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Brand Building Campaigns Will Be Critical for Auto Marketers Amid Supply Shortage
We know that market uncertainty often results in marketing cutbacks, but we also know that brands that take those actions pay a price in the long term.
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.
The TV Buying Journey: Any Way You Want It
Embracing evolving TV orders opens opportunities across the TV ecosystem, especially as the rest of the industry adopts innovative and automated systems of transacting.
How CPG Marketers Can Adapt Amid Digital Disruption
Given the scope of change this year, the adjustments that brands and retailers need to make are widespread, spanning everything from communication methods to marketing messaging to varied product assortment—even the best times to communicate with consumers.
Tops of 2020: Television
Nielsen released the top 10 shows on television for 2020. In all likelihood, the atypical nature of the year will be profound enough to drive permanent shifts in consumer behavior, including media consumption.
Sports Came Back, But SVOD and News Have Stolen Viewing Share
News about the pandemic, rising instances of social injustice and a presidential election have all stolen share from live sports, as has the rise of subscription video on-demand content.
Digital games earned $3.9B worldwide between Black Friday and Cyber Monday, a decline of 10% year-over-year
Game spending is still on track for a record-breaking 2020, but consumer anticipation for next-generation consoles and the growing popularity of subscription services diminished demand during the holiday weekend.
Daytime Video Usage is the New Norm Among Working Professionals
After living in a pandemic for nine months, daytime has become a second primetime for total TV consumption among many former office professionals and managers.
2020 Holiday Media Pop-Up
This page highlights some of Nielsen’s biggest holiday advertising and viewing insights and predictions for 2020.
As Consumer Spending Increases in the U.S., More Americans are Ready to Open Their Wallets
Nothing illustrates Americans’ resilience quite like consumer spending. And after living alongside COVID-19 for the past eight months, a majority of U.S. adults are ready to mask up, leave home and get back to a lifestyle that’s not hampered by crisis—albeit safely.
A Cultural Turning Point: Breaking Our Silence On Racial Injustice
George Floyd’s death was a turning point. It made clear for many Americans that these were not isolated incidents, but symptoms of a much broader collection of work we still need to do as a society.
The Suburban Mom: Reaching Female Swing Voters Requires a Local Approach
With less than a week until the presidential election, it is paramount for advertisers to understand how they can best reach their audience as the countdown to the election begins its final stretch.
Progress, But Not Equal Pay
When it comes to equal wages, Latinas in the U.S. are paid far less on average than their White male colleagues. In fact, of all the equal pay day observances of the year, #LatinaEqualPayDay is notably the last one.
As Ad Spending Picks Up, Brands Need to Balance Awareness and Activation Strategies
Instead of hitting pause on advertising or solely focusing on short-term sales, marketers need to widen the marketing funnel from the top to sustain a healthy bottom-line in the long term.
Young, Diverse Audiences Are Leaning into TV News
The time Americans spend watching TV news has been rising since the fall of last year, and it peaked at just under nine-and-a-half hours each week in April of this year—the height of the stay-at-home period in the U.S. Younger generations are driving the growth of news consumption.
Why 'Political Ratings,' and Why Now
In today's shifting and divisive political climate, sophisticated voters are in search of relevant political messaging to better understand how their local, state and presidential candidates can best serve their needs.
Host-Read Podcast Ads Pack a Brand Recall Punch
Listeners’ affinity for podcast show hosts is just as important from an ad perspective as it is for show content. That’s because the ads that hosts read drive more brand recall than non-host-read ads.
Voter Registration is Key to Winning the Hispanic Vote
For the first time, Hispanics will form the largest voting bloc after the non-Hispanic White population. So the question on everyone's minds is whether the uncertainty of the times will drive more Latinos to the polls.
LGBTQ+ Gamers are an Untapped Demographic
Simulation games inherently move at a different pace than role-playing, adventure and sports games, but they’re a go-to favorite among many players in a key gaming demographic: the LGBTQ+ community.
How Streaming Enablement in 2020 Has Changed the Media Landscape
While total media consumption has largely normalized since the peaks we saw in March and April, the massive streaming enablement during that period has brought streaming to the forefront of the media landscape.
Backwards Compatibility Returns at the Right Time for the Video Game Market
After omitting backwards compatibility at the launch of 8th gen consoles, manufacturers are bringing backwards compatibility back with their 9th gen consoles, and the timing couldn’t be better for consumers.
Ballot Box Breakdown: Looking At The U.S Voter and Media
As election night draws near in the U.S., political candidates will sharpen their messaging for the battlegrounds of the upcoming presidential and vice-presidential debates. Americans and pollsters alike will be asking the same questions about who will vote.
The Secret To Successful Addressable TV
The TV space is a challenging ecosystem and growing more complex with each passing day. Innovative addressable TV is designed to streamline and provide a better advertising experience for all – including the consumer. The key to a successful addressable TV platform that creates value opposed to…
‘Tis the Season for Customer Intelligence
With the holidays fast approaching, CPG advertisers will soon need to navigate a new normal of COVID-19 during what’s typically their busiest season. They’ll need the right customer intelligence data to design strategic campaigns and connect with shoppers.
Fortnite is the New IRL: Why Brands Must Plan for a Rise in Virtual Gatherings
Much of life has moved online in the wake of the COVID-19 pandemic, and few industries have been better suited to this new normal than video games.
Nielsen Estimates 121 Million TV Homes in the U.S. for the 2020-2021 TV Season
Nielsen National Television Household Universe Estimates for the 2020-2021 TV season increased to 121 million TV homes, up from 2019.
Going Swimmingly: Streaming Continues to Grow Among Consumers
According to the August 2020 Nielsen Total Audience Report, streaming among Over The Top (OTT) capable homes accounts for 25% of consumers’ collective time spent with the television.
Nielsen’s 2020 Election Hub
Welcome to Nielsen’s 2020 Election Hub, where you can find the most up-to-date data on the biggest 2020 U.S. presidential election events. This resource includes current and historical election event ratings, as well as related topical insights and solutions.
Growth Spurt: Time Spent Streaming Ad-Supported Video is Outpacing Big-Name SVOD Viewing
Beneath the headlines and social media commotion about high-profile SVOD titles like Tiger King, Upload and Ozark, a new form of digital streaming is gaining traction: those that are ad-supported.
More Than Dialed In: Audio is a Co-Worker Remote Employees Can Rely On
When the pandemic kept consumers in the confines of their respective homes, they turned to their old friend, radio, to keep them company and inform them, as it has always done so reliably throughout history.
Total Audience Report Series
Welcome to The Nielsen Total Audience Report hub, which features the latest reports, data and insights related to the report series. Discover how audiences are connecting with media today and how this is shifting our culture, as well as the advertising and media industry.
Balancing Act: With More Time at Home, Work Days and Media Habits Merge
Despite being thrust into the work-from-home experience with little prep time, new remote workers not only adapted, but quickly became comfortable with this new reality. Some are even thriving.
Digital and Omnichannel Sweet Spots for Auto Advertisers
In today’s digital age, heading to an automotive dealership in person is far from the only way Americans shop for a new vehicle. Devices and technology have introduced a wealth of convenience and choice along consumers’ auto purchase journey. And online offerings have proved essential for the…
Multicultural Consumers Consider More Auto Brands on the Path-to-Purchase
Multicultural consumers are aware of fewer automotive brands but end up considering more brands throughout the path-to-purchase. And brands have more opportunities to make an impact with these consumers along the way.
Quarterbacking Positive Change Through Sports
Leveraging their visibility, many professional athletes have taken a leading role in amplifying Black Lives Matter protests and speaking out about racism and police brutality. But it’s not just the athletes who are passionate about the movement: Fans are too.
Game Makers Need to Plan for the End of the Remake and Remaster Gravy Train
Certain remakes have been blockbuster successes, but game makers should take care to avoid becoming over-reliant on repackaging classic titles.
Driven to Action: Podcast Listeners are a $302 Billion Opportunity for the Auto Market
Podcast listeners should be high on any auto marketer’s list. According to a recent analysis, 35.8 million people were shopping online for vehicles at the height of shelter-in-place restrictions in the U.S., and 10.5 million of them were listening to podcasts.
Paving Our Path Forward: Innovating Linear Ad Delivery for the Future, Now!
When most consumers think about their media consumption, they’re quick to recall their favorite TV program, a new video game they’re into or the last Netflix original they saw. Rarely—if ever—do ads enter the conversation. This isn’t surprising, but it undersells the significance that ads…
Riding the Tide of Sentiment Change and the Need for Tailored Engagement Strategies
Face masks, working from home, social distancing and businesses operating at partial capacity remain constant reminders of our new world, and consumers see it with different eyes than before the COVID-19 pandemic arrived.
COVID-19: Tracking the Impact on Media Consumption
As COVID-19 sweeps the globe, consumers are dramatically changing their purchase and media behaviors. Nielsen is tracking these changes and establishing navigation beacons for companies trying to understand the changes and plan for what comes next.
Marketing’s Reliance on Bottom-Funnel Metrics Will Likely Grow Amid COVID-19 Concerns
In light of the COVID-19 pandemic, agencies and publishers will face a shift as marketing priorities realign. With many businesses feeling the pinch, they will increasingly look for their agencies and vendors to prove value at the bottom of the purchase funnel.
Connected TV Usage Remains Above Pre-COVID-19 Levels as Traditional TV Viewing Normalizes
As states ease shelter-in-place orders and allow businesses to re-open, traditional TV usage is normalizing while CTV usage remains well above pre-COVID-19 levels.
3, 2, 1 Go! Video Gaming is at an All-Time High During COVID-19
The number of gamers who say they are playing video games more now due to the COVID-19 pandemic has increased since March 23, 2020. The increase was highest in the U.S. (46%), followed by France (41%), the U.K. (28%) and Germany (23%).
Understanding Consumer Sentiment Can Help Companies Adjust as the U.S. Begins to Re-Open
As businesses across the U.S. begin to re-open, companies need to understand evolving consumer sentiment before assuming that open-for-business means business as usual.
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