1、Your Guide to the 2024-25 Planning SeasonUpfronts NewFrontsFrontierTheNextCopyright 2024 The Nielsen Company(US),LLC.2Table of contentsIntroductionSection 1New platform and programming trendsSection 2 New audience trendsSection 3Ad trends and outcomes insightsConclusionAbout Nielsen3515233132Copyrig

2、ht 2024 The Nielsen Company(US),LLC.3IntroductionHave we entered a time loop?If youre just back on Terra after a 20-year mission on the USS Enterprise,youre likely to do a double take when you see that the programs on TV screens today are the same that played before you left(NCIS came out in 2003,Gr

3、eys Anatomy and Criminal Minds in 2005).The screens are flatter,and youd have to turn to Paramount+instead of UPN to see your own Star Trek adventures now,but many of the most-popular programs are the same.Is streaming the latest incarnation of TV syndication?While top quality content will always fi

4、nd its way to the screen,the way that people are consuming that content today is radically different than it was only a few years ago.And those changes in viewing behavior,in turn,are transforming the industry.How do you navigate these changes?To help you chart your course,we put this guide together

5、 highlighting three paradigm shifts for the 2024-2025 Upfronts/NewFronts planning season.Suits breaking records week after weekNCIS,Greys Anatomy,and Criminal Minds at the top of the chartsFAST and ad-supported streaming picking up steamMedia companies bundling channels like its 1999Copyright 2024 T

6、he Nielsen Company(US),LLC.4IntroductionIn a world where linear broadcast and cable represent just half of overall TV viewing,the traditional TV seasons rule over the calendar may be shifting,and buyers and sellers need to operate with more agility and flexibility.The Upfronts still have a critical

7、role to play,but perhaps not as a harbinger of the whole TV schedule anymore.In section 1,well look closely at new platform and programming trends to illustrate the rise of Convergent TV.The TV experience has new personalization potential,and now that people have an infinite aisle of programming opt

8、ions at their fingertips,age and gender GRPs certainly dont have the same pull.Succeeding in tomorrows TV environment means striking the right balance of contextual,advanced targeting,and one-to-one advertising.Its a new game.In section 2,well examine key audience trends to demonstrate the uniquenes

9、s of todays TV viewing audiences.People spend between 4 and 5 hours a day with TV(live,time-shifted and streaming),but they now spend just as much time with other media.We are entering the world of Convergent TV,where the line of what is and isnt considered“television”blurs.As such,measurement silos

10、 and incompatibilities should be a thing of the past.Advertisers want to understand how their TV buys are performing not as stand-alone investments but in the context of their cross-media campaigns.In section 3,well review important cross-media considerations through current ad trends and outcomes i

11、nsights.The convergence of linear and streaming is redefining the planning seasonYour audience today isnt the same as yesterdaysLinear TV is big but its only half of the equation123Platform and programming trendsAudience trendsAd trends and outcome insightsCopyright 2024 The Nielsen Company(US),LLC.

12、5New platform and programming trends1New platform and programming trends1SectionCopyright 2024 The Nielsen Company(US),LLC.6New platform and programming trends1TV programming has historically been a seasonal affair:dips in offerings and total uUse of television(TUT)during summers(when more people we

13、re on vacation and away from their TV routines)and spikes in the fall(when new programs were released to coincide with the launch of new car models and the pre-holiday shopping season).But what does seasonality mean in the streaming age?The advent of Convergent TV over the past few yearsthe combinat

14、ion of linear and streaming into a seamless viewing experienceis transforming the TV landscape:both the way that people consume content and in the way that media companies produce and release new programming to meet that demand.Well answer that question through four key analyses.Streaming usage(whet

15、her from digital-first or legacy TV companies)passed cable for the first time at the end of 2022 and is now the dominant form of TV viewing in the U.S.,accounting for nearly 40%of total TV usage.(Figure 1.4)Streaming platforms are releasing new titles(both acquired and original)throughout the calend

16、ar year,as well as dropping whole seasons at once,which raises the publics expectations for new,bingeable TV programming outside of the traditional TV season.(Figure 1.5)BBO homes have steadily climbed at a rate of 8.5%per quarter for the past three years,but the majority(82%)of BBO homes access som

17、e type of linear content.(Figure 1.2)TV reaches nearly 90%of the U.S.population in one form or another over the course of any given week,and the growing adoption of streaming and CTV devices may start to smooth seasonality out of TV usage for programming beyond sports.(Figure 1.3)Convergent TV is re

18、defining the planning seasonvMVPD:Virtual Multichannel Video Programming Distributor,which is streaming service that offers multiple channels over the internet,such as YouTube TV and fuboTVCopyright 2024 The Nielsen Company(US),LLC.7New platform and programming trends1To understand todays TV audienc

19、es,its critical to know not only what they are watching but how they are accessing that content.Advertisers and agencies need to know what platforms to add to their media mixes,media owners where to distribute their new programs,and distributors how to value their inventory.At a high level,TV househ

20、olds can currently access TV content in one of three ways:cable,broadband internet,or with an over-the-air(OTA)antenna:Of course,these three options are not mutually exclusive.Nearly 4%of Cable Plus homes have TV sets with OTA antennas.BBO homes are rising,but they dont just stream Definitions used

21、by Nielsen to report state of industryHomes that access TV content through a cable,satellite,or telco pay-TV provider,but not exclusively.Cable,satellite and telco pay-TV are traditional MVPDs.Homes that access TV content through an OTA antenna.Theyre not Cable Plus homes(no cable,satellite,or telco

22、 attached to any set),but they may access an SVOD or virtual MVPD(vMVPD)service through a broadband connection.Homes that access TV content exclusively through a broadband connection.None of the TV sets in a BBO home receives a broadcast or cable channel from a traditional cable(MVPD),satellite,telc

23、o or OTA source.They may,however,access those channels through a vMVPD like YouTube TV or Hulu+Live.Broadband-Only(BBO)OTACable PlusOTABroadband-Only (BBO)Cable PlusCopyright 2024 The Nielsen Company(US),LLC.8New platform and programming trends1Informational universe estimates for TV access in U.S.h

24、ouseholdsFigure 1.1Nielsens media-related universe estimate(MRUE)process classifies households based on their TV viewing sources.Given the rise of vMVPDs and the access to linear programming they provide,Nielsen plans to reclassify homes that have an vMVPD from broadband-only or OTA to Cable Plus in

25、 2024.This change will reduce BBO and OTA universe estimates and raise Cable Plus universe estimates.To help the industry better understand what TV content access actually looks like,weve prepared a set of informational universe estimates that break down the U.S.TV universe by access type.Given this

26、 impending change,the definitions and trended data in figure 1.2 do not reflect the 2024 MRUE revisions.Nielsen will reclassify homes in 2024 to better reflect content accessNote:The data in the chart above does not reflect forthcoming MRUE revisions that will reclassify homes that have access to an

27、 vMVPD to Cable Plus.Copyright 2024 The Nielsen Company(US),LLC.9New platform and programming trends1Source:Nielsen U.S.National TV Panel,weighted households data April 2021-October 2023Figure 1.2 shows that three-way classification TV access has evolved over the past three years.BBO(inclusive of vM

28、VPDs)homes climbed from 16%of all U.S.households in January 2021 to nearly 40%in October 2023,a quarterly rate of increase of 8.5%.And most of that rise has been at the expense of Cable Plus homes,which have dropped from 68%to 46%of U.S.households in that same timespan according to current definitio

29、ns.However,a recent review of linear tuning,found that 82%of BBO homes watch some form of linear content,which supports the forthcoming MRUE reclassification.Without vMVPD homes,the BBO universe drops to 28%.For their part,OTA homes are holding steady around 14.5%of all U.S.households,and 80%of them

30、 are subscribing to a streaming service to complement their OTA experience.Broadband-only homes have been climbing steadily for the past 3 yearsFigure 1.210202307202304202301202309202207202204202201202210202107202110%20%30%40%50%60%70%80%042021over-the-airbroadband-onlycable plus0%TV access is evolv

31、ing,with caveatsCopyright 2024 The Nielsen Company(US),LLC.10New platform and programming trends1 Source:Nielsen National TV Panel Q1 2022-Q2 2023TVs usage continues to rise thanks to growing CTV reachGrowing adoption of CTV devices may smooth seasonality out of TV usageThe recent rise of BBO homesa

32、nd growing adoption of smart TVs in cable and OTA homes toohas translated to a boost for CTV reach,as illustrated on Figure 1.3.A useful metric to understand the ubiquity and potential impact of a marketing platform is its weekly reach.For CTV devices,weekly reach was 75%of all U.S.households in mid

33、-2023,five percentage points higher than a year earlier.It passed linear TV(live+time-shifted)in the process.CTV devices have been a boon for the TV industry,boosting the total use of the TV set from 86%to 88%.The ups and downs associated with the broadcast TV season are apparent in the reach curve

34、for linear TV.Figure 1.4 will show a slight drop in time spent,but when its seasonally-adjusted,the reach of linear TV remains largely untouched.Figure 1.3Total use of TV setLive+time-shifted TV reachCTV reachQ1 202286%72%70%Q2 202286%70%70%Q3 202286%68%71%Q4 202289%73%75%Q1 202388%71%76%Q2 202388%6

35、9%75%Copyright 2024 The Nielsen Company(US),LLC.11New platform and programming trends1Source:The Gauge monthly insights,August 2022-September 2023 Note:The dip in September of 2022 reflects a methodology change and not behavioral changeStreaming now dominates time spent on TVStreaming leads time spe

36、nt with more than 36%of total TV minutesThe growing importance of streaming in our daily lives is even more evident when we examine time spent instead of reach.Figure 1.4 shows that streaming rolled past cable in November 2022,and as of November 2023,accounted for 38%of total TV time,all ages combin

37、ed.Broadcast typically goes up in the fall thanks to football,new series and the return of old favorites.Cable sees a similar bump in the spring with March Madness and the NBA Playoffs.The WNBA tournament was particularly successful in 2023,both on ESPN and on ABC and ESPN+for the final.In fall 2023

38、,sports programming again drew viewers in and appears to be shielding broadcasters from the full impact of the WGA and SAG-AFTRA strikes.The ongoing shift of more sports programming to streaming platforms is likely to have major repercussions in 2024,although new local sports rights deals and the ri

39、se of FAST TV might moderate that effect,especially in an Olympic and election year.Figure 1.4OtherStreamingCableBroadcast510152025303540102023092023082023072023062023052023042023032023022023012023122022112022102022092022082022112023Copyright 2024 The Nielsen Company(US),LLC.12New platform and progr

40、amming trends1Source:Nielsen Weekly Top Ten Streaming Programs,August 29 2021-September 23 2023Regular releases are boosting streaming volume for top titles throughout the yearTheres a constant flow of programs released outside traditional TV seasonFigure 1.5 shows the combined weekly volume of the

41、top 10 original streaming programs,top 10 acquired streaming programs and top 10 streaming movies in the U.S.from September 2021 to October 2023,as measured by Nielsen Streaming Content Ratings.The peaks correspond to big streaming releases.Can you spot the back-to-back peaks associated with the rel

42、ease of season 4 of Stranger Things?Streaming peaks tend to occur outside of top broadcast months(September-November,March-May),leveling out the ups and downs of the traditional TV season,and the overall trend shows a 30%growth in weekly volume for the top programs over that two-year span,from 15 to

43、 around 20 billion minutes.Figure 1.5Cobra KaiStranger ThingsDahmerGlass OnionCopyright 2024 The Nielsen Company(US),LLC.13New platform and programming trends1 Brands with yearly revenues between$50M and$1B2 Source:Nielsen U.S.advertiser sentiment survey,November 2023For advertisers and media agenci

44、es,this is a clear reminder that TV remains a central piece of the marketing mix.Its a different medium than in the early days of television,or even 20 years ago when American Idol routinely had 30 million viewers tuning in,but its just as relevant today as it ever was.In fact,its a more complete fu

45、ll-funnel channel now because its increasingly more scalable and addressable,and not just for the largest advertisers.Nearly 60%of medium-sized brands1 expect to spend more on streaming on CTV at the upcoming Upfronts and NewFronts,and 35%anticipate theyll spend more on linear as well2.This year,loo

46、k for non-scripted content like sports,reality,game shows and news programming to continue to support linear TV,and for new waves of international content to light up streaming platforms.For publishers,seasonality isnt gone,but there are exciting ways now to fill the gaps in the traditional TV sched

47、ule(1.1 million ways,to be exact)and smooth out its ups and downs.Theres also room for FAST services to continue blurring the line between streaming and classic TV.This changes the TV programming(and counter-programming)game and puts pressure on the industry to adapt to the new environment,but it al

48、so creates a major incentive for superior program scheduling.For measurement,data and analytics companies,a top objective now is to develop an adtech ecosystem for TV that combines the best of linear and digital and gives its stakeholders the tools they need to buy and sell with confidence.At the he

49、art of that system,the industry needs common,cross-media metrics:a way to measure ad delivery and performance consistently across platforms.We have a few ideas.PublishersAdvertisers&Media AgenciesMeasurementImplications for media stakeholdersBroadcast and cable programming are entertainment pillarst

50、hey still combine for more than 50%of total TV timebut weve clearly entered the streaming age.The platform and programming trends highlighted above confirm that the streaming headlines are not overhyped,and the changes were observing in our own media behavior are part of a structural shift towards C

51、onvergent TV in the industry.Its time to embrace those changes.Copyright 2024 The Nielsen Company(US),LLC.14New platform and programming trends1This season is going to be pivotal for the future of measurement.Nielsen plans to endorse Big Data+Panel as our National TV currency for the 2024-2025 TV se

52、ason,consisting of the 45M+big data households and 75M+devices from Comcast,Dish,DirecTV,Roku,Vizio,combined with and validated by our gold-standard panel of approximately 42,000 homes/101,000+real people.Nielsen brings its unique mix of unrivaled data science expertise coupled with our patented peo

53、ple-powered measurement,ensuring our clients can trade with confidence.Nielsens Big Data+Panel provides expanded coverage,greater scale and measurement stability all the while ensuring that planning and measurement is representative of the audience.By enabling our clients to take advantage of advanc

54、ed audiences while capitalizing on linear addressable,Nielsens Big Data+Panel unlocks new ways of confidently reaching the audiences that matter most.Periods of transition can be disruptive,but this moment presents a unique opportunity for all players to study metrics side by side and discover deepe

55、r insights into linear TV ad and content performance.We look forward to helping clients get ready to plan,sell and buy National linear TV based on Big Data+Panel.While Nielsen intends to endorse Big Data+Panel as National TV currency for the 2024-2025 TV season,we recognize that organizations evolve

56、 and adapt at different rates.To ease the transition to Big Data+Panel as National TV currency,Nielsen is providing the following:Big Data+Panel:Consisting of Comcast,Dish,DirecTV,Roku,Vizio,combined with and validated by our gold-standard panel this data set will calculate Average Commercial Minute

57、(ACM)metrics from subminute crediting.Individual Commercial Metrics:Based on the same Big Data+Panel inputs as the ACM data stream described above this data stream will provide metrics for exact ads.TV Panel:We will continue to make our accredited TV Panel ACM data available for transactions.Crediti

58、ng is based on viewing for the majority of seconds within the minute(“Win the Minute”;no change to prior years).Currency-grade measurement demands trust,stability and innovation.By providing multiple data streams,Nielsen is able to ease the transition and deliver the level of granularity and transpa

59、rency the industry needs to make the right decisions.Nielsens Data EvolutionA new era ofmeasurementCopyright 2024 The Nielsen Company(US),LLC.15New audience trends2New audience trends2SectionCopyright 2024 The Nielsen Company(US),LLC.16New audience trends2TV viewers arent all buying into new platfor

60、ms with the same enthusiasm,or even using them the same way.As of June 2023,Gracenote had cataloged nearly 100 streaming services in the U.S.alone and over 30,000 different channels.In such a highly fragmented landscape,it would be wrong to expect that a show like Suits would appeal to exactly the s

61、ame types of viewers on Netflix and Peacock as it did on USA Network,or that Yellowstone would attract the same audience on CBS as it does on Paramount+.How different are streaming audiences?We use some traditional market segments to illustrate that even at that high level,streaming audiences are ve

62、ry different from linear audiences:Streaming audiences dont look the sameWhile CTV is growing across all segments,there are persistent,sizable differences in weekly reach across age and race/ethnic groups.(Figure 2.1)While time spent with linear TV grows dramatically with age,its more uniform on con

63、nected devices.Still,there are substantial variations in time spent by segment,with different age groups leading the way for different race/ethnic groups.(Figure 2.2)Streaming represents a much greater proportion of TV time for young viewers than it does for older viewers:60%(18-34)vs.32%(50-64)and

64、18%(65+)as of August 2023.(Figure 2.3)When deduplicated with broadcast and cable,CTV unlocks notable incremental reach potential when added to a TV media buy.(Figure 2.4)Copyright 2024 The Nielsen Company(US),LLC.17New audience trends2In section one,we pointed out that the weekly reach of CTV device

65、s had climbed five percentage points from early 2022 to mid-2023,with CTV now accounting for a third of total TV usage.Lets drill down and see how it changed for various demographic groups.Figure 2.1 shows that the weekly reach of CTV devices is rising across virtually every segment of the populatio

66、n.But there are wide and persistent gaps:Middle-age adults(35-49)and their young kids(2-11)are leading the way with a weekly reach of 83%and 85%,respectively,while older viewers(65+)are lagging 20 percentage points behindbut still growing at the same rate as the rest of the population”+8%YoY.CTVs re

67、ach among Hispanic and Black viewers has been slightly above average since Q4 2022,but its remained consistently below average for Asian American viewers,and the gap appears to be widening.Weekly reach of CTV devices remains uneven across age and race/ethnic groupsSource:Nielsen National TV Panel Q1

68、 2022-Q2 2023There are persistent gaps in CTV reach by age,race and ethnicityFigure 2.1Q22023Q12023Q42022Q32022Q22022Q1 2022100%80%60%40%20%0%0%20%40%60%80%100%79%68%66%78%70%58%BlackHispanicAsian American78%69%67%78%70%59%71%71%68%79%72%61%85%77%73%83%74%62%76%74%74%83%75%64%77%75%74%84%76%63%70%69

69、%63%70%69%63%71%72%64%76%75%67%76%76%67%76%76%66%Race/ethnic groupsAge groupsCopyright 2024 The Nielsen Company(US),LLC.18New audience trends2For every race/ethnic group,daily time spent with CTV varies much less with age than with linear TV Source:Nielsen National TV Panel Q1 2022-Q2 2023Figure 2.2

70、A basic truth in audience measurement is that older viewers spend a lot more time watching TV than the rest of the population.While that remains the case for linear TV(to the tune of 6+hours a day for people over 65,and even higher for older Black viewers),the story is very different for CTV usage.F

71、igure 2.2 shows that among Black viewers,those spending the most time on CTV are 35-49.Among Hispanic viewers,all age groups spend around 2 hours a day on CTV,with young kids(2-11)edging slightly ahead.And for Asian American viewers,older audiences(50+)are leading the way.This is a snapshot of time(

72、Q2 2023)and it will be very interesting to see if those trends continue as usage increases.When we examine where the linear and CTV curves intersect for each race and ethnic group,we can see that people 35-49 currently spend about the same amount of time on linear and CTV,older viewers spend proport

73、ionally more time with linear TV,and younger viewers more time with CTV.Differences by age arent the same for every race and ethnic groupAsian AmericanHispanicBlackCompositeCTVLinearCopyright 2024 The Nielsen Company(US),LLC.19New audience trends2In August 2023,people ages 35-49 spent about half of

74、their TV time streaming,as shown in figure 2.3.On either side of that age group,streamings share of viewing was up or down substantially:60%for viewers 18-34,around 32%for viewers 50-64,and under 18%for viewers 65+.As people age,the viewing habits theyre currently developing will continue to favor s

75、treaming,and we expect the overall share of streaming(38.3%in August 2023)to climb over time,with temporary fluctuations caused by sports and live events exclusive to linear TV.At the platform level,Netflix currently appeals to all ages equally,but YouTube over-indexes among children(2-17),Disney+am

76、ong younger kids(2-11),Hulu among younger adults(18-34)and Amazon among older adults(50+).For more details about streaming audiences,check out The Gauge.Streaming dominates TV time for young viewersStreaming represents a much greater proportion of TV time for young viewers than it does for older vie

77、wersFigure 2.3Source:The Gauge Total TV and Streaming Snapshot report,August 20230%20%40%60%80%100%11.1%38.3%30.2%20.4%StreamingCableBroadcastOtherCopyright 2024 The Nielsen Company(US),LLC.20New audience trends2In a media reality where nearly 90%of the U.S.population use their television in some ca

78、pacity every week(figure 1.3),its unsurprising that many still consume linear TV.Even more watch a mix of linear and CTV.But,theres something else thats abundantly apparent:When deduplicated across both channels,there is a considerable audience you can only reach through CTV.Figure 2.4 reveals the i

79、ncremental opportunity of expanding a TV media buy to include CTV.When looking at all viewers 18+,broadcast and cable reach 79%and CTV apps reach 85%.When deduplicated,19%of the CTV audience is unique and does not overlap with TV.Exclusivity skews even higher for Asian and Pacific Islander viewers(3

80、8%)and Hispanic audiences(26%)but dips lower(16%)for Black audiences.Its important to note that the specific percentages are less important than the overall takeaway.This data doesnt reflect a realistic buying scenario;there are no parameters set such as CPM,max impressions or dollar amounts.However

81、,the chart does represent the maximum reach potential and,in doing so,flexes the planning power of a deduplicated,cross-media view of your audience.CTV unlocks incremental reach opportunities CTV has notable exclusive reach potentialwhen looking across deduplicated audiencesFigure 2.4*Broadcast and

82、cable television Source:Nielsen Media Impact data,10/1/23-10/31/23(Total Universe 18+)Unique Reach%Exclusive to PlatformTotal Platform Reach%0306090120150CTVTV*CTVTV*CTVTV*CTVTV*Race=BlackRace=Asian or Pacific IslanderOrigin=HispanicCopyright 2024 The Nielsen Company(US),LLC.21New audience trends2Br

83、oad demographics like age and gender have long been used for audience segmentation because it was reasonable for advertisers to expect that certain combinations of programs,networks and dayparts skewed more or less heavily along those dimensions.Its no longer the case.While its still true,more is ne

84、eded to address the incredible diversity of modern TV audiences.Advertisers and agencies need to start thinking about TV audiences the same way they do about digital audiences:rich,varied,granular and quick-changing.TV has long been one of the best advertising vehicles for top-funnel,branding campai

85、gns.But its also a contextual platform at heart.And now that its addressable,it can be used to reach a brands target consumers much closer to the point of purchase and as an integral part of a well-orchestrated cross-media campaign.Publishers need to seize this opportunity to analyze their own audie

86、nce data,find out what their strengths are and develop a distinct audience catalog thats relevant to their advertising clients.There are many ways to define audience segments:TV viewership patterns are a key part of course,but also any other privacy-minded data that could help boost advertising perf

87、ormance,like psychographics,life stage or purchase data.The adtech ecosystem needs to evolve to accommodate those new requirements.Its not as simple as retrofitting the existing digital ecosystem.Identity,data onboarding,audience creation,activation,measurement and optimization are all different in

88、the TV space,and a big part of the challenge ahead is to develop these functions in a way thats not just compatible but symbiotic with other media.PublishersAdvertisers&Media AgenciesMeasurementImplications for media stakeholdersCopyright 2024 The Nielsen Company(US),LLC.22New audience trends2Nielse

89、n Advanced AudiencesA new era ofsegmentationTo drive powerful ad strategies,marketers and media owners need to understand who their audiences are,what they buy,the media they consume,the communities theyre a part of,and more.Digital platforms addressability advantage has shifted expectations across

90、broader media investment and accountability.The industry wants to plan and measure against the same custom audiences across all platforms.Were here to help.Nielsens Advanced Audience capabilities help media buyers and sellers bring behavioral,attitudinal,purchase and lifestyle-based audience datausi

91、ng first,second or third-party datainto the cross-media planning,activation and measurement process.Flexible:Bring your own first-party data or choose from available data sources to build new audiences Efficient:Build an audience once and then scale its impact across integrated Nielsen apps and use

92、cases,including cross-media planning and measurement Consistent:Ensures audience definition and sizing is maintained throughout the user journey,across use casesAdditionally,Nielsen Audiences provide more than 20,000 custom and syndicated segments combining Nielsens proprietary data with data from t

93、rusted partners in automotive,CPG,retail and other key industries.Marketers use these granular audience insights to enrich first-party data for a more complete view of the consumer and target digital campaigns with precision.Nielsens premium audiences include:Automotive:decades of retail transaction

94、s and 100%coverage of registration dataCPG:transactional data from 100+million individuals and 20,000+retail storesHousehold characteristics:income,race/ethnicity,household composition,life stage,children and moreTV viewership:proprietary TV panel media consumption dataBehavioral:data covering 90%of

95、 U.S.population plus robust global data setsPsychographic:40+million directly measured profilesPurchase:80%of U.S.credit card transactionsCopyright 2024 The Nielsen Company(US),LLC.23Ad trends and outcomes insights3Ad trends and outcomes insights3SectionCopyright 2024 The Nielsen Company(US),LLC.24A

96、d trends and outcomes insights3A top priority for all marketers is to tie media performance(views,impressions,clicks and likes)to business outcomes(sales,quotes,test drives,ROI,market share or lifetime value).For marketers,it often boils down to one question:Whats the ROI of a marketing campaign?To

97、answer that fundamental question,marketers need access to granular performance data and reliable,comparable metrics across all the platforms in their marketing mix.Its a complex puzzle.Only 20%*of marketing executives are confident that theyll be able to measure cross-media performance this year.Man

98、y channels are better at meeting either short-term or long-term objectives,but rarely both.And with so many streaming services offering ad-supported tiers now,the options keep expanding and the bar seems to be getting higher every day.Here are four lessons to draw from the current trends in ad spend

99、.At the macro level,we estimate that ad spend in Q3 2023 dropped 9%YOY,but a look at the top-15 advertising sectors shows substantial differences by industry.(Figure 3.1)Looking specifically at TV,radio and digital ad spend in Q3,2023,54%of total ad spend went to digital,39%to TV and 7%to radio.But

100、its not a one-size-fits all.Some industries(like auto or pharma)over-indexed on TV,while others(like retail or apparel)over-indexed on digital.(Figure 3.2)While every industry tends to favor a different marketing mix,that mix doesnt necessarily stay the same over time.The top industries showed notic

101、eable changes in spending priority from Q3 2022 to Q3 2023.(Figure 3.3)In a 2022 study,we analyzed thousands of marketing mixes and found that 50%of media plans are underinvested in critical media channels and shortchanging their ROI by 50%.(Figure 3.4)*Nielsen U.S.advertiser sentiment survey,Novemb

102、er 2023How to answer the ROI questionCopyright 2024 The Nielsen Company(US),LLC.25Ad trends and outcomes insights3The post-pandemic economy so far has been a rollercoaster ride.For economists,chances of a recession in the next 12-18 months are close to a coin flip.With consumer confidence souring an

103、d personal savings dwindling,many companies are putting the brakes on advertising:YoY ad spend has dropped 9%from Q3 2022-Q3 2023.But there are wide differences by sector.We used Nielsens Ad Intel data to understand whats happening at the industry level and plotted the results in figure 3.1.Out of t

104、he 15 industries that spent the most on advertising in Q3 2023 the sporting goods,toys&games sector cut spending the most year-to-year(-31%),and the apparel,footwear&accessories sector raised spending the most(+15%).Business&consumer services,a broad sector that includes banking,tax,legal,consulting

105、,home security and many other services,was by far the largest ad spender in Q3 2023,even after trimming nearly$2B(-17%)off its spending a year earlier.Retail,pharma and auto maintained the same level of spending,but that doesnt mean that they kept the same media strategies from one year to the next.

106、YoY changes in quarterly ad spend for the top 15 industries(by ad spend)Source:Nielsen Ad Intel,U.S.markets,Q3 2022-Q3 2023Up or down?Ad spend decisions vary considerably by industryFigure 3.1Q3 2022 Ad spendQ3 2023 Ad spendYOY change(less ad spend in Q3 2023)YOY change(more ad spend in Q3 2023)Copy

107、right 2024 The Nielsen Company(US),LLC.26Ad trends and outcomes insights3If we drill down and look at companies TV,radio and digital media budgets in Q3 2023,54%of their total ad spend went to digital,39%to TV and 7%to radio.But every sector has a different mix.The purchase cycle for a car isnt the

108、same as for a pair of sneakers,after all.Some channels work better than others for different products and at different points in the customer journey.There are also substantial differences by population segments.Asian Americans,for instance,spend proportionately more time with streaming content than

109、 the general population,and they spend 18%more on electronics and 31%more on travel4.Figure 3.2 shows that some industries(like pharma,auto,insurance and CPG)over-index on TV,and others(like retail,apparel,and electronics)over-index on digital channels,with the lions share of digital budget spent on

110、 social platforms.Radio reaches more Americans every month than any other platform,linear or digital,and while its slice of media budgets remains comparatively small,its place in the media mix is secure because it reaches active shoppers:consumers who are more likely to travel,attend events,shop in

111、person and plan major purchases.Budget allocations to specific media channels vary greatly by industry(top 15 industries by ad spend)Source:Nielsen Ad Intel,U.S.markets,Q3 2022-Q3 2023Media allocations are not one-size-fits-allFigure 3.24 Source:Seen,heard,valued-engaging Asian Americans through med

112、ia (April 2023)Digital VideoDigital SocialDigital DisplayLocal RadioNetwork RadioSpanish Language Cable TVSpanish Language Network TVSyndicated TVCable TVSpot TVNetwork TVCopyright 2024 The Nielsen Company(US),LLC.27Ad trends and outcomes insights3Some channels are particularly well-suited to certai

113、n industries.Network TV for top-funnel branding campaigns for car companies,for instance,cable TV for pharma,or social media for retailers.But that doesnt mean that the media mix stays the same over time.In figure 3.3,we take a look at the top three channels for key industries in Q3 2023,and how tho

114、se media preferences evolved over the past year.Pharma companies,for instance,replaced digital video with social as one of their top three channels,publishing companies doubled down on display,and auto companies prioritized spot and cable over network TV.Diversifying the marketing mix is generally a

115、 good ideaemerging channels can pay huge dividends down the roadbut in well-established industries,companies tend to spend 50-75%of their media budget on just three dominant channels.Top 3 channels by ad spend,year over year(top 6 industries by ad spend)Source:Nielsen Ad Intel,U.S.markets,Q3 2022-Q3

116、 2023Media preferences dont necessarily stay the same over timeFigure 3.3Business&consumer SVCSRetailDrugs&remediesEntertainment&amusementsPublishing&media Auto,auto&access.&equip.0%20%40%60%80%100%Digital VideoDigital SocialDigital DisplayCable TVSpot TVNetwork TVOtherCopyright 2024 The Nielsen Com

117、pany(US),LLC.28Ad trends and outcomes insights3Ad SpendOutcomeCurrent budgetOptimized budgetBudget optimization can have an outsized effect on outcomesSource:Nielsen Predictive ROI database,May 2022$100$200$300$900Figure 3.4Advertisers make budget decisions based on expected returns from each channe

118、l in their media mix,but the calculations can be complex in todays highly fragmented and fast-changing media marketplace.What works for one campaign may not work for the next,but measurement availability may be uneven from channel to channel.Media planners often fall back on past formulas to minimiz

119、e risk but can often leave a lot of money on the table.A 2022 Nielsen study of 150,000 observations of marketing ROI and client-supplied media plans found that 50%of planned media investments on channels as diverse as linear TV,digital display,digital video and social media were too low to achieve t

120、op ROI.As shown in figure 3.4,we found that marketers at those companies could spend twice as much on those channels and triple their outcome.Underinvestment is a chronic problem.Advertisers today are spreading their media budgets much thinner than ever before,failing to hit minimum investment thres

121、holds,and leaving a lot of money on the table.Common cross-media metrics and more compatible measurement solutions will go a long way to address that challenge and unlock higher returns for all stakeholders.ROI drives media decisions,but it isnt always optimizedCopyright 2024 The Nielsen Company(US)

122、,LLC.29Ad trends and outcomes insights3The dynamics of todays cross-media marketplace are indeed complex.With increased competition,media fragmentation and budgets under pressure,marketers have to make difficult decisions:invest in promising new channels and strategies(for instance,performance-based

123、 campaigns on CTV),even if they cant measure their ROI with absolute confidence quite yet;or stay with what worked in the past until standards or reliable common metrics emerge.Of course,advertisers and their agencies should refresh their marketing mix models frequently to keep up with consumer and

124、viewer behavior.The pace of change is too fast for old budget allocations to work for very long.Theres a lot of room for improvement,even on well-established channels with a long research track record,like TV and display.Its in every publishers interest to measure the value of its audiences and mone

125、tize its ad inventory for what its truly worth.Publishers need to be more transparent with their data to help buyers assess whether theyre a good match for their campaign objectives,and to help them measure performance quickly and with metrics that are highly relevant to their business outcomes.Meas

126、urement companies should aim to deliver a clear set of metrics to provide a fair,accurate and deduplicated view of performance across all platforms.That doesnt mean that the industry should ignore the unique values associated with individual channels.Multiple channel-specific metrics can and should

127、coexist.But there needs to be a basis for comparison that cuts across all platforms and works for everyone.PublishersAdvertisers&Media AgenciesMeasurementImplications for media stakeholdersCopyright 2024 The Nielsen Company(US),LLC.30Ad trends and outcomes insights3Nielsen ONETo meet the needs of me

128、dia buyers and sellers in a fast-evolving TV environment Nielsen launched Nielsen ONE in January 2023.Its a comprehensive cross-media measurement solution,with:Coverage across all devices,platforms and services,and direct integrations with the ever-expanding universe of digital publishers and stream

129、ing servicesRigorous measurement standards and comparable metrics across all platforms to help media buyers and sellers speak the same languageTop-quality person-level viewing thanks to a comprehensive ID system that incorporates panel,third-party identity data and direct publisher integrationsCurre

130、ntly,the Nielsen ONE platform has two broad components:Nielsen ONE Content and Nielsen ONE Ads.Together,they ensure publishers and platforms have a deep understanding of their contents audience and value and gives media buyers an unparalleled campaign view so they can plan,measure and optimize with

131、confidence.A new era ofclarityCopyright 2024 The Nielsen Company(US),LLC.31ConclusionChange is everywhere.People arent tied to a TV or radio schedule anymore.Today,they can go back and forth between tentpole events on linear TV and spur-of-the-moment programming on streaming and social platforms.Tha

132、t liberation is transforming and converging the TV experience,but its also stretching the media ecosystem into new and uncharted territory.What can advertisers,agencies and media companies do to thrive in this new environment?In this guide,we reviewed recent trends related to programming and platfor

133、m developments,key differences in audience behavior and how the top industries are adapting their media strategies to meet todays challenges.At Nielsen,we believe that theres no better way to understand the world we live in than to dive into the data,and no better way to move forward than to invest

134、in unbiased,representative and accurate measurement solutions that everyone can rally around.We hope that youll find the analysis we shared useful as you plan for this Upfronts/NewFronts season.For more data and data-led recommendations,explore the constantly updating insights section on .Conclusion

135、ConclusionConclusionCopyright 2024 The Nielsen Company(US),LLC.32Nielsen shapes the worlds media and content as a global leader in audience measurement,data and analytics.Through our understanding of people and their behaviors across all channels and platforms,we empower our clients with independent and actionable intelligence so they can connect and engage with their audiencesnow and into the future.Nielsen operates around the world in more than 55 countries.Learn more at and connect with us on social media(Twitter,LinkedIn,Facebook and Instagram).About Nielsen