Today, more than ever, marketers are relying on digital platforms to sell their products. As early digital adopters, Asian American consumers can help deliver an immediate sales boost for those digitally savvy brands who make the effort to target them where they are.
This report explores Asian American consumer behaviors that are setting the pace for two important industry trends: First, the media platforms that are winning amid the streaming wars and the content that is capturing their attention. Second is the gaming industry, which is breaking boundaries as...
Marketers are adapting to a new world of TV advertising in the midst of COVID-19. With consumers staying home and TV consumption at a high, we look to highly engaged social media communities to discover what TV audiences are tuning in to in response to disruptions in regular TV programming. Here we...
Faced with uncertainty about the future, many companies are responding by trying to freeze all activity, from hiring to marketing. But stopping and cutting all activity can only persist for so long without dramatic downstream effects. Adaptation will be the key to survival.
2019 was a significant year for TV and social — from an explosion of OTT offerings to the social platforms’ experimentation in hiding “likes” and “replies,” it’s now more important than ever to measure the impact of social TV.
By thinking beyond how to wield their individual spending power, Generation Z consumers are pushing their households and broader social networks to use the tools at their disposal to create real change.
For this special report, in collaboration with Leaders, a global sports business organization, Nielsen Sports has focused on the social media endorsement power—and potential—of a younger generation of global athletes.
Only 8% of global consumers say they are committed to the brands they purchase. That’s an alarming stat, and it highlights the challenge brands face as they seek to engage with consumers and retain them.
There’s nothing like the thrill of sports, and the 2019 FIFA Women’s World Cup was a major attraction across screens of all sizes through the tournament’s closing match on Sunday, July 6. Notably, the final match between the U.S. and the Netherlands drew just under 14 million viewers—22%...
The marketability of a rising sports star on social media involves much more than just “likes” and “followers.” An athlete’s social media presence says a lot about how much he or she may be able to capture in endorsement deals.