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Nielsen Study: Significant Overlap Between People Tweeting About TV and Brands

August 10, 2014 Comments off

Nielsen Study: Significant Overlap Between People Tweeting About TV and Brands
Source: Lost Remote/Nielsen

A recently Nielsen study measures the overlap between people who tweet about TV and people who tweet about brands that advertise on TV.

According to the report, 17 million people sent 361 million tweets about TV through April. In the same time period, “17 million people sent 215 million tweets about the approximately 700 brands that Nielsen Social captures.” The purpose of measuring the overlap was to better understand the value of social TV audiences to brands.

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The Bilingual Brain

August 8, 2014 Comments off

The Bilingual Brain
Source: Nielsen

Hispanics and Millennials are two of the fastest growing and increasingly important consumer groups in the U.S. So it’s no surprise that marketers are eager to understand how to connect with these populations. But to engage with those who fall in both groups, Hispanic Millennials, it is imperative to understand the impact of language in order to optimize messaging for this demographic that increasingly identifies as bilingual.

Research has demonstrated that bilingual speakers have a number of cognitive advantages over their monolingual peers; however, the neurological impact of bilingualism on advertising had not yet been explored. Utilizing Nielsen’s proprietary consumer neuroscience technology, Nielsen, Univision and Starcom collaborated to research unarticulated language preferences and their impact on advertising, answering key questions, such as:

  • Does the emerging population of bilingual Millennials respond differently to messaging when it is in Spanish than when it is in English?
  • What are the best ways to reach and connect with Hispanic bilingual Millennials?
  • How does the language of television programming influence how the advertisement is received by the consumer?

The results confirm that language influences how ads are received and introduces the idea that advertising in Spanish offers a unique advantage for brands striving to connect with bilingual Hispanic Millennials.
 

Free registration required.

Consumer Issues — Canada’s Ethnic Minorities Represent a Major Opportunity

July 7, 2014 Comments off

Canada’s Ethnic Minorities Represent a Major Opportunity
Source: Nielsen

Canada’s consumer makeup isn’t what it used to be, and this represents a major opportunity for marketers. Today, Canada is home to 6.8 million foreign-born residents, and that shift is worth noting for any marketer interested in ways to make products and services that cater to Canada’s evolving demographic landscape.

More than one in five Canadians is a foreign-born resident, which is the highest proportion of all G8 countries (the Group of Eight Countries is a forum for the governments of eight of the world’s largest national economies). Before 1971, immigrants from visible minorities made up about 12 percent of the country’s population. Following the last documented wave of new immigrants between 2006 and 2011, almost 80 percent were visible minorities.

Despite this growth in multiculturalism throughout the country, brands and companies have often ignored the opportunity because there’s a perception that it is difficult to reach multicultural consumers. The sheer variety of languages, dialects, consumption patterns, shopping behaviours, brand and product loyalties are seen as a barrier to attracting and engaging with these valuable consumer segments. However, the growing size and potential of these groups means that companies can no longer afford to ignore the upswell.

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Beautiful Game: Soccer in the U.S. Could Be a Win for Advertisers and Programmers Alike

June 12, 2014 Comments off

Beautiful Game: Soccer in the U.S. Could Be a Win for Advertisers and Programmers Alike
Source: Nielsen

Long considered an up-and-coming sport to both watch and play, the popularity of soccer has been growing steadily since the rise of the soccer mom. In fact, advertisers and programmers looking for a unique opportunity to connect with fans outside well-established American sports, such as football or basketball, take note: the World Cup could be that space. After all, the sport’s fans are dedicated to the teams they root for, avid spenders and quite social when it comes to digital dialogue. Soccer’s fans are also a pretty diverse lot, which isn’t surprising considering it’s the preeminent sport throughout much of the world.

“While the World Cup only comes around every four years, and soccer—with two non-interrupted halves—has less space for traditional TV spots, the heavy branding on both stadium signage and player kits seems to resonate with fans,” said Stephen Master, senior vice president sports, Nielsen.

In fact, a recent survey by The Harris Poll^ found that nearly two-thirds (62%) of people who follow soccer, or fútbol, say they take notice of the companies that support their favorite teams and players.

What’s more, these fans are also avid consumers when it comes to team pride and showing their support!

The poll found that 58 percent of Americans who follow soccer already own merchandise supporting a favorite player, team or league, and over half of this same group (54%) say that they think wearing apparel to support their fandom is an important part of the watching the World Cup. Better still, many of these fans anticipate cracking open their wallets. Nearly half (45%) of soccer fans said they plan on purchasing merchandise in support of their favorite player, team or league.

Upscale Tech-Savvy Millennials: Saving and Investment Strategies Around the World

May 16, 2014 Comments off

Upscale Tech-Savvy Millennials: Saving and Investment Strategies Around the World
Source: Nielsen

Upscale Millennials represent the future of economic growth and prosperity. These consumers are a subset of the Millennial generation with household incomes over the 75th percentile in their countries—that means households earning $30,000 or more in India and above $70,000 in the U.S.

This young segment of the population is actively saving and investing, and these consumers feel confident in their financial futures. In contrast to the global population, the proportion of upscale Millennials actively saving exceeds future savings intentions in areas reflective of their lifestage like higher education and a first-home purchase. And they’re devoting a larger portion of their monthly income to savings than the general Millennial population. Financial institutions should look to consumer sentiment and savings intentions country by country to develop strategies to educate and connect with upscale Millennials. In an effort to better understand this group and its consumer prowess, Nielsen conducted a study across the U.S., China, India and Brazil to learn about their financial plans and aspirations.

Free registration required to download report.

State of the Media: Audio Today—a Focus on African American and Hispanic Audiences

May 15, 2014 Comments off

State of the Media: Audio Today—a Focus on African American and Hispanic Audiences
Source: Nielsen

Radio consumption across the U.S. continues to grow, as nearly 92 percent of Americans 12 or older are tuning in each week. That’s 244.4 million of us, a record high.

The growth is remarkable considering the variety and number of media choices available to consumers today over-the-air and online via smartphones, tablets, notebooks/desktop computers and digital dashboards. Radio’s hyper-local nature uniquely serves each market which keeps it tied strongly to our daily lives no matter how (or where) we tune in.

The radio landscape is a diverse community of listeners from every corner of America that reflects the same population trends of the country as a whole. Radio is one of the original mass mediums, and as the U.S. population grows and the makeup of our citizens changes, radio audiences follow suit.

Alongside the national growth, African American and Hispanic listenership has also reached a historic high, as more than 71 million from these demographics tune in each week. Combined, these listeners account for nearly a third (29.6%) of the total national audience.

These multicultural audiences are highly engaged with radio all across the country, in markets large and small, where more than 3,000 different stations program to them specifically.

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What’s Next: The Best of Both Worlds—Integrating Online Data Into Marketing Mix Models

May 14, 2014 Comments off

What’s Next: The Best of Both Worlds—Integrating Online Data Into Marketing Mix Models

Marketing mix modeling has never been more valuable to chief marketing officers—and the need for effective models never greater—than today. Constant budget pressures and an exploding array of consumer touch points from the digital world have dramatically increased the difficulty and the competitive value of fine-tuning one’s marketing spend.

Some providers say the new multi-touch attribution (MTA) models that offer extraordinarily precise data in the digital realm can be twinned with offline data to make traditional marketing mix models obsolete. Truth be told, however, MTA’s effectiveness in modeling the offline world is still a work in progress, and most modelers today are simply choosing between using the more granular digital data of MTA models with less coverage and using the less granular data of established marketing mix models with more coverage. But the first choice doesn’t yet provide a usable answer, and the second choice fails to take advantage of the digital detail available today.

So what’s a CMO to do? Based on our analysis, the answer is to import the results of MTA models into existing marketing mix models. We call our proprietary method for doing this Intelligent Priors®. Such an approach delivers the best of both worlds, and provides the quality analytic support marketers need to make decisions about media effectiveness, efficiency, and optimization in today’s rapidly changing media landscape.

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Secure Tomorrow’s Car Buyers Today

May 9, 2014 Comments off

Secure Tomorrow’s Car Buyers Today
Source: Nielsen

There’s nothing quite like the freedom of owning your own car. Having the ability to get from point A to point B without having to rely on anyone or public transportation creates feelings of both independence and pride. People are passionate about car ownership—whether new or used—and findings from Nielsen show how this passion will drive auto sales across the globe.

Affordability and need are central to the automotive purchase decision-making process, but changing population trends, rising wealth accumulation and growing aspirations are also helping to fuel new demand. This expansion represents good news for automakers, but understanding the motivational factors driving this demand is critical to reaching the right consumers for your products.

Consumer Confidence: Concerns and Spending Intentions Around the World

May 6, 2014 Comments off

Consumer Confidence: Concerns and Spending Intentions Around the World
Source: Nielsen

Around the globe, more consumers say they’re feeling confident. In the first quarter of 2014, global consumer confidence returned to a pre-recession level with an index score of 96—the highest score since first-quarter 2007. This represents a two-point increase from fourth-quarter 2013 and a three-point increase from a year ago (Q1 2013). And there are other positive signs: perceptions of local job prospects improved in all regions except Latin America; recessionary sentiment improved in 68 percent of markets; and discretionary spending intentions increased in all regions.

Heading up this positive sentiment are the world’s biggest economies. Consumer confidence increased six points in the U.S. (100), remained flat in China (111), increased one point in Japan (81), increased four points in Germany (99), increased eight points in France (59) and increased three points in the U.K. (87). This puts U.S. consumer confidence at its highest level since 2007, while Germany and Japan consumer confidence are at their highest levels since 2005.

The Nielsen Global Survey of Consumer Confidence and Spending Intentions, established in 2005, measures consumer confidence, major concerns and spending intentions among more than 30,000 respondents with Internet access in 60 countries. Consumer confidence levels above and below a baseline of 100 indicate degrees of optimism and pessimism.

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The Reputations of the Most Visible Companies

May 5, 2014 Comments off

The Reputations of the Most Visible Companies
Source: Nielsen

The American public is slowly but steadily regaining confidence in corporate America with people now viewing corporate America more positively than they did before the start of the economic decline in 2008, according to the 2014 Harris Poll Reputation Quotient™ (RQ™) study. Now in its 15th year, the RQ Study surveyed more than 18,000 members of the U.S. general public to measure the reputations of the 60 most visible companies in the country across the six dimensions of corporate reputation—emotional appeal, financial performance, products and services, social responsibility, vision and leadership, and workplace environment.

A complete ranking of the 60 Most Visible Companies as well as additional insights into this year’s results and findings can be found in the 15th Annual RQ Summary Report.

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State of the Media: Audio Today 2014

February 21, 2014 Comments off

State of the Media: Audio Today 2014
Source: Nielsen

No matter where you are in America, the radio is always on. The original mass medium, radio today reaches more than 90 percent of everyone in the U.S. on a weekly basis. This enormous reach stretches across demographics, ethnicities and geographies as listeners engage every day with stations in their local markets on matters important to them.

Audio is available on multiple platforms, in real time, wherever consumers want to listen on more than 16,000 stations across the country covering 50 different formats. Radio is also a hyper-local medium serving every unique community from one coast to the other.

Audio consumers are listening for more than 2.5 hours every day, and one of radio’s best-kept secrets is its ability to reach a highly qualified audience right before they arrive to shop. And audio consumers have money to spend because more than two-thirds of the weekly audience works full-time, tuning in during the working day, away from home.

Free registration required to download full report.

Consumer Confidence: Concerns and Spending Intentions Around the World

February 7, 2014 Comments off

Consumer Confidence: Concerns and Spending Intentions Around the World
Source: Nielsen

Global consumer confidence held steady in Q4 2013 with an index of 94, the third straight quarter where confidence was at that level. At the end of the year, global confidence was a point higher than at the beginning of the year and three points higher than in Q4 2012. In the 60 markets that Nielsen measures, confidence increased in 26, decreased in 32 and remained flat in two.

Asia-Pacific was the only region to post an increase for the quarter, as consumer confidence increased one index point to 105. Regional consumer confidence declined three index points in North America (95), two points in Middle East/Africa (90) and one point in Europe (73). Confidence remained flat in Latin America with an index of 94.

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Local Watch: Where You Live and its Impact On Your Choices

February 6, 2014 Comments off

Local Watch: Where You Live and its Impact On Your Choices
Source: Nielsen

It seems that no matter how busy we get, we still find time to view the content we like. And it will come as no surprise that the time viewers spent viewing across platforms has increased as access to mobile devices and time-shifting has made industry gains. Watching content on a local level has a unique effect—it connects us to our communities, while it informs us and empowers us as participants in the close-knit fabric of our daily lives.

And regardless of how we access this content, our collective instinct is to engage with it, and share it with others. As marketers and media companies explore ways to reach consumers in new and exciting ways, we offer a look into unique characteristics and trends in local markets. Some of these insights might surprise you, while others will confirm what you’ve suspected all along. Each insight represents an opportunity to make a connection and create a stronger, more engaged community.

In addition to noting trends at a high level, this report takes an even closer look at two markets in particular: Miami and Washington, D.C. It also pays special attention to a handful of key local categories: health care and quick-service restaurants, highlighting the differences and similarities related to each across markets.

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Continuous Innovation: The Key to Retail Success

February 6, 2014 Comments off

Continuous Innovation: The Key to Retail Success
Source: Nielsen

Shoppers never stop shopping, and retailers must evolve to stay ahead of the pack and keep consumers engaged.Today, brick-and-mortar stores need to innovate continually to capture their shoppers’ attention as e-commerce attracts a growing number of users. In addition, while consumer confidence was on the rise in over half of the countries Nielsen surveyed in the third quarter of 2013, including the U.S., shoppers remain focused on value for their money. As a result, retailers need to stand out to compete for consumers’ limited baskets.

Innovation captures consumer interest and attention, attracting both new customers and faithful loyalists. It can provide retailers with an edge in five major shopper-need categories: convenience, choice or assortment, shopability, price-value, and brand equity.

However, there is no secret formula for successful ideas and certainly nothing that can be protected by patent. At the same time, breakthroughs are often copied quickly and easily. Consequently, retailers must innovate continually to grow and stay ahead.

Free registration required to download report.

Are We Financially Prepared for the Future?

February 3, 2014 Comments off

Are We Financially Prepared for the Future?
Source: Nielsen

Money can be tight no matter where we live, and in many cases, it feels like we spend our cash before we earn it. And as a consequence, planning for the future can be a struggle. In fact, global respondents say they’re only saving or investing about 10 percent of their monthly income.

“There’s always tomorrow” is a far more common sentiment among global respondents in terms of planning to save or invest to meet financial goals in the future than sentiment about actively saving or investing now. Across 14 saving goals reviewed, respondents’ intentions to save in the future were stronger than active intentions for all but one financial goal—saving for health-related issues. In terms of this goal, global active savers outnumbered future savers by just 1 percentage point (42% active savers vs. 41% future savers).

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Significant, Sophisticated snd Savvy: The Asian American Consumer

December 4, 2013 Comments off

Significant, Sophisticated and Savvy: The Asian American Consumer
Source: Nielsen

As the fastest growing multicultural segment in the U.S. with an outsized impact on the consumer marketplace, Asian Americans have emerged as a powerful economic force. The group’s buying behaviors and viewing patterns, however, are different and unique from the total population.

The segment has grown at a rate of almost 58 percent between 2000 and 2013, mainly spurred by immigration. This is more than 4.9 times that of the general population. On top of this, the average Asian American household’s income continues to soar and represents the highest of all multicultural segments. Their spending power outpaces even that of the coveted Millennial demographic, those currently in their 20s and early 30s, by nearly 40 percent.

Culture, value, efficiency, convenience and a strong emphasis on the family shape the buying behavior of Asian Americans and often drive their purchasing decisions. This includes the types of stores they visit, the number of trips they make and their online habits. Asian Americans make up the leading segment of online shoppers, with 77 percent making internet purchases in the past year, versus 61 percent of the general population.

For marketers, understanding the Asian American population is critical for realizing the bottom-line potential of many key product and service categories.

Tis the Season to Be Fiscally Cautious: 2013 Nielsen Holiday Spending Forecast

November 29, 2013 Comments off

Tis the Season to Be Fiscally Cautious: 2013 Nielsen Holiday Spending Forecast
Source: Nielsen

The end-of-year holiday shopping season seems to start earlier and earlier each year, as retailers are already rolling out their holiday promotions. And those efforts appear to be working, as nearly one quarter (22%) of U.S. consumers report that they’ve already started their holiday shopping, according to the Nielsen’s 2013 Holiday Spending Forecast. Holiday shoppers can also be notorious procrastinators, as 60 percent say they will wait a bit before they start their shopping.

So what does this mean for U.S. retail sales this year? Nielsen expects this holiday shopping season will be marginally stronger than last year, with dollar sales rising just about 2 percent, buoyed by the strongest consumer sentiment in six years (98 on the Q3 2013 Nielsen Consumer Confidence Index).

Free registration required to download full report.

How Loyal Are Your Customers?

November 25, 2013 Comments off

How Loyal Are Your Customers?
Source: Nielsen

Standing out in a world of choice isn’t easy. Earning consumer devotion to a brand or store takes more than just offering a good product. Price, packaging, customer service and reputation are just some of the factors involved in a consumer’s decision-making process. That’s why getting to the heart of what makes a consumer stick or switch can be the difference between flourishing and fading. While Nielsen research shows that bigger rewards generally inspire higher loyalty levels, loyalty programs are no guarantee of loyal behaviors.

How do you turn a fickle fan into a faithful follower? You start by understanding the needs and motivations that drive their purchase decisions. And then you deploy the strategies and tactics that deliver the most value. This global study outlines the reasons why consumers switch brands, service providers or retailers and identifies the loyalty program attributes that potentially have the most staying power.

Free registration required to download full report.

How Does India Innovate?

November 24, 2013 Comments off

How Does India Innovate?
Source: Nielsen

Innovation isn’t easy. Globally, at least 90 percent of new product introductions fail in the year they launch. India is often viewed as a hotbed of innovation, but truth be told, the odds of launching a breakthrough success in this market may not be meaningfully better than anywhere else in the world. And the landscape is highly competitive. In looking at more than 14,000 launches in the fast-moving consumer goods (FMCG) sector in 2011 for India, Nielsen deemed fewer than 40 as true breakthrough innovations.

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’Tis the Season to Focus on Fresh

November 21, 2013 Comments off

’Tis the Season to Focus on Fresh
Source: Nielsen

There’s no time like the holidays for lavish feasts and decadent treats, which means it’s time for consumers to start decking their fridges and pantries with food for year-end entertaining. So when December hits, shoppers up the ante when it comes to stocking their baskets with fresh foods, when family and friends begin gathering to indulge on holiday favorites like turkeys, pies and sweet potatoes. And because quality and selection in the fresh departments is an important driver of shoppers’ store choice, enticing shoppers with fresh options in December can mean winning the entire holiday basket and generating the highest sales of the year.

The week of Christmas is a gift to fresh food sales. Behind Thanksgiving, it’s the highest-selling week of the year, and fresh food sales are 8 percent higher than average. Fresh foods account for 32 percent of total food sales during that week (compared with the 30% annual average). Winning in fresh is critical around Christmas, because losing the holiday basket could be more costly than any other time throughout the year.

Competition for the fresh-focused holiday basket is greater than ever. While traditional grocery stores are the leaders in fresh food sales, other retail channels – including supercenters, club, dollar and even drug stores – are responding to growing consumer demand by delivering greater availability and assortment of fresh foods. So how does a retailer gain the competitive edge and win the holiday basket?

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