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 NEWS: NIELSEN TRENDS
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   NEWS: NIELSEN TRENDS
Nielsen Trends
Jul 07, 2022

Advanced analytics: Unlocking data's full potential
The abundance and variety of data raises an important question for the industry: Are media and entertainment enterprises considering the best data?

Nielsen Trends
Jul 07, 2022

It's true: You really do need to spend money to make money
Why continue—or even increase—spending if it's not generating positive results? As odd as it might sound, the answer is because you're likely not spending enough to get the returns you want.

Nielsen Trends
Jun 30, 2022

The business case for marketing balance
In tough economic times, it can be tempting to double down on immediate revenue wins. Even though it may seem counter-intuitive, now is exactly when you should be investing in your top-of-funnel marketing.

Nielsen Trends
Jun 28, 2022

Brands are tracking hashtags to find engaged audiences
Brands are betting big on influencers to convert viewers to buyers. And to find the perfect fit between influencer and audience, marketers are tracking hashtags.

Nielsen Trends
Jun 27, 2022

A new chapter in inclusivity: How LGBTQ audiences are reviving traditional media
LGBTQ influencers are making inroads with major publications and turning social celebrity into capital for brands who want to show authentic representation.

Nielsen Trends
Jun 23, 2022

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.

Nielsen Trends
Jun 20, 2022

Seeking authenticity
This report looks at how LGBTQ adults in nine countries perceive inclusion on various media platforms and advertising, LGBTQ visibility in media and how to improve inclusion of LGBTQ people in advertising and content.

Nielsen Trends
Jun 16, 2022

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.

Nielsen Trends
Jun 15, 2022

Living up to a brand promise
Personalization tactics alone won't be enough to foster more meaningful, long-term relationships with customers.

Nielsen Trends
Jun 07, 2022

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.

Nielsen Trends
Jun 07, 2022

For AANHPI audiences, streaming brings families together
An increase in AANHPI representation is bringing multi-generational households together for a shared content experience.

Nielsen Trends
May 31, 2022

OTA OTT: The new TV bundle
Audiences in OTA homes now watch more streaming content than audiences in homes with cable or satellite programming.

Nielsen Trends
May 27, 2022

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.

Nielsen Trends
May 19, 2022

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.

Nielsen Trends
May 18, 2022

Confronting myth and marginalization
This year's Asian American Native Hawaiian and Pacific Islander (AANHPI) Diverse Intelligence Series report explores if we have made progress when it comes to Asian representation in media.

Nielsen Trends
May 18, 2022

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.

Nielsen Trends
May 17, 2022

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.

Nielsen Trends
May 17, 2022

Building better connections
Brands that can harness data to dial in the right combination of influencer, platform, content and interest can create connections that drive engagement—and ROI.

Nielsen Trends
May 11, 2022

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.

Nielsen Trends
May 11, 2022

Podcasting Today
The strength of the podcast industry spans well beyond offering audiences a growing bevy of titles—especially for advertisers. That's because podcast audiences are shedding their COVID-induced spending inhibitions.

Nielsen Trends
May 10, 2022

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.

Nielsen Trends
May 09, 2022

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.

Nielsen Trends
May 05, 2022

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.

Nielsen Trends
May 04, 2022

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.

Nielsen Trends
Apr 21, 2022

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.

Nielsen Trends
Apr 19, 2022

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.

Nielsen Trends
Apr 19, 2022

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.

Nielsen Trends
Apr 15, 2022

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.

Nielsen Trends
Apr 12, 2022

Agility is key for marketers amid the convergence of brand and acquisition
In concert with the launch of Nielsen's 2022 Annual Marketing Report, we spoke to Jamie Moldafsky, Nielsen's chief marketing and communications officer, about the importance of brand, the intersection of brand and acquisition, understanding full consumer journeys and the value of scalable data strategies.

Nielsen Trends
Apr 12, 2022

Nielsen Annual Marketing Report: Era of Alignment
Learn about future-focused marketing and advertising strategies for brand building and customer acquisition.

Nielsen Trends
Apr 11, 2022

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 watch almost 170 billion minutes of video content.

Nielsen Trends
Apr 08, 2022

Smarter metrics, better content
At every step of building and maintaining a catalog, content sources and distributors need to know if they're buying the right content, promoting the right content and if audiences are connecting with it.

Nielsen Trends
Apr 06, 2022

State of Play
Our first State of Play report looks at the explosion of streaming choice and how consumers are gravitating to it—and feeling overwhelmed by the number of new services.

Nielsen Trends
Mar 31, 2022

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.

Nielsen Trends
Mar 29, 2022

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.

Nielsen Trends
Mar 29, 2022

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.

Nielsen Trends
Mar 28, 2022

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.

Nielsen Trends
Mar 17, 2022

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%.

Nielsen Trends
Mar 17, 2022

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.

Nielsen Trends
Mar 16, 2022

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.

Nielsen Trends
Mar 14, 2022

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.

Nielsen Trends
Mar 09, 2022

#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.

Nielsen Trends
Mar 04, 2022

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.

Nielsen Trends
Mar 03, 2022

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.

Nielsen Trends
Mar 02, 2022

Black-owned media: making the case for better brand partnerships
Steed joined Nielsen's VP of Diverse Insights and Partnerships, Charlene Polite Corley, to discuss the impact of diverse-owned media and how brands and advertisers can benefit from working with Black-owned media.

Nielsen Trends
Feb 25, 2022

Tuning into radio's potential: the power of Black-owned radio
Tony Coles, Division President, iHeartMedia and Founder, Black Information Network, spoke with us about the power of radio and creating a platform for more authentic Black voices and nuanced stories.

Nielsen Trends
Feb 24, 2022

How Black audiences are engaging with audio more than ever
Understand where and how Black audiences are connecting with audio.

Nielsen Trends
Feb 24, 2022

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.

Nielsen Trends
Feb 23, 2022

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.

Nielsen Trends
Feb 23, 2022

Fans are changing the game
This report examines the global consumer shifts over the last two years and their impact on sports sponsorship models and content distribution.

Nielsen Trends
Feb 17, 2022

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.

Nielsen Trends
Feb 17, 2022

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.

Nielsen Trends
Feb 15, 2022

The importance of understanding the nuances of Black representation in media
Learn how the media platforms can take a deep look —from the leadership to producers, writers and creators—to make sure that Black audiences feel seen and heard.

Nielsen Trends
Feb 14, 2022

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.

Nielsen Trends
Feb 10, 2022

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 is over.

Nielsen Trends
Feb 10, 2022

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.

Nielsen Trends
Feb 10, 2022

Case Study: Marketing Cloud takes Fox Next to the Next Level
The combination of premium data and cross-platform audience targeting added up to success for Fox Next with a 90% new advertiser adoption rate.

Nielsen Trends
Feb 09, 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.

Nielsen Trends
Feb 08, 2022

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.

Nielsen Trends
Feb 08, 2022

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.

Nielsen Trends
Feb 07, 2022

Winning for the long-term: Investing in diverse-owned media
Investing in diverse-owned media often allows brands to better engage diverse audience segments.

Nielsen Trends
Feb 07, 2022

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.

Nielsen Trends
Feb 03, 2022

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.

Nielsen Trends
Feb 03, 2022

In a year of breakthrough cultural content to watch, ‘Cocomelon' and ‘Moana' become 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.

Nielsen Trends
Feb 03, 2022

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.

Nielsen Trends
Jan 21, 2022

Streaming grew its audience in 2021; Drama, reality and kids' programming lead 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.

Nielsen Trends
Jan 21, 2022

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.

Nielsen Trends
Jan 19, 2022

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.

Nielsen Trends
Jan 13, 2022

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.

Nielsen Trends
Jan 06, 2022

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.

Nielsen Trends
Dec 30, 2021

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.

Nielsen Trends
Dec 22, 2021

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.

Nielsen Trends
Dec 16, 2021

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.

Nielsen Trends
Dec 15, 2021

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.

Nielsen Trends
Dec 13, 2021

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.

Nielsen Trends
Dec 09, 2021

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.

Nielsen Trends
Dec 09, 2021

Explore the representation of diversity and inclusion on TV
The data underpinning Nielsen's recent Inclusion on TV report is available to help the media industry learn more about inclusion by gender and ethnicity, program genre, and platform.

Nielsen Trends
Dec 09, 2021

Being seen on screen 2021
According to our latest Diverse Intelligence Series report, Nielsen data for the 2020-2021 TV season shows that among the top 1,500 programs in the U.S. (across broadcast, cable, and streaming), 78% have some presence of racial, ethnic, gender or sexual orientation diversity.

Nielsen Trends
Dec 09, 2021

Navigate the top challenges facing CPG and retail advertisers in 2022
The pandemic and supply chain disruptions continue to affect brands in the CPG and retail space. Learn how three factors—budgeting and growth, measurement and targeting—can help mitigate these factors in 2022 and beyond.

Nielsen Trends
Dec 02, 2021

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.

Nielsen Trends
Dec 02, 2021

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.

Nielsen Trends
Dec 01, 2021

Five factors shaping the future of sports marketing
Looking ahead to 2022 and beyond, Nielsen Sports has identified five areas of focus for marketers. Download Five Factors Shaping the Future of Sports Marketing to learn how to engage audiences and support your brand.

Nielsen Trends
Nov 29, 2021

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.

Nielsen Trends
Nov 18, 2021

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.

Nielsen Trends
Nov 15, 2021

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.

Nielsen Trends
Nov 10, 2021

Deliver an immersive experience to sports fans
The future of sports entertainment is data-informed. Learn how to harness the power of data to enrich the experience for fans across all sports.

Nielsen Trends
Nov 09, 2021

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.

Nielsen Trends
Nov 08, 2021

Embrace change in your media planning: 3 pillars of effectiveness
Marketers must treat planning as an always-on exercise and center each decision around the people they're trying to reach. With a shift in mindset, marketers can leverage continuous and connected planning to ensure efficient and effective business growth.

Nielsen Trends
Nov 04, 2021

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.

Nielsen Trends
Nov 03, 2021

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.

Nielsen Trends
Nov 02, 2021

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.

Nielsen Trends
Oct 27, 2021

Media is complex: Three pillars can simplify measurement for marketers
The introduction of new platforms, devices and channels—along with enhanced privacy considerations and the depreciation of third-party identifiers—increases the complexity that martech solutions need to account for. As complexity rises, Nielsen believes brands should focus on three key measurement pillars.

Nielsen Trends
Oct 26, 2021

Seeing and believing: Meeting Black audience demand for representation that matters
As the media industry looks to be more inclusive of Black storytellers and grow their bottom lines or brand awareness with Black audiences, a deeper understanding of the community is critical.

Nielsen Trends
Oct 21, 2021

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.

Nielsen Trends
Oct 21, 2021

Advertiser Playbook
Brands must have a holistic understanding of the media landscape and a comprehensive picture of consumer behavior. From there, brands can develop advertising strategies that bypass existing and future challenges to ensure efficient, effective and data-driven business growth.

Nielsen Trends
Oct 21, 2021

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.

Nielsen Trends
Oct 20, 2021

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.

Nielsen Trends
Oct 20, 2021

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.

Nielsen Trends
Oct 14, 2021

Redefining content strategies 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.

Nielsen Trends
Oct 14, 2021

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.

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