Archive

Archive for the ‘Nielsen’ Category

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.

Free registration required to access report.

About these ads

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.

Free registration required to download report.

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.

Free registration required to download report.

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.

Free registration required to download report.

Follow

Get every new post delivered to your Inbox.

Join 899 other followers