Hispanics are streaming trendsetters

Hispanics spend the most media time with television, but their engagement with TV is rooted in what they watch on streaming services.

61% of Hispanics say that streaming is their primary destination for TV viewing.

Hispanics spend 22% less time with live and time-shifted TV content than the general population.

Hispanics spend 48.9% of their TV time with streaming content.

Data sources: Nielsen National TV Panel; Streaming Platform Ratings

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Building better content experiences

This report breaks down how to enhance channel programming, tailor recommendations and customize user experiences across FAST channels and beyond.

The trust factor

The Latino community’s unique connection with content is driven by trust.

The keys to connections

Understand the factors that lend authenticity and affirm credibility.

Close the diversity gap

There are perceptions that Latinos feel underrepresented in many of television’s most-watched genres.

The Hispanic audience insights you need

Download the Hispanic audiences in focus report and understand what drives media consumption and trust.

Download the report

The post Hispanic audiences in focus: Trust in media – the key factor driving the shift to streaming appeared first on Nielsen.

2023 State of Play

Data-driven personalization: The future of streaming content discovery

To counteract the rise of overwhelming media choice, personalized viewing experiences present an enduring solution.

Download the insights

Behind the rise of streaming

Audiences are so overwhelmed by content options that many give up on watching altogether.
This highlights an increasing need for personalization and fulfilling content discovery journeys.

Since 2020, the amount of content available to TV viewers has grown by more than 1.1 million individual programs¹.

Overwhelmed by choice: 20% say they don’t know what to watch beforehand and couldn’t find something to watch—so they did something else instead².

Gracenote Video Data has 1,434 FAST channels in its database, 1,050+ of them available in the U.S.³

1 Gracenote Global Video Data; 1.6 million unique titles available February 2020; 2.7 million available in June 2023.
2 Source: Nielsen Streaming Content Consumer Survey, June 2023.
3 Source: Gracenote video data, June 2023.

Download the insights

Building better content experiences

This report breaks down how to enhance channel programming, tailor recommendations and customize user experiences across FAST channels and beyond.

Power personalization

Discover how metadata can unlock personalized FAST viewing experiences.

Unsilo content discovery

Evolve your distribution strategy to work beyond individual channel levels.

Sharpen ad delivery

Learn how content-level metadata can enhance overall ad targeting for streaming.

The insights you need to act FAST

Download the 2023 State of Play report and discover how to get ahead of the streaming curve.

Download the insights

The post 2023 State of Play Report appeared first on Nielsen.

The push for change:

Examining LGBTQ+ representation in media and advertising

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The trend toward increasing LGBTQ+ representation in media reflects forward progress for the community, but the road ahead is far from smooth. As recent cancellations and shortened series disproportionately affect queer representation on screen, finding LGBTQ+ inclusive content to help carry inclusive brand messaging may prove even more challenging.

The future of marketing is personal, and audience data is critical in an era where people are looking for content—and brands—they can connect with. In this report, Nielsen examines how gender nonconforming audiences  are more comfortable with brands targeting them based on their sexual orientation and/or gender identity than cisgender audiences. 

When it comes to media content, streaming is leading the way. While LGBTQ+ related video content is limited, streaming platforms account for 87% of what’s available. LGBTQ+ audiences view movies and programs on traditional TV as notably more non-inclusive than movies and programs on streaming services—and so do heterosexual audiences.

Other key highlights include:

• More than 25% of global audiences believe that celebrating inclusivity and sharing positive stories would improve LGBTQ+ inclusivity in ads and content.
• When audiences did receive targeted advertising based on sexual orientation and/or gender identity, 64% say the products and messaging were relevant. 
• Streaming platforms account for 87% of what’s available for representative content, with Black LGBTQ+ content leading representation for the community.

The post Examining LGBTQ+ representation in media and advertising appeared first on Nielsen.

The need for consistent measurement in a digital-first landscape

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Few changes in the media industry are as defining as audiences’ relationship with television. And the latest evolution capturing audiences’ attention is streaming services, smart TVs, and the content they support. In the U.S. alone, Americans watched 19 million years worth of streaming content in 2022.

So, naturally, brands have adjusted their media strategies: 84% of global marketers say they include streaming channels in their media plans.

The catch? Less than half believe this spending is effective.

In December of 2022, we surveyed 1,524 global marketing professionals to understand how they feel about changing viewing behaviors, the rise of streaming and CTV, and solutions for tracking and proving campaign impact.

Here are four key survey insights:

1

Recession or not, marketers expect ad budgets to grow

Despite 69% of global marketers saying economic conditions had a big impact on planning, 64% expect their budgets to grow.

---

2

Streaming is the future, but value remains unclear

84% of global marketers include streaming in their media planning. Less than half, however, view this spending as effective.

---

3

ROI confidence is lowest across digital channels

Only 54% of marketers are confident in ROI measurement across digital channels.

---

4

Multiple measurement tools could be hurting confidence

62% of marketers use multiple measurement solutions to achieve a comprehensive look at marketing performance, which may be contributing to the lack of confidence.

Insight #1

Digital spend edges out other channel investments

For marketers, 2023 was assumed to be an uncertain year, with 69% surveyed for this report saying that the economic conditions had an impact on their planning.

Still, 64% expect their ad budgets to increase this year, with 13% even expecting increases of 50% or more. Much of that growth can be attributed to CTV and streaming.

Anticipated budget changes of 50% or more throughout the year

Anticipated CTV/OTT spending aligns with global trends we’ve been tracking.

---

In the U.S., 2022 digital video ad spend was up 171% from 2020. 

---

Across Puerto Rico, Mexico and Brazil, digital ad spend increased 228%* between 2021 and 2022 for a total of US$24.5 billion, with 58%  (US$14.2 billion) allocated to digital video.

---

In France, Denmark and the U.K., internet-based video spend increased from US$2.3 billion in the first three quarters of 2020 to US$4.2 billion USD in 2022.

*The data reported is derived from the increased coverage of our Ad Intel measurement, which shows greater visibility of actual spending on digital vehicles. (1) Digital activity reporting in Brazil starts in January 2022. (2) PPP and social activity reporting in Puerto Rico starts in May 2022.

Insight #2

Global ad budgets lean into CTV

The increased spend across online video reflects audiences’ shift to streaming in particular.

In the U.S., Americans watched more than 19 million years’ worth of streaming content in 2022.

In Mexico, streaming grew to account for 15.2% of total TV usage as of December 2022.

In Thailand, streaming content reaches more than 50% of the TV audience.

In Australia, 70% of people 14 and older say they use the internet to stream video.

1 Nielsen Streaming Content Ratings and Nielsen National TV panel
2 The Gauge Mexico
3 Thailand Cross-Platform Ratings
4 Australia Consumer and Media View, Q4 2022

Naturally, global marketers are refining their media spend: On average, 32% report allocating 40%-59% of their budgets to CTV, and nearly one-fifth (19%) report shifting 60%-79%.

Global ad budgets are shifting to CTV

Zenith Media forecasts that global online video ad spending will grow at a compound annual growth rate (CAGR) of 4.8% through 2025 to account for 30% of the overall ad market. The company expects advertising on subscription video on demand (SVOD) services to grow at a CAGR of 27.9% to reach US$13.1 billion by 2025.

This is massive momentum. And yet, according to global marketers, the perceived effectiveness of their  CTV/streaming investments is just 49%.

Perceived effectiveness of digital spending by channel

Our recommendations

1

Beware of underinvesting on brand equity

Marketers are always asked to do more with less, even without threats of a recession. The economic uncertainty, however, adds pressure to protecting brand equity and sharpens the need for efficient, targeted and measured ad spending. Marketers may just have less budget to do it all.

If that wasn’t hard enough, there’s another big consideration: Most brands were already under-spending—by a median of 50%— and losing opportunities to achieve their maximum ROI in 2022. Reducing spending more could hurt ROI even further. It may also have a negative impact on marketers’ top objectives for 2023: customer acquisition and brand awareness.

Top marketing objectives for the 2023

In digital channels where engagement is rising, under-spending is even higher. For example, May 2022 data from Nielsen’s Predictive ROI Database showed that 66% of global media plans were under-invested for digital video. But marketers that close the spending gap and optimize their digital video investments can improve ROI by a median of 51%.

Rampant underspending is preventing maximum ROI

Digital videoDisplaySocialTV

2

Embrace a comparable measurement mindset

Audiences have spoken: Digital video—in all of its forms—is the future of how audiences will engage with content. This shift calls for transformative change in measurement. Marketers know how important comparable metrics are to understand the effectiveness of their ad spending, but they’re still too reliant on tools that give only a limited view of performance. To keep pace with the industry’s future, marketers need tools, solutions and metrics that are media-agnostic.

Impressions, for example, are universally applicable across ads, content and platforms. And subminute measurement, which produces individual commercial metrics, brings linear TV and digital video measurement closer to how digital campaign performance is measured.

On average, 62% of marketers find it hard to know where to use their ad budgets to reach specific audiences. Even more (69%) agree that digital media and audience fragmentation poses significant challenges to reach their target audiences.

Difficulty with OTT/CTV advertising measurement

GlobalAPACEMEANorth AmericaLatin America

To be the transformation that marketers want and finally achieve comparable cross-media measurement at the individual level, marketers should prioritize solutions that are focused on delivering measurement that is media agnostic.

3

Increase ROI by reaching more of your target audience

Understanding how campaigns are performing in near real time should be the way forward on the quest for maximum ROI. We hear this a lot: Reach more of the right audience and your ROI will increase. There’s more truth to this statement than many people might realize.

In 2022, Nielsen conducted a study involving 15 brands and 82 digital campaigns in the U.S. to verify the correlation between target reach and campaign ROI. When we combined in-flight target measurements from Nielsen Digital Ad Ratings and outcome metrics from Nielsen Attribution, we found one clear truth: Ads that best reached their intended audience generated significantly higher ROI than those that didn’t.

Tracking the relationship between targeted ads and ROI

The graph above shows three distinct performance clusters with each bubble representing data for one vendor, for one month, on one campaign.

This study revealed key learnings about targeted reach:

Increased campaign reach raises costs and does not guarantee higher campaign ROI

Increased targeted reach will improve campaign ROI

Advertisers can use reach analysis to better understand which audiences to target

Focusing on the most valuable audiences improves efficiency and drives higher ROI

Honing campaign reach is a critical ROI lever. To stave off the complications of fragmented channels and viewerships, marketers need to prioritize measurement solutions that cover all platforms and devices, with near real time insights, so they can capitalize on opportunity and drive impact from the beginning.

About this report

This is the fifth annual marketing report Nielsen has produced. It’s also the second to be global. The report leverages survey responses of marketers across a variety of industries whose focus pertains to media, technology and measurement strategies. For this report, we engaged 1,524 global marketing professionals who completed an online survey between Dec. 7, 2022, and Dec. 21, 2022.

In terms of seniority level, we engaged global brand marketers at or above the manager level. These managers work with annual marketing budgets of US$1 million or more across the auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism and retail industries.

Here are the corresponding sample distributions by region. Please keep these sample sizes in mind when reading and interpreting the charts in this report.

Respondents by Region

• APAC: 386 respondents
• EMEA: 374 respondents
• North America: 402 respondents
• Latin America: 362 respondents

Total: 1,524

The post 2023 Nielsen Annual Marketing Report appeared first on Nielsen.

Seen, heard, valued

Engaging Asian Americans through media

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After the triumph of Everything Everywhere All At Once at the Oscars this year, many people from the Asian American Native Hawaiian and Pacific Islander (AANHPI) community were left feeling incredibly proud of that historic night. For one night, the community saw a moment of triumph, for a story and characters that reflected so much of their real-life experiences.

The AANHPI audience has made it clear – through their voices and dollar spend – that they desire for their stories to be seen and heard. Studios and advertisers can tap into the growing value of authentic stories and inclusive representation to engage an audience that is eager to see itself represented on screen. 

In this report, Nielsen explores the media platforms and content that’s drawing Asian Americans. For marketers, content creators and media publishers, we hope you’ll see there is value – and audiences – to be gained when you embrace our community.

Highlights from the report include:

• AANHPI audiences watch about 27% more streaming content – the platform with the highest AANHPI representation at more than 10% share of screen. 

• Despite a slight dip in representation from 2021 to 2022, streaming programs are still significantly more inclusive of AANHPI people than other platforms. Streaming had more than twice the representation on broadcast and three times the representation on cable. In addition, Asian-inclusive content is highly bingeable and attracts all audiences beyond AANHPI viewers.

• Good content appeals to all audiences
  • 91% of AANHPI audiences and 87% of general audiences are open to content featuring people outside of their identity group. 
  • In addition, the report shows high bingeability scores of Asian-led content across top streaming platforms and opportunities for advertisers to better engage AANHPI audiences. 

• Advertising in Asian-led content delivers value
  • AANHPI audiences are 46% more likely than the total population to buy from brands that advertise in inclusive content.
  • In 2022 brands in the fashion, pet care, electronics and travel categories allocated a significant portion of their advertising budget toward content that features and appeals to the AANHPI community. These are also the categories where Asian Americans are spending more than the general population. 

The post Seen, heard, valued – engaging Asian Americans through media appeared first on Nielsen.

Secrets
of success:

Building brands with emerging media

Download the insights

What do podcast ads, influencer marketing and branded content have in common? 

They share the same key factors for driving brand lift. 

Marketers understand how these emerging media execute on reach. However, there has been very limited research on how they deliver on brand building—until now. 

Our report pinpoints exactly what moves the needle for brand building across branded content, influencer and podcast marketing. 

In this report you’ll discover: 

• The 5 key factors that drive brand lift 
• Advertising impact on brand KPI growth 
• Emerging media’s ROI potential 

The post 5 brand building factors for emerging media appeared first on Nielsen.

With this report, we seek to provide a deeper understanding of how to be more inclusive in TV programming and connect with the valuable audiences who want to watch meaningful content. 

Download the report

The post Seen on screen: The impact of diverse talent in media appeared first on Nielsen.

Black buying power in the U.S. is estimated to grow to $1.98 trillion by 2025¹. And while most brands acknowledge that Black consumers are critical to their growth and cultural relevance, earning Black consumers’ business can prove challenging as Black people around the world become more discerning of how, where and when brands are targeting them.

To make inroads with Black audiences, brands and advertisers are investing heavily. But all those dollars will be ill-spent if campaigns don’t resonate with audiences, or worse, turn them away with representation that misses the mark. 

In this report, we explore recommendations for brands and advertisers to create connections within the Black community, and how to engage Black talent from the ground up in order to create informed, thoughtful and authentic experiences for Black consumers. 

The post Amplifying Black voices in media appeared first on Nielsen.

In addition to influencing the entertainment landscape, Latinos are voracious consumers of entertainment and media, as evidenced by their outsized appetites for streaming content. From a media and entertainment perspective, streaming has become the predominant way all people watch television, and this could not be more true than it is for the Latino community.

While all audiences are leaning into streaming, the story is more pronounced for Hispanic audiences, as 43.6% of Latinos’ total TV viewing in July 2022 was attributed to streaming platforms. And while seemingly endless choice attracts this audience, many Hispanics feel that accurate representation is in decline.

In addition to highlighting the voracious streaming appetites of Hispanic audiences, this report provides the findings from a first-of-its-kind analysis that showcase the impact of representation in media, both on camera and behind it. Importantly, the findings show that Hispanic-inclusive content attracts audiences, inspires them to spend more time within a platform and actually increases a program’s bingeworthiness.

The post Latino-led content and viewers: The building blocks for streaming success appeared first on Nielsen.

Welcome to Nielsen’s essential data hub for the FIFA World Cup 2022™. We’ll keep you updated on the predictions, standings, sponsorship trends, fan insights and our perspective on it all.

Follow along as we track the intel you need—on and off the field.

2022 Predictions

Forecasts for who will advance and win World Cup Qatar

Gracenote’s 2022 World Cup predictions bracket

See our forecast for who will win

Last Updated December 4, 2022

Last Updated 11/16/2022

Round of 16

Quarter Final

Semi Final

Final

Semi Final

Quarter Final

Round of 16

1

New Hampshire

2

New Hampshire

3

New Hampshire

4

New Hampshire

5

New Hampshire

6

New Hampshire

7

New Hampshire

8

New Hampshire

17

New Hampshire

18

New Hampshire

19

New Hampshire

20

New Hampshire

25

New Hampshire

26

New Hampshire

29

New Hampshire

30

New Hampshire

27

New Hampshire

28

New Hampshire

21

New Hampshire

22

New Hampshire

23

New Hampshire

24

New Hampshire

9

New Hampshire

10

New Hampshire

11

New Hampshire

12

New Hampshire

12

New Hampshire

14

New Hampshire

15

New Hampshire

16

New Hampshire

Predictions are based on over one million simulations that produce estimates showing the most likely team to fill each position in the knockout stages. During the 2022 World Cup, the simulation will be run after each day’s results to produce a new forecast which takes account of the latest information. The new forecast will be uploaded daily to this hub.

2022 World Rankings

The top influencers and current standings of the men's national teams

Men’s World Ranking powered by Gracenote

See the men’s national team standings.

Last Updated

1-3031-6061-9091-120121-150151-180181-210211-222

Rank	Position	Team	Team	Points
1			Argentina	2380
2			Brazil	2347
3			France	2331
4			Belgium	2285
5			England	2285
6			Spain	2280
7			Portugal	2280
8			Colombia	2279
9			Croatia	2274
10			Netherlands	2264

Rank	Position	Team	Team	Points
11			Uruguay	2255
12			Italy	2249
13			Germany	2210
14			Switzerland	2200
15			Ecuador	2200
16			Japan	2197
17			Serbia	2197
18			Morocco	2193
19			Peru	2191
20			Denmark	2188

Rank	Position	Team	Team	Points
21			USA	2185
22			Mexico	2169
23			Iran	2168
24			Scotland	2157
25			Ukraine	2154
26			Australia	2149
27			Senegal	2147
28			Canada	2147
29			Czech Republic	2147
30			Austria	2142

Rank	Position	Team	Team	Points
31			Hungary	2142
32			Tunisia	2139
33			Korea Republic	2134
34			Egypt	2131
35			Sweden	2130
36			Poland	2127
37			Russia	2125
38			Algeria	2119
39			Chile	2111
40			Venezuela	2110

Rank	Position	Team	Team	Points
41			Paraguay	2109
42			Costa Rica	2104
43			Tu00fcrkiye	2101
44			Norway	2096
45			Greece	2083
46			Wales	2075
47			Panama	2071
48			Finland	2065
49			Slovenia	2061
50			Jordan	2060

Rank	Position	Team	Team	Points
51			Cote d'Ivoire	2058
52			Mali	2056
53			Uzbekistan	2053
54			Nigeria	2052
55			Romania	2052
56			Republic of Ireland	2050
57			Georgia	2048
58			Burkina Faso	2047
59			Iraq	2046
60			Oman	2044

Rank	Position	Team	Team	Points
61			Ghana	2041
62			Cameroon	2037
63			Qatar	2033
64			Haiti	2030
65			Saudi Arabia	2030
66			Slovakia	2026
67			Congo DR	2025
68			Bolivia	2019
69			Cabo Verde	2017
70			New Zealand	2012

Rank	Position	Team	Team	Points
71			Israel	2006
72			Mauritania	2005
73			Bosnia and Herzegovina	2001
74			Equatorial Guinea	1999
75			South Africa	1999
76			Guatemala	1993
77			Jamaica	1993
78			Angola	1991
79			Albania	1983
80			Bahrain	1978

Rank	Position	Team	Team	Points
81			North Macedonia	1977
82			Zambia	1976
83			Honduras	1973
84			China PR	1970
85			Montenegro	1969
86			Bulgaria	1969
87			Gambia	1969
88			Trinidad and Tobago	1966
89			Iceland	1964
90			Guinea	1961

Rank	Position	Team	Team	Points
91			United Arab Emirates	1959
92			Gabon	1958
93			Reunion	1956
94			El Salvador	1955
95			Northern Ireland	1953
96			Palestine	1953
97			Martinique	1951
98			Kosovo	1947
99			Armenia	1946
100			Estonia	1940

Rank	Position	Team	Team	Points
101			Kazakhstan	1939
102			Vietnam	1938
103			Togo	1933
104			Kuwait	1928
105			Uganda	1927
106			Guinea-Bissau	1922
107			Luxembourg	1922
108			Korea DPR	1918
109			French Guiana	1916
110			Syria	1916

Rank	Position	Team	Team	Points
111			Kenya	1914
112			Namibia	1913
113			Benin	1909
114			Belarus	1906
115			Azerbaijan	1904
116			Cuba	1903
117			Madagascar	1898
118			Mozambique	1894
119			Solomon Islands	1894
120			Guadeloupe	1886

Rank	Position	Team	Team	Points
121			Curacao	1885
122			Thailand	1884
123			Mayotte	1883
124			Suriname	1882
125			Malawi	1882
126			New Caledonia	1881
127			Tanzania	1881
128			Sierra Leone	1879
129			Botswana	1879
130			Libya	1878

Rank	Position	Team	Team	Points
131			Tajikistan	1875
132			Malaysia	1874
133			Central African Republic	1873
134			Comoros	1872
135			Nicaragua	1870
136			Lebanon	1868
137			Fiji	1868
138			Congo	1867
139			Ethiopia	1866
140			Cyprus	1863

Rank	Position	Team	Team	Points
141			Burundi	1862
142			Liberia	1862
143			Niger	1861
144			Zimbabwe	1860
145			Latvia	1860
146			Tahiti	1860
147			Indonesia	1855
148			Sudan	1854
149			Rwanda	1850
150			Eswatini	1847

Rank	Position	Team	Team	Points
151			India	1842
152			St Kitts and Nevis	1840
153			Papua New Guinea	1836
154			Guyana	1833
155			Vanuatu	1832
156			Kyrgyz Republic	1831
157			Bermuda	1828
158			Malta	1823
159			Faroe Islands	1818
160			Turkmenistan	1816

Rank	Position	Team	Team	Points
161			Dominican Republic	1814
162			Moldova	1814
163			Lithuania	1813
164			Lesotho	1812
165			Antigua and Barbuda	1810
166			Bonaire	1806
167			Puerto Rico	1790
168			Chad	1778
169			Singapore	1774
170			South Sudan	1771

Rank	Position	Team	Team	Points
171			Tuvalu	1768
172			Montserrat	1768
173			Eritrea	1764
174			Sint Maarten	1757
175			St Lucia	1753
176			Belize	1750
177			Hong Kong, China	1749
178			Cook Islands	1747
179			Barbados	1743
180			Sao Tome and Principe	1740

Rank	Position	Team	Team	Points
181			Afghanistan	1737
182			Samoa	1733
183			Andorra	1733
184			Yemen	1730
185			St Vincent and the Grenadines	1728
186			Grenada	1716
187			Philippines	1716
188			Aruba	1715
189			Turks and Caicos Islands	1709
190			Dominica	1708

Rank	Position	Team	Team	Points
191			Kiribati	1703
192			Bahamas	1694
193			Gibraltar	1691
194			Djibouti	1676
195			American Samoa	1671
196			Tonga	1670
197			Chinese Taipei	1669
198			Saint-Martin	1664
199			Mauritius	1660
200			Maldives	1659

Rank	Position	Team	Team	Points
201			Cayman Islands	1643
202			Myanmar	1642
203			Somalia	1638
204			Nepal	1635
205			Northern Mariana Islands	1624
206			Bangladesh	1624
207			Seychelles	1619
208			Liechtenstein	1616
209			Mongolia	1610
210			Pakistan	1603

Rank	Position	Team	Team	Points
211			Cambodia	1594
212			Anguilla	1573
213			US Virgin Islands	1571
214			British Virgin Islands	1543
215			Guam	1536
216			Sri Lanka	1523
217			Laos	1514
218			Macau	1507
219			San Marino	1500
220			Brunei Darussalam	1496

Rank	Position	Team	Team	Points
221			Timor-Leste	1490
222			Bhutan	1469

The Gracenote World Football Ranking is a proprietary methodology created in 2002 and based on the Elo system used for ranking chess players. Every time two teams compete, one wins points from the other depending on the result, the winning margin, who is at home and the relative strength of the two teams playing, and the importance of the competition.

The Road to 2026

Looking ahead to the 2026 North American World Cup

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Fans are changing the game

This global report looks at the consumer shifts over the last two years and their impact on sports sponsorship models and content distribution.

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The ultimate World Cup viewing experience 

Boost your World Cup broadcast with a comprehensive sports menu that gives viewers live stats, integrated match info, and details on the matches they care about.

See for yourself

Score Sheet: Women's World Cup™ 2023

If you want even more on-the-field insights, check out our data hub for the 2023 Women's World Cup.

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The post FIFA World Cup 2022™: The essential sports data hub appeared first on Nielsen.