third-party cookies is an opportunity—not a pitfall—for marketers
Now is the time for marketers to prepare for a world without third-party cookies if they want to be able to outperform their competitors.
Making personal connections: How brands are leveraging social influencers
While influencer marketing represents a sub-category within the broader social media landscape, it’s one that brands should approach with a focus on long-term collaboration. But step 1 for any collaboration involves identifying an influencer that fits the brand’s personality and purpose.
As podcast audiences broaden, so should advertiser engagement with listeners
The increasing appeal of podcasts to general audiences is exactly why brands and agencies need to be tracking engagement with them and leveraging the opportunities in their marketing strategies and campaigns.
Using audiences to close the gaps across the media ecosystem
First-party data is powerful. That’s unquestionable. But it’s limited. Why? Because it only captures the engagement that happens when a consumer is “with” the brand.
3 ways to thrive in the age of adaptation
To create engaging experiences for customers while garnering positive business results, marketers must continue to adapt and stay on their toes. Here are three ways how.
Lighter podcast listeners are fueling audience growth
Today, almost half (49%) of U.S. podcast listeners are light users: people who listen anywhere from one to three times a month. That’s a notable contrast from how the industry viewed the typical podcast listener five or 10 years ago.
Back-to-school presses pause on streaming’s gain according to The Gauge
After three months of consecutive growth, the rise of streaming took a pause this month, according to the August release of The Gauge, Nielsen’s Total TV and Streaming viewing snapshot.
Can Tesla continue to grow without mass marketing?
As the EV market heats up in the auto industry, can a company that shuns traditional advertising continue to grow?
Sports fans want social distancing as NFL and NBA to start new seasons at full capacity
To find out fans’ comfortability in returning to stadiums based on the upcoming NFL and NBA seasons, Nielsen Sports conducted a Fan Insights survey with U.S. sports fans about their willingness to attend sporting events.
Is radio falling on deaf ears? Not at all, say Norwegians
Advertisers continue to view radio as a valuable media type, as radio in Norway has maintained strong listenership. Well into 2021, how can advertisers seize the opportunities?
Metrics are key to proving ROI for brands entering the esports arena
Esports sponsorship revenue grew at a compound annual growth rate of nearly 32% between 2014 and 2019, and panelists participating in a recent Cannes Lions panel said they expect revenue from sponsorships alone to hit $1 billion in the near future.
CTV Has Expanded the Commercial Opportunities in the TV Landscape
The dramatic rise in global CTV adoption, accelerated by the pandemic, has ushered in new commercial models that are fragmenting the landscape in much the same way that the myriad viewing options are.
Tailored Content Strategies are Driving Viewership Growth Among Streaming Platforms
Compared with the early days of streaming, when platforms largely aimed to satiate all audiences at one fell content swoop, a handful of platforms are taking a more focused engagement approach.
Sports Still Loom Large, And Streaming Content Drives Viewing Growth
In July, broadcast recaptured television viewers, growing a percentage point thanks to high-profile sporting events coupled with the opening weekend of the Olympics.
Visibility of Disability: Portrayals of Disability in Advertising
Film and TV content have made progress in depicting stories of disability, ads lag behind. Brands must engage with the disabled community or risk alienating them.
Tracking the Evolution of Global TV Viewing
As the cornerstone of many living rooms around the world, the TV set remains a fixture for media consumption. That consumption, however, looks much different than it did a few years ago.
Remasters, Remakes and Reboots Stay Hot Among Video Gamers
Much like we see in Hollywood, the library of video game remasters, remakes and reboots is continually growing, engaging both gamers seeking nostalgia as well as many who hadn’t even been born when the originals were released.
Brand Building Campaigns Will Be Critical for Auto Marketers Amid Supply Shortage
Amid the global semiconductor shortage, U.S. auto manufacturers will need to focus on brand-building marketing efforts to stay top-of-mind with consumers until supplies normalize.
Back-To-School Should Inspire Retailers to Revisit their Marketing Plans
It’s time for brands to focus on back-to-school—even though August just started.
What Global Ad Spending Tells Us About the Future of Media
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.
Visibility of Disability: Answering the Call for Disability Inclusion in Media
Media has a powerful role in educating audiences about disabilities, both visible and nonvisible. But the representation gap is glaring.
COVID-19 Elevated Convenience to a New Level, and That’s How it Will Stay
Now, after more than 16 months of consumer dependence on connectivity and omnichannel experiences, the baseline for convenience is higher than ever—and consumer expectations from retailers will be, too.
Streaming Video is Great! But it Shouldn't Be the Only Place to Watch Women’s Sports
A well-executed barbell strategy maximizes reach through consumer choice; viewers who prefer to stream will stream and those who prefer to watch on TV, whether live or time shifted, will do so.
Over the Rainbow: How Brands Can Take Action with Advertising Beyond Pride Month
LGBTQ+ consumers want brands to expand inclusive messaging throughout the year, which can help advertisers build ongoing connections with the community.
The Gauge Shows Seasonality, Sports and Streaming Content Drive Shifts in Viewing
Seasonality, sports and new streaming content drove shifts in viewing share across broadcast, cable and streaming on television screens in June, according to The Gauge.
The Inclusivity of the Olympic Games Is Key to Widespread Fan Appeal
After 50 years of female athletes pushing for more opportunity, the Olympic games are the biggest platform for gender equality in global sports, and the audiences are just as even.
The Olympics Is the Biggest Platform for Gender Equality in Global Sports
The Olympics features men and women competing in the same events for medals of equal importance. And broadcasters and sponsors don’t differentiate.
How B2B Marketers Can Thrive in the Age of Adaptation
With the right measurement and creative thinking, marketers can ensure their tactics map to specific objectives that move their business forward.
Long-Term Business Vitality Should Outweigh Short-Term Sales Gains
Marketers need to think about using both brand and growth marketing tactics instead of doubling down on one for a quick win.
Sports Fans are Looking to Sports Leagues and Athletes to Support Social Causes
In addition to being extremely engaged with sports content, sports fans are passionate about social causes, with animal welfare and equal opportunity slotting in as the causes they care about the most.
Success Criteria of Marketing Measurement for the Modern Digital Marketer
Having an agile solution, focused on granular insights, across all channels in the consumer journey has become table stakes for the modern digital marketer, and savvy marketers are not compromising on any facet.
The Gauge Shows Streaming is Taking a Seat at the Table
We recently launched The Gauge, our new monthly total TV and streaming snapshot, which shows that streaming usage across all television homes has climbed to 26% of all time spent on TV.
Proud and Present: LGBTQ Audiences and Content Take Center Stage
As the LGBTQ community has grown its footprint, digital connectivity has played a key role in the advancement of the community.
Sports Betting: Who’s In and How Much of an Opportunity Do They Represent?
Online sports betting has become a burgeoning industry for brands, rights holders and networks. But are they focusing on the right fans and sports?
When it Comes to Brand Building, Awareness is Critical
Long-term business vitality requires more than short-term activations, and holistic marketing requires a balance of short- and long-term activation strategies.
Getting Ahead of the Curve in CTV Advertising
Connected TV options continue to expand and diversify, creating a wealth of opportunities for advertisers and agencies.
Breaking the Cycle of Silencing Black Voices
Black achievements have a history of being erased in media. As viewers, content creators, storytellers and journalists, we must work to expand the narrative.
For Marketers Today, Reallocation Times (and Tools) are Critical
There are signs of a rebound across sectors, but that doesn’t alleviate the need for marketers to stay focused on the effectiveness of their marketing spend.
More than Mascots: It’s Time to End Cultural Appropriation of Native Americans in Sports
The appropriation of Native American symbols has been par for the course in American sports. But many fans are saying it doesn’t have to stay that way.
Picture This: Leveraging Personalization for Better Visual Content Merchandising
Future success in the streaming space will hinge on more than just great content—it will need directions to help viewers find it.
Offering Hope, Not Funding Hate
In an increasingly digital media landscape, brands need to protect themselves from unintentionally funding anti-Asian hate speech in the wake of COVID-19.
As Digitization Permeates, Financial Services Brands Need More than Adaptations of Traditional Experiences
With digital growth, financial services consumers are increasingly gravitating to new companies—not their primary banks—for their financial services needs.
Toward The Future Of Digital Audience Measurement
Without third-party cookies, marketers can’t overlook the need for accurate measurement as changes in the digital media environment accelerate.
Reporting in a Mainstream Social Justice Movement World
The Black Lives Matter movement has broken through as a collective mission finding allies across genders, ethnicities, and communities of all sizes.
Online Gambling Ad Spend is Bolstering the Local TV Market
With just over two years of a track record, few would challenge the advertising prowess of online sports betting, especially within the local TV industry.
With Fewer Fans at Stadiums, Brands are Shifting Their Sponsorship Strategies to Digital
Digital platforms have become the go-to opportunity for brands as they activate their sports partnerships, with social media a necessary activation component.
Americans–and Advertisers–Are Hopeful About Travel
With Americans eager travel as COVID restrictions are lifted, advertisers can lead the industry by riding the wave of this growing consumer optimism.
First-Party Data is a Good Start, but it’s Not Enough
Most marketers surveyed in the Nielsen Annual Marketing Report recognize the importance of first-party data, but confidence in data quality is universally low.
Digital Must Be Always On—Here is Why
Nielsen's Ameneh Atai explores the benefits of "always on" digital measurement, while sharing how Nielsen is implementing this type of measurement.
Brands Aren't Sitting On the Sidelines: The Social Solidarity of Sports Sponsorships
MLB's recent decision to move the All-Star Game highlights how rights holders, brands and athletes are taking a stand on social and political issues.
The 30-Second Ad Opens Opportunity for Measuring Brand Integrations in SVOD Programs
Since SVOD content is ad free, product placements and branded integrations offer a modern way to integrate brands into streaming and gain incremental reach.
Understanding Consumer Trends and Panel Integrity During the Time of COVID-19
The pandemic amplified changes in media consumption behavior, but many of the changes were underway when consumers began to quarantine in mid-March 2020.
Hispanic Consumers Are Recovery Optimists; Black Consumers Are Cautious Optimists
Using data from the latest Nielsen Total Audience Report: Advertising Across Today’s Media, we’ve identified three primary consumer recovery groups: Recovery Optimists, Cautious Optimists and Recovery Pessimists.
The Nielsen Annual Marketing Report Hub
This hub features the latest reports, data and insights in The Nielsen Annual Marketing Report series. Discover how marketers are approaching marketing.
It’s Time to Rethink Omnichannel Strategies
Not all online shopping ends with an electronic purchase. That’s why your omnichannel strategies can’t solely focus on the point of purchase.
The Privilege to Challenge
As Women’s History Month came to a close this year, Sandra Sims-Williams reflects on her career and this year’s International Women’s Day theme: #ChoosetoChallenge.
The Case for Gender Equity in Sports
Women make up more than half of the U.S. population, but they are still fighting for equality in the world of sports.
As Consumer Optimism Rises, So Will Brand Engagement
As consumers increasingly think about life and their activities away from home, brands and marketers need to focus on how individual consumers and consumer groups are prioritizing their re-emergence.
LOL: Amid Uncertain Times, Consumers Take Comfort in Nostalgic Comedy Shows
While the comedy genre is always popular, comedy viewing over the past year highlights a resurgence of nostalgia comedy programming, particularly shows featuring diverse leads and cast members.
What You See Isn’t What You Get: The Role of Media in Anti-Asian Racism
Media representation plays an important role in learning—and unlearning—racist stereotypes that harm Asian Americans. It’s time that on-screen content about Asian Americans reflect more of their lives and diverse contributions.
Branded Integrations in SVOD Content are Reaching Unique TV Audiences
SVOD viewers tend to be light viewers of traditional TV. This is important for a number of reasons, but for brands, it means that advertising on traditional channels like linear TV doesn’t provide comprehensive reach.
For Women, It's Past Time to Be Seen
Despite gains in gender equality, women are still missing on-screen, in advertising, and in board rooms. The pandemic has only compounded the pressure women are facing today, threatening to roll back the progress we've made.
The Electric Vehicle Revolution Demands Fresh Marketing Strategies
Learn how auto marketers can position themselves to defend and grow their share-of-market during today's era of electric vehicle disruption.
COVID-19 Changed the Advertising Playbook. Now What?
In the wake of COVID-19, marketers are wondering which consumer behaviors will stick and which will revert? Heather Jordan, SVP, Ad Intel, Nielsen, shares three lessons.
The Podcast Audience is Growing, But Advertiser Focus Should be Sharpening
41% of U.S. podcast listeners are non-White, which makes the podcast audience more diverse than the country’s total population.
Global Sports Sponsorships are Shifting East and Growing into New Categories
An analysis of data from Nielsen Sports Sponsorglobe found that Chinese brands will be responsible for one-third of all growth in the global sponsorship market over the next decade.
Celebrating Lunar New Year: Filling Up on Food, Family and Content
Although Asian Americans are the fastest-growing population in America, they have a low share of screen across all television programming. The industry can do more to bring authentic stories and depictions to our living rooms.
Why Inclusive TV Matters to the Black Community—and the Media Business
As Black audiences look to invest their time and money on content, the diversity of content that platforms offer could be the deciding factor for consumers weighing which services to keep after a trial period.
Understanding the Importance of TV Among Black Families
Family is critical in the Black community, and without the ability to gather and socialize in the traditional ways, such as through family meals, worship services and visits to the salon, television has taken on a deeper meaning.
It’s Time For Your Media Planning To Focus On People
When planning and optimizing, brands need to re-focus their efforts on people—the north star for any marketing message, advertisement or campaign.
Amid the COVID-19 Pandemic, Home is Where the Connectivity Is
Given that connectivity affords millions of Americans the ability to work from home and provides countless children across the country access to virtual schooling, it’s fair to say that virtual is the new IRL.
The Pandemic, Politics and Social Unrest Continue to Drive Local News Viewing in 2021
Despite the rise in streaming video consumption, the value of local TV can’t be overstated, especially when it comes to news programming. Importantly, across the content options available to consumers 25-54, news dominated viewing time throughout last year and was markedly higher than at the…
The Power of Effective Outcomes Measurement in the New Normal
With the COVID-19 pandemic continuing to constrain budgets, there is no room for waste or inefficiency. So marketers urgently need to measure real outcomes to maximize ROI.
Tops of 2020: Nielsen Streaming Unwrapped
2020 has been branded with an assortment of labels and titles, but from a media perspective, it was a truly transitional year for streaming video. Here's a recap of the most watched original shows, acquired content, and movies on streaming platforms.
The Future of Video Gaming Is Bright—Even as Real Experiences Return
Branded crossover events, virtual concerts and celebrity influencer participations all fueled a video game groundswell that shows no signs of receding—even as the COVID-19 vaccine promises to allow people to once again be with each other IRL.
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