Sub-Saharan Africa has uplifted itself from the two decade economic low reached in 2016, bringing a slight easing of pressure but not a return to the robust growth rates previously experienced. In the 5th edition of Nielsen Africa Prospects ranking, we look at how the countries have performed across various parameters.
Reaching your audience is an important component of any ad campaign, but what good is ad reach if it doesn’t resonate with the audience? Effective campaigns require more than identifying the right channel for reaching consumers. It’s also about delivering the right message.
Whether watching TV, checking emails, or flipping through a magazine, it seems like everywhere we look there’s an opportunity for advertisers to connect with us, earn our trust and deliver their message. So has all this media proliferation watered down the resonance of their messages?
At Nielsen’s annual Consumer 360 Conference, Nielsen CEO Mitch Barns and Daniel Zhang, CEO of China-based Alibaba, sat down to discuss how global companies are leveraging digital and big data for commercial gains amid growing fragmentation, technological developments and evolving consumer demand.
While the appetite for buying groceries online is at high levels around the world—more than half of global respondents are willing to give it a try—digital natives are leading the charge. These consumers have an unprecedented enthusiasm for—and comfort with—technology, and online shopping is a deeply ingrained behavior.
After a dynamic first half of 2014, which included the Sochi Winter Olympics in Russia, the eruption of the Crimean crisis in the Ukraine, the outbreak of the Ebola virus in West Africa, and the dazzle of the World Cup Football in Brazil, the third quarter continued in a less tumultuous mode.
Today, traditional TV still accounts for the lion’s share of video viewing, and will likely continue to do so for a good while, but online and mobile are where the growth is—30 percent growth in hours watched per month from fourth-quarter 2012 to fourth-quarter 2013.
The advertising landscape landscape is evolving at an unprecedented rate, influenced by largely two factors: media fragmentation and population shifts. These changes are making it increasingly hard to connect with consumers. To maximize their reach, advertisers need to optimize and measure audience delivery, brand lift and sales impact with common metrics across screens.
The growth in radio listening across America is remarkable, considering the variety of media choices available to consumers today. And alongside the national growth, 71 million African American and Hispanic listeners tune in each week.
Though you may already use primary and secondary media research to guide your marketing strategy, you may be missing out on key information if you’re not measuring marketing effectiveness too. So you need more information to answer some very critical questions.
Seventy percent of consumers are already aware of “wearables,” and about one in six (15%) of them currently use wearable tech—such as smart watches and fitness bands—in their daily lives. With experts predicting wearable tech to be the next big thing in consumer electronics, what kinds of gadgets are consumers willing to wear?
The Hispanic radio audience is growing across the U.S., increasing by more than half a million listeners over the past year based on Nielsen’s March 2014 RADAR report. So where is this listening growth coming from?
Radio listeners come in all varieties, and so do their listening preferences. We know that listeners tune in at different times during the day, but we also know they tune in for different reasons. So a big part of radio programming involves determining how to cater to the broader audience while still focusing on core listeners.
There’s no denying the influence that e-commerce is having on the retail landscape, and that influence is starting to go mobile. And as that trend grows, marketers have an opportunity to leverage the influence of consumer preferences.
When it comes to measuring success in any industry, there’s no better indicator than sales. The music biz is no exception, as companies continue to worry about the sales cycles associated with specific music singles. When companies focus solely on sales, however, they may miss other opportunities—including the ability to build sales.
During the bitter cold-spell sweeping much of the U.S. this winter, more Americans than usual turned to the Internet for entertainment. Four out of-5 U.S. web users access entertainment websites each month, and this January, 167 million Americans visited sites in the entertainment category.
In today’s digital and social media-driven world, consumers have the world at their fingertips, but are men and women’s fingers doing the same thing? A closer look highlights the differences between what engages men and women—as well as how they react (or don’t) along the way.
Innovation in how we measure mirrors a continuously evolving media landscape. And for the first time in a Cross-Platform Report, Nielsen has migrated the reporting of mobile use and mobile video use from survey-based insights to metered data through electronic mobile measurement.
From TVs to tablets and digital to smartphones, technology is reshaping the way consumers engage with video and, in turn, how media and advertising companies do business. While the online and TV video ad markets will remain separate for the time being, the movement toward integration is real and accelerating.
The video landscape is in a time of major flux, with digital viewing on the rise, advertisers seeking integrated campaigns and yet TV networks still holding most of the cards. But with the emergence of new technologies—and new measurement capabilities—video advertising is poised for change.
Based on 70 years of watching what consumers experience, and how they buy, how they act and what they do based on their consumption of content, we see a seismic shift coming in the next five years. Nowhere is this more acute than when it comes to television and video consumption.
To everything there is a season, and the music industry is no different. From holiday hits to summer jams, music trends vary with the weather. And understanding such trends can be crucial to success for artists, retailers and labels. So is there a “perfect” time to release a new album?
The start of a new year inevitably brings new resolutions and, for many, attempts to counter the effects from the holidays. It’s the same for many audio formats, which feel the impact of holiday programming on ratings from Thanksgiving until New Year’s. Radio programmers are now seeing those trends reverse in the results from the first post-holiday ratings book in Nielsen’s portable people meter (PPM) markets.
The 15-second ad is already “the new black,” but it has yet to achieve the same level of audience engagement as its longer predecessors. That said, advertisers must now explore this new frontier further to make short-form ads more effective, regardless of the platform.
It’s no secret that Americans love sports. But much like real relationships, this amour is a sometimes complicated dance between fans, teams and players that can bring immense joy or deep heartbreak. No matter what, however, the love and desire for viewing sports content endures all—even the agony of defeat.
Millennials are some of the most connected consumers in America today. They’re also steady radio listeners. And despite rapidly evolving technology, radio continues to engage an extraordinarily high percentage of Millennials across the country each week.
242 million people listen to the radio each week. But what you may not be conscious of is where and when you’re most likely to tune in to hear your favorite music, news, talk or sports programming… because it depends on your employment status.
Ninety-two percent of the people in the U.S. over the age of 12 (242 million people) listen to the radio each week. But what you may not be conscious of is where and when you’re most likely to tune in to hear your favorite music, news, talk or sports programming…because it depends on your employment status.
While the entertainment quotient of Super Bowl XLVIII might be in question by some, the fact that the big game is a pillar of American entertainment can’t be disputed. A large contributing factor in that entertainment experience—some might even consider the driving factor—is the ads.
There’s nothing quite like watching the Super Bowl—or jumping into the conversation about it on Twitter. And this year’s big game had plenty of action—both on the field and across social media channels.
According to preliminary results from Nielsen, the telecast of Super Bowl XLVIII on FOX drew an average audience of 111.5 million viewers, who tuned in to watch the first “cold weather” NFL Championship game.
Football fans are invaluable to their favorite teams, lending their support all season and into the Super Bowl. But which of the super bowl teams' fans give them an edge in the online playing fields? We took a close look at how Denver Broncos and Seattle Seahawks fans connect with their favorite teams using the Web, mobile, and social media ahead of the big game.
As the debate rages on about the high cost of advertising during the Super Bowl, one thing is certain: big bucks are being spent in attempt to reach the growing audiences and big spenders tuning in on game day. So let’s take a stroll down memory lane and look at some of the ads that have made history over the past five years.
Industry and Services and fast-moving consumer goods (FMCG) advertising continued their reigns as the macro sectors with the highest percentage growth during the first three quarters of 2013, according to Nielsen’s quarterly Global AdView Pulse report.
On Tuesday, Jan. 28, 2014 President Barack Obama delivered his second State of the Union address for his second term in office. The sum of the average audience for the networks that carried it live and tape-delayed was 33,299,172 viewers with a combined household rating of 20.7.
By kickoff time this Sunday, football fans and casual observers everywhere will be settling in to watch or listen to Super Bowl XLVIII, an unrivaled broadcasting spectacle in American sporting culture. Yet despite the size of the event has become, there’s still nothing quite like the connection between fans and the local markets.
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. 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.
Sure, dogs have been well-established as man’s best friend for some time now, but according to the January 2014 Local Watch Report, Americans have a blossoming love affair with another trusty sidekick—the mobile device.
As we prepare for this year’s big game and even bigger ads, let’s take a quick look back and commemorate those titans of the ad industry that have consistently proven that they’ve got the creative mojo to score big. And as kick-off approaches, we’re kicking off the Super Bowl Advertiser Hall of Fame because for many, the game is as much about the ads as the game itself.
According to Nielsen’s quarterly Global AdView Pulse report, ad spend by media type continued on trend through the first three quarters of 2013, with television and display Internet advertising leading the charge globally.
The holidays may seem like a distant memory now. However, before you start breaking your new resolutions, let’s recap the impact of Nielsen’s holiday ratings book, which spanned the four weeks between Thanksgiving and Christmas when holiday programming fills the audio spectrum all across the country.
Global advertising spend has continued to climb, gaining 3.2 percent in the third quarter year-over-year. This quarter's growth likely reflects Asia Pacific's expanding powerhouse ad market. As this market continues to gain momentum, Nielsen will be watching to see if the global advertising market will continue to pick up speed through the close of 2013.
There’s no shortage of people tweeting about live TV these days—it’s a digital phenomenon and picking up speed. In 2013 alone, 36 million people sent 990 Million Tweets about TV. But until now, we haven’t known how many people tweet about TV and brands— critical information for advertisers who want to benefit from Twitter TV activity to amplify brand messages.
When it comes to radio ratings, programmers are consistently focused on determining which listener group is the most influential. After all, appealing to the audience with the biggest influence is the best way to ensure a high-performing station.
Today’s consumers face a growing array of devices and ways to encounter content–giving them the choice to connect anytime, anywhere. Given that more than 90 percent of Americans tune in to the radio each week, understanding how this fits into consumers’ total engagement will help marketers best reach their audience.
Marketers who can connect with sports fans have a captive audience. That’s because sports fans are connected and passionate when they’re engaged. And for sports like football, which compete with the holiday shopping season for attention, it’s crucial to deliver the right message in the right environment at the right time.
Integrated multi-screen campaigns are important today in effectively delivering a marketing message. However, client-side marketers, agencies and media sellers expect that importance to grow dramatically more important three years from now.
Marketers continue to gradually increase their global ad spending, as expenditures grew 3.5 percent in the second quarter of 2013 and 3.5 percent on a year-over-year basis for the January-June periods of 2013 and 2012.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago.
While the DVR has become a staple in 50 percent of U.S. homes and has helped changed the way consumers watch video, it’s not the only way consumers can watch on their own terms. Homes without the additional hardware can also watch on their own terms thanks to expanding VOD accessibility.
A product launch is a critical time to drive awareness and brand favorability—even more so when focusing the launch on a specific market. So as it prepared to launch its Starbucks Refreshers, Starbucks teamed up with SheKnows.com in order to connect with an ideal audience for its launch.
The demand to measure the return on investment for marketing spending accurately has never been greater. Big data holds the keys to this kingdom, but harnessing and utilizing an overabundance of quality data has not historically been an easy feat.
Consumers are branching out to new screens and increasing the number of media hours in their days—and marketers are following suit. La Quinta Inns & Suites—whose core consumer is the 25-64 year-old male business traveler—recently turned to Nielsen to measure its latest cross-screen campaign, and the effort yielded five-star results.
Advertising spend continues to rebound globally, though increases slowed in the first quarter of 2013. According to Nielsen’s quarterly Global AdView Pulse report, global advertising grew just 1.9 percent to $76.6 billion from the first quarter of 2012.
In the spectrum of evolving media, nothing is growing faster than the adoption of portable devices and the consumption of content on these devices. At the same time, traditional TV remains vibrant and continues to thrive.
A significant part of the world’s advertising dollars is wasted because companies are unable to accurately track campaign resonance and reaction. Neuroscience, the study of the brain and nervous system, can address this age-old need.
Ad spend remains one of the biggest and most strategic resource allocation decisions that the management of any leading consumer marketing company has to make. So the speed of change in the world of media and advertising is creating new uncertainties in the executive suite.
2012 closed out on a positive note for the ad industry: globally, ad spend increased 3.2 percent year-over-year to $557 billion. A strong third quarter, which saw growth of 4.3 percent, helped drive the annual uptick. Ad spend growth then receded to a more modest 2.5 percent in the fourth quarter.
When it comes to music, games, books, TV shows and movies, people have more choices than ever before. Will they stream digitally or buy a physical copy? Subscribe to a service or make a one-time purchase? View content on the computer, mobile device, ereader or game console? Understanding these key behaviors are essential for executives making everyday decisions -- and that's before buyers even get to the thousands of titles that are available to pick from.
Gaming continues to grow and evolve across screens in new and interesting ways. Understanding who the gaming audience is, what and how they play, and how gaming fits into their broader entertainment profile is as important as ever for this dynamic industry. In this year’s annual U.S. Gaming: A 360° View webinar, Nielsen will discuss key trends in gaming and its interconnections with other forms of media and entertainment ― all from a consumer perspective.
You may be wondering: How does social media advertising fit into the larger advertising ecosystem? How are consumers engaging with social media? The proliferation of social TV? The second screen experience? With our eyes and your foresight, learn about trends in video, digital and social media to influence today’s consumers.
Optimizing ad performance is about reaching the right audience, influencing its opinion and impacting behavior. While achieving this winning combination can be a challenge, it is now made possible using the '3R Framework' – and understanding how Reach and Resonance lead to Reaction.