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What Do You Know, What Do You Say: Audiences Rely on Traditional Influences in a Content Crazy World
Streaming services and their content are thriving now more than ever. Access to this type of content has never been easier – from smartphones, tablets and smart TVs. But choosing what to watch or listen is quite difficult. As a result, audiences are looking to shows they already know of from traditional platforms and turning to people they trust to choose what they watch or listen to.
According to the Q3 2018 Nielsen Total Audience Report, the most influential factors for users as they explore streaming content and decide what to watch or listen to are WHAT they know and WHO they know.
Case Study: the Power of Outdoor Advertising
In 2018, Australian advertisers spent approximately $1 billion on outdoor advertising, according to Nielsen Ad Intel estimates. When trying to work out the return on investment (ROI) on these dollars, historically it’s been difficult to determine whether the right audience saw the ad; and it’s proven a challenge to add more detail to an audience segment that spans beyond age and gender.
To drive a better outcome for ROI on marketing dollars, Nielsen and RDA Research have partnered to shine a light on target audiences with a solution called GeoCMV Explorer.
Good Content is Good Content: Choice is the Driving Force behind Changes in TV Viewing Habits
Consumers today, however, use the word “TV” interchangeably when referring to all types of video content. The vast access of content and nascent technology are revolutionizing how consumers view TV today. According to the most recent Nielsen Total Audience Report, more than two-thirds of U.S. homes have access to a subscription video on-demand (SVOD) service, giving people increased content choice and “channel” options.
While three-fourths of U.S. homes use a traditional cable or satellite provider to access content, consumers are turning to over-the-air (OTA), internet-only or virtual cable providers to get content to their TV glass.
Uncovering Trends in Media Content across TV and Digital
Nielsen’s first quarterly Content Ratings Benchmarks report explores how audiences are connecting, on average, with video content across live TV, DVR, VOD and digital platforms. Drawing from Digital Content Ratings and Total Content Ratings data, the report provides a comprehensive view of how individuals consume video content using comparable metrics to evaluate consumption across TV and digital.
Looking closer at how people spend their time watching content on mobile devices, smartphones and tablets have become significant vehicles for content originated on broadcast and cable networks, as well as content originated from digital-first publishers.