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Understanding how campaign optimization pays off in an ever-expanding media landscape
The fragmentation of audience time can present challenges for marketers, but when they have a clear understanding of channel usage, they’re better positioned to balance their spending for optimal returns.
May ushers in the summer of streaming
Much like many activities, television viewing has historical norms, many of which are driven by the calendar. The growth of streaming, however, continues to change history, as streaming viewership hit yet another new high in May 2022.
Living up to a brand promise
Personalization tactics alone won’t be enough to foster more meaningful, long-term relationships with customers.
Nielsen Streaming Content Ratings special report: Stranger Things and Obi-Wan Kenobi
To better understand the impact of new streaming releases, we dove into the viewing data for Netflix’s Stranger Things Season 4 and episodes 1 and 2 of Disney+’s Obi-Wan Kenobi both released this weekend.
For AANHPI audiences, streaming brings families together
An increase in AANHPI representation is bringing multi-generational households together for a shared content experience.
OTA + OTT: The new TV bundle
Audiences in OTA homes now watch more streaming content than audiences in homes with cable or satellite programming.
The Champions League: How media rights deals are shaping the global soccer landscape
The UEFA Champions League Final isn't just a fan favorite; sports are a huge draw for media buyers and the payoffs for rights holders are rising.
Streaming climbs to new heights again in April despite a dip in total TV viewing
This is the first time streaming has eclipsed 30% of total TV usage. The increased share was backed by almost the same volume of streaming as in March, despite a 2.1% dip in total TV viewing, which is seasonally reflective of usage at the start of spring.
Unless the numbers reflect people, they’re just numbers
There is no mistaking the value of RPD and ACR, as they provide scale to measurement, but we know they were never intended to be used for measurement. Big data is reflective of devices, not of actual people.
Getting closer: Influencers help brands build more personal consumer connections
Marketers looking for ways to stay top-of-mind with consumers are turning to social media—and influencers—to build more personal (and profitable) connections.
U.S. podcast listenership continues to grow, and audiences are resuming many pre-pandemic spending behaviors
Podcast listeners are more likely than the general population to resume some of their pre-pandemic activities, including shopping for groceries at physical stores, shopping for non-grocery items at physical stores and dining out at restaurants.
Eurovision-ary: How performers capture the ears—and moods—of global audiences
In addition to impressive viewership, the Eurovision Song Contest provides insight into the emotions of the audience—through the mood of the songs they vote for.
Bridging the gap: Better audience targeting with context and behavior data
As engagement with digital channels continues to rise, understanding the consumers behind those engagements is essential for matching the right message with the right audience.
Driven to watch: How a sports docuseries drove U.S. fans to Formula 1
TV programming can do more than just fuel internal passions: In the case of docuseries, which are becoming increasingly popular on streaming platforms, Nielsen research has found that they can transform audiences into sports fans.
What’s old is new again: Bundles could help consumers cope with increasing streaming service choice
It’s easy to see how audiences could feel overwhelmed by the wealth of new streaming services. In fact, the abundance of services has many wishing for something that many cord cutters were once trying to get away from: bundled content.
Audiences’ share of time streaming hits new high in March
Gaining a full share point over February, streaming services benefited from the transition away from the finale of professional football and the Olympics, which bolstered fall and winter TV viewing across broadcast networks.
How audience-based reach metrics in-flight can boost ROI
Pilots and marketers have more in common than you may think. Nielsen’s study shows how marketers can use in-flight indicators to improve campaign ROI.
Brand awareness remains global marketers’ top priority, but mass reach isn’t what it used to be
Global marketers say building brand awareness is their top objective for the year ahead, followed very closely by new customer acquisition.
Toward improving MENA Representation on screen
If you don’t tell your own story, someone else will. For people from Middle East/North Africa, this has indeed been a challenge when it comes to the stories that they see in the media.
Streaming is the future of TV, but the abundance of platform choice is overwhelming for viewers
While many titles form the bedrock of the traditional TV universe, an increasing amount is being developed for streaming services, and audiences are eating it up. In an average week, U.S. audiences stream almost 170 billion minutes of video content.
Women are driving significant gains in podcast engagement
Since 2018, the number of female podcast listeners has increased by 76%. And perhaps more impressive—given that audio engagement is often associated with being away from the home—is the 41% increase since the beginning of the pandemic.
Playing the game: Breaking the bias with women influencers in sports and gaming
Working with female influencers is a winning move for brands looking to create an authentic connection with their consumers.
Carrie Bradshaw at 55: Still fabulous, but too old for advertisers?
Looking at net worth, the trend is clear: 55-64 is the age break with the money to spend. In a 2021 survey, household net worth broken out by age rose from $380,000 for persons 25-34 to $450,000 for persons 35-54 to $504,000 for persons 55-64.
Marketers can foster greater representation in media
Media, from traditional programs to streaming services, is largely fueled by advertising revenue, which gives marketers a say in what content gets produced.
Super Bowl, Winter Olympics and news provide a boost to TV viewing during a traditionally slower TV month
As is typical when global news breaks, cable and broadcast news viewing spiked in late February as Russia invaded Ukraine. Cable viewing increased 54% in week 4 and broadcast viewing grew 6.3%.
Marketers’ three keys to more agile media planning
To help achieve brand goals, marketers should conduct ongoing media planning throughout the year, versus only once at the start. That puts key audiences at the center of marketing efforts.
Sports sponsorships are raising more than just brand awareness
Sports sponsorship activations are doing more than boosting brand awareness—they’re leading to higher conversion rates.
Breaking the bias against women’s sport: the impact of equal opportunity for athletes, fans and sponsors
Fans around the world are telling leagues and sponsors they’re ready for more when it comes to women’s sports.
#BreaktheBias – How IllumiNative Founder Crystal Echo Hawk is fighting erasure of Native Americans in media
In celebration of Women’s History Month, we spoke to Crystal Echo Hawk, founder and Executive Director of IllumiNative, about amplifying the voices, stories and issues of her community in media content.
TV’s starring role in exposing health disparities for Black women
Our Charlene Polite Corley, VP of Diverse Insights and Partnerships, shares how television can play an important role in raising awareness of critical health issues impacting Black women.
How marketers can successfully leverage social media influencers in their campaigns
Before launching an influencer campaign, brands need to first develop a sound strategy for the campaign to drive the strongest impact and optimize their marketing spend.
How Black audiences are engaging with audio more than ever
Understand where and how Black audiences are connecting with audio.
A relevancy revolution: the importance of Spanish language content
Much of the content Latinos are seeking is in Spanish, regardless of their “primary” language, due to the vast and nuanced representation of their culture and community found in Spanish-language TV and radio.
Consumer behavior shifts and new experiences are broadening fan engagement
There is no substitute for live sports action, but the proliferation of content across an expanding array of platforms has sparked increased consumption of additional sports content—both related to and not related to live matches.
Television up 8% in January as streaming surges and broadcast booms
The first week of January 2021 handily shattered previous streaming records—with 197.6 billion viewing minutes.
Build trust to build trial: Trustworthy channels can help
Even in high-consideration categories, hesitation with trying a new brand is still high. Nielsen data shows that in these high-consideration categories, 75% of consumers still buy from a brand they’ve bought in the past.
Black History Month, Lunar New Year overlap is the perfect time to share our stories and listen to others
This year, with the racial reckoning in the country and the intersection of Black History Month and Lunar New Year in February, it’s the perfect time to share our own stories and listen to others.
Brand building, like football, is a game of inches: why the Super Bowl is no exception
To win big with Super Bowl advertisements, ads needs to shine long after that 30-second spot. While an ad during the Super Bowl is typically a strategy to boost brand awareness, that ad spot must be considered as part of a more robust campaign strategy, so consumers are nurtured long after game day…
Broadband-only TV homes amplify sports viewership
Despite the growing wealth of content options available to consumers, few rival the influence of live sports, as evidenced by the boom in NFL viewership this season, which culminates with Super Bowl LVI on Feb. 13, 2022.
A tale of two teams – and their fans
While the NFL is the most popular sports league among Americans, the Bengals and Rams will have a global, national and local Cincinnati and Los Angeles audience for Super Bowl LVI.
Impressions 2.0: The great equalizer
While the media industry has been using impressions for years, the transition to impressions for complete and comparable cross-media measurement is a significant step.
Rooms with a view: Multiple-set TV households provide an array of access and choice for content-hungry viewers
Today’s TVs have all the flexibility in the world when it comes to content, and American households are consistently evolving how they use their TV sets, and that usage varies from room to room.
Balancing act: Why short-term sales don’t always mean long-term success
Connectivity, digital technology and high-speed communication inherently accelerates the pace of how we work. And this is particularly true in marketing. Yet depending on a brand’s goals, it might be time to make some adjustments.
In a breakthrough year for content, multicultural audiences crown ‘Cocomelon’ and ‘Moana’ among the most streamed titles ever
Streaming platforms are increasingly developing programming to differentiate themselves and attract more niche audiences, similar to how the cable networks were able to differentiate themselves over previous decades.
Why focusing on the entire marketing funnel is key for long-term brand growth
The quick wins as a result of conversion-dominated marketing may feel rewarding at the moment, but it often does not lead to long-term brand growth.
Norge radio report 2021
Download the 2021 Norway Annual Radio Audio Measurement Report here Although the COVID-19 pandemic has affected where Norwegians listen to radio content, especially when consumers were spending more time at home, it remains a valuable platform for brands to reach audiences. Like we’ve seen…
Streaming grew its audience in 2021; Drama, reality and kids’ programming led the content wars
Streaming services capitalized throughout 2021 on consumers’ growing appetite for streaming video content. In total, Americans streamed almost 15 million years’ worth of content last year.
2022 media planning: why brands need to understand consumer sentiment
Personal connections are critical for long-term brand health. For that, marketers need to build and maintain trust with their audiences—as well as identify which channels to leverage in those efforts.
Streaming hits all-time weekly high in December, according to The Gauge
From a total viewing perspective, streaming was the clear outlier during the week of Christmas, as Americans watched a total of 183 billion minutes across the growing range of over-the-top platforms.
Reinforcing first-party data strategies is essential for securing consumers’ loyalty
By strengthening how they source and leverage their own first-party data, marketers have the opportunity to understand consumers on a more meaningful level and therefore, be in position to excel when it comes to personalization.
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 content branding
When content branding 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 marketing measurement principles.
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.
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.
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?
Proving ROI in the Esports sponsorship 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.
https://www.nielsen.com/no/no/insights/