• Industry’s biggest ad spenders revealed as travel marketing budgets jump 2%
• Top local and overseas destinations revealed
• Most popular NZ travel websites
• Winners of the frequent flyer war 

Auckland – May 21, 2024 – As the weather cools, more than 160,000 New Zealanders are looking for a much-needed overseas getaway, with relaxing and warm destinations topping their list of places to visit in the next 12 months, while travel brands are spending millions to get their business.

Additionally, Nielsen Consumer Media Insights (CMI) data shows that 77% of Kiwis plan on travelling domestically in the next 12 months, with 76% of them saying spending time with friends and family is their main reason for getting away.

Top domestic destinations

When it comes to travelling domestically, Queenstown is the number one destination, followed by Christchurch/Canterbury, Auckland, Wellington, then Rotorua.

Top overseas destinations

Australia remains the top overseas travel destination for Kiwis, with Sydney topping the list, followed by the Gold Coast, Melbourne, Brisbane, Western Australia, Adelaide, and Far North Queensland.

After Australia, the UK and Europe are the most desired OS destinations, with the Pacific Islands, the USA and Canada, and Asia close behind.

Top travel websites

Data from Nielsen NZ NOR also saw Air New Zealand claim top spot when it comes to travel websites in Q1, 2024, followed by Booking Holdings Network and Trip Advisor.

Top frequent flyer programs

The number of New Zealanders who are members of a frequent flyer program also increased, with data revealing travellers are now members of multiple rewards programs. Of those planning to travel in the next 12 months 59% are Flybuys members, followed by AA Smartfuel/Countdown OneCard members (58%), Air New Zealand Airports members (57%) and New World Club Cards members (52%).

Top travel advertisers

In addition, Nielsen Ad Intel data shows that New Zealand’s travel and tourism industry invested almost $225 million into advertising between April 2023 to March 2024 – a 2% increase on the same period year-on-year.

During that time, Flight Centre was the nation’s top ad spender, followed by Air New Zealand, then House of Travel.

Nielsen Ad Intel’s Pacific Commercial Lead, Rose Lopreiato, said: “New Zealanders’ passion for travel remains strong, evidenced by an increase in travel ad spend this quarter. This uptick highlights marketers’ and advertisers’ commitment to maximising ROI, while building lasting brand connections. Ad Intel provides a competitive edge by delivering detailed insights into competitors’ ad strategies, market messaging, and promo offers, allowing you to outpace them.”

Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics added: “More than ever, brands need data that gives them the edge on their competition. That means going above standard demographic information, and understanding consumers, in this case travellers, as unique groups, who are motivated by more than just the urge to get away. Nielsen’s CMI enables brands to see consumers through an advanced audience lens, delivering a more holistic picture of behaviours and preferences with surprising linkages and purchase triggers that other consumer insight providers can’t match.”

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries. 

Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram). 

Media Contact

Dan Chapman
Assoc. Director, Communications, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462

The post Australia remains NZ’s top travel destination according to latest Nielsen data appeared first on Nielsen.

• Thai media spend up 1,355 million baht from 2023 to 2024
• 8 out of 10 marketers say increase is due to social media spend
• Linear TV continues to rise

Bangkok – May 17, 2024  – The latest Nielsen ad spend data for Thailand shows that advertising investments by marketers rose 4% in January to April 2024, compared to the same period a year ago.

This increase of more than 1,255 million baht, period-on-period, echoes a predicted rise in ad budgets, according to Nielsen’s 2024 Annual Marketing Report, which shows that 82% of the region’s marketers expect bigger ad budgets in 2024 – a significant jump from 56% in 2023.

While digital channels are expected to occupy almost two-thirds of paid marketing spend in APAC this year, the report also showed that much of that spend may be “wasted”, with the average “off target” rate for digital ads in Thailand coming in at 44% – much higher than the APAC average of 33%.

While a significant decrease in print spend (-33%) and radio (-2) hindered growth numbers for the Thai advertising market, it was buoyed by large gains in cinema advertising (up 35%), online advertising (up 8%) and linear TV, (up 1%), delivering an overall increase of 4%.

Nielsen’s Thailand Vertical Lead for Agencies and Advertisers, Runchita Srivoravilai said: “As Thailand’s ad landscape grows more complex by the day, brands, agencies, and media owners need cutting-edge, high-quality commercial intelligence to stand out from the competition and strategically advance their brands and media. Nothing else comes close to Nielsen Ad Intel here.”

Arnaud Frade, Nielsen’s President, Commercial (Asia) added: “These numbers highlight the necessity for marketers to be more strategic in their ad spend, leveraging top-quality data to gain a competitive edge and maximise their ROI. As budgets get tighter, and there’s growing pressure on being seen and heard, marketers in Asia are doubling-down on targeting the right audiences. Multi-screen viewing is already the norm – and streaming channels are only going to grow. The key is leveraging this, which means effective cross-media measurement, which Nielsen is actively working to deliver in key markets across the region”.

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries. 

Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram). 

Media Contact

Dan Chapman
Assoc. Director, Communications, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462

The post Latest Nielsen data shows Thai ad spend up 4% on same period last year appeared first on Nielsen.

Disney tops April’s Media Distributor Gauge, claiming 11.5% of time spent watching TV.

NEW YORK – May 14, 2024 – Nielsen, a global leader in audience measurement, data and analytics, today launched The Media Distributor Gauge, a first of its kind, cross-platform view of total TV consumption across broadcast, cable and streaming, aggregated and ranked by media company. The new insight removes the siloes of traditional television versus streaming, and puts all content distributors on a level playing field to allow for additional perspective of TV viewing today. This new view is being released in addition to The Gauge™ report for April 2024, which is detailed below. 

 “With more programs available across platforms, it’s vital for creators, advertisers and the industry at large to understand what and where audiences are watching,” said Karthik Rao, CEO of Nielsen. “The Media Distributor Gauge is a perfect complement to the The Gauge and serves as the first convergent TV comparison of its kind. Together, these reports paint the most complete picture of TV viewing today, which is critical as we head into the Upfront.”

This new insight is created by mapping all the various national media distributors — including broadcast and cable networks and streaming services — up to their parent company. Nielsen calculates the total minutes viewed on the TV screen for each network’s services and aggregates those totals based on initial distributor mapping, ultimately arriving at a share of total TV usage for each parent company. The minimum reporting threshold for a parent company in The Media Distributor Gauge is a 1.0% share of TV. Similar to the fluctuation of monthly TV usage tracked in The Gauge, rankings within the media company view will also demonstrate shifts that correlate with the seasonality of TV viewing. 

In Nielsen’s first report of The Media Distributor Gauge, 14 media companies achieved a 1.0% or greater share of total TV usage. As the top performer in April, Disney accounted for 11.5% of TV viewing, with 42% of its share attributable to viewing on Disney+ and Hulu. YouTube was the No. 2 overall company with a 9.6% share of TV in April, followed by NBCUniversal at 8.9%, Paramount at 8.8%, and Warner Bros. Discovery at 8.1% to round out the top five. Netflix was sixth with 7.6% of TV, and the second-highest streaming distributor reported.

April ’24March ’24February ’24January ’24December ’23November ’23

April ’24March ’24February ’24January ’24December ’23November ’23

The Gauge™: Nielsen’s monthly snapshot of total TV usage in April 2024

April saw record-breaking viewership: the NCAA women’s basketball tournament coverage on broadcast and cable, and Amazon Prime Video’s new original series Fallout, which set a new high watermark for the streamer as its most successful program to date. From an overall usage perspective, time spent watching TV was fairly flat both month-over-month (down 2%) and on an annual basis (down 0.6%). 

Across the primary viewing categories:

• Cable was the only category in The Gauge to escape decline as it achieved a second consecutive monthly increase in share, moving up from 28.3% of TV in March to 29.1% (+0.8 pt.) in April. Cable sports viewing increased 28% vs. March, bolstered by NCAA basketball tournament coverage, NBA playoffs and the NFL draft. Women’s NCAA basketball finals and semifinals coverage accounted for four of the top six cable telecasts in April, and the WNBA draft notched 17th. While cable viewing increased about 1% on a monthly basis, a year-over-year comparison shows viewing has declined 8.2% vs. April 2023, and its share has lost 2.4 points.
  
• Broadcast viewing was down 3% in April, which equated to a 22.2% share of TV (-0.3 pt.). Similar to cable, women’s sports were the bright spot in the broadcast category this month. The NCAA women’s basketball championship game drew 17.6 million viewers on ABC (plus over 1 million more tuned in on ESPN), making it the top broadcast telecast in April by a large margin. The drama genre accounted for 29% of broadcast viewing, driven by Tracker, NCIS and Young Sheldon on CBS, and Chicago Fire and Chicago Med on NBC.
  
• Streaming viewership declined 1.9% from March to April, prompting the category to lose just 0.1 share point to account for 38.4% of total television. Amazon Prime Video saw the largest increase among streaming services this month with a 12% monthly increase for 3.2% of TV (+0.4 pt.). Prime Video’s April success was driven by its original series Fallout, which also topped all streaming titles this month with over 7 billion viewing minutes. YouTube, despite a 3% monthly decline in viewing, added a 15th month to its streak as the top streaming platform in The Gauge with a 9.6% share of TV in April.

About The Gauge™

The Gauge™ is Nielsen’s monthly snapshot of total broadcast, cable and streaming consumption that occurs through a television screen. It was expanded in the April 2024 report to include The Media Distributor Gauge, which reflects total viewing by media distributor across these categories. Underpinned by Nielsen’s National TV measurement and Streaming Platform Ratings services, in addition to complimentary insights from its Streaming Content Ratings service, The Gauge provides the industry with a holistic look at the various content audiences are watching. The latest edition of The Gauge is always available at nielsen.com/thegauge.

About Nielsen

Nielsen shapes the world’s 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 audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter/X, LinkedIn, Facebook and Instagram).

Press Contact

Lauren Pabst
lauren.pabst@nielsen.com

The post Nielsen Launches The Media Distributor Gauge, First Convergent TV Comparison of its Kind appeared first on Nielsen.

ARLINGTON, VA; May 13, 2024 —PBS has received a significant grant from the Corporation for Public Broadcasting (CPB) to provide PBS Member Stations with Nielsen Local Dashboards, providing in-depth audience data. The dashboards will display local market linear television audience data to give stations an enhanced understanding of the viewers they reach throughout the day. 

Member stations will have access to an interactive dashboard that includes critical audience metrics across all DMAs with PBS Member Stations. The dashboards will help stations understand their diverse & comprehensive audiences within their local communities.

“Quality data helps us reach viewers where they are to build new connections to the content they know and love,” said Amy Sample, PBS Vice President of Business Intelligence. “Our ongoing collaboration with Nielsen, thanks in part to CPB, now gives member stations a powerful new tool to understand their audience and local community impact. It will help build engagement with longtime fans while creating new ones.” 

“Public television stations’ strength is their connection to their communities, and these dashboards will provide valuable, detailed data to help the stations understand their audiences even better,” said Patricia Harrison, President and CEO of the Corporation for Public Broadcasting. “CPB is pleased to fund this investment in local public media stations.” 

“As long-standing partners with PBS Member Stations in nearly every local market, we are excited to expand our relationship with PBS Corporate to deliver critical audience insights via a new intuitive and innovative dashboard” said Paul LeFort, Managing Director, Nielsen Local TV. “Nielsen’s unique capability to report PBS audiences across all platforms, including Cable Satellite, Over-the-Air, Digital & virtual MVPDs enables PBS Member Stations to demonstrate their engaged audiences to sponsors, underwriters, and community organizations more effectively than ever before. We are grateful to have the support of critical local media partners like PBS.”

Nielsen Local Dashboards will be available to PBS Member Stations starting in late May, and similar data will be made available to CPB. PBS will have an exhibit at the PBS Annual Meeting today through May 15 in Las Vegas and hold multiple webinars this summer.

ABOUT PBS

PBS, with more than 330 member stations, offers all Americans the opportunity to explore new ideas and new worlds through television and digital content. Each month, PBS reaches over 36 million adults on linear primetime television, more than 15 million users on PBS-owned streaming platforms, and 56 million people view PBS content on social media, inviting them to experience the worlds of science, history, nature, and public affairs; to hear diverse viewpoints; and to take front-row seats to world-class drama and performances. PBS’s broad array of programs has been consistently honored by the industry’s most coveted award competitions. Teachers of children from pre-K through 12th grade turn to PBS LearningMedia for digital content and services that help bring classroom lessons to life. As the number one educational media brand, PBS KIDS helps children 2-8 build critical skills, enabling them to find success in school and life. Delivered through member stations, PBS KIDS offers high-quality content on TV — including a PBS KIDS channel — and streaming free onpbskids.org and the PBS KIDS Video app, games on the PBS KIDS Games app, and in communities across America. More information about PBS is available at PBS.org, one of the leading dot-org websites on the internet, Facebook, Instagram, or through our apps for mobile and connected devices. Specific program information and updates for press are available at pbs.org/pressroom or by following PBS Communications on X (formerly Twitter).

About CPB

The Corporation for Public Broadcasting, a private, nonprofit corporation authorized by Congress in 1967, is the steward of the federal government’s investment in public broadcasting. It helps support the operations of more than 1,500 locally managed and operated public television and radio stations nationwide. CPB is also the largest single source of funding for research, technology and program development for public radio, television, and related online services. For more information, visit cpb.org, follow us on Facebook and LinkedIn and subscribe for email updates.

About Nielsen

Nielsen shapes the world’s 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 audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

Press Contact

Sarah Muratore
sarah.muratore@nielsen.com

The post PBS to Provide Dynamic Local Audience Data to Member Stations appeared first on Nielsen.

Sengupta will oversee the operations of Nielsen’s India GCCs and ensure its operations best support the teams who work there. He will work closely with Nielsen’s global leadership and teams to foster international collaboration and drive the business.

“It’s essential that we strengthen Nielsen’s global business in order to both innovate and scale our work, all with eyes on the ultimate goal: powering a stronger media industry,” said Warren Jenson, Nielsen’s President and CFO. “Partha will be a huge help in getting us there. He has exceptional experience running large-scale operations across many different industries. I look forward to working closely with him as we strengthen our global business.”

Sengupta most recently served as Managing Director, Managed Data Services at Kroll, where he set up and led the Global Managed Data Services practice across business lines and customer markets, predominantly in the Americas and Europe. Prior, Sengupta built and managed large and high-performing GCCs with teams spread over numerous locations across the globe at companies including FactSet, Refinitiv (previously Thomson Reuters), and Bell Canada. 

“This is a hugely interesting time in the media industry, one where there’s so much innovation and change. I am honored to join the company at this time, to bring my knowledge and experience of building GCCs to Nielsen, and to help continue to provide exceptional service to our clients,” said Sangupta. 

About Nielsen

Nielsen shapes the world’s media and content as a global leader in currency 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 audiences—now and into the future. Nielsen operates around the world in more than 50 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

Media Contact

Carole Robinson
carole.robinson@nielsen.com

The post Partha Sengupta named new leader of Nielsen’s Global Capability Centers appeared first on Nielsen.

Powered by Nielsen’s Streaming Content Ratings service, which provides audience insights for programs and episodes across streaming platforms, SAG-AFTRA will have an objective source of domestic viewership data for original streaming programming. This data, and the insights gleaned from it, will inform the union’s forecasting and enforcement efforts around the new terms of the streaming bonus provisions of the 2023 TV/Theatrical Contract. As an independent source of audience measurement insights, Nielsen’s data will complement first-party data from streaming platforms and serve as a consistent and comparable lens through which the performance of streaming titles across various distribution platforms can be analyzed.  

“The rapid evolution of the media landscape and audience behaviors over the past decade has not only affected how content is consumed and measured, but also greatly impacts the financial models on which the entertainment industry operates,” said Nielsen CEO Karthik Rao. “We are incredibly proud that SAG-AFTRA has chosen Nielsen as the source for objective and consistent audience measurement insights in the streaming space.”

“New business models require new tools, and that’s why we’ve enlisted Nielsen,” said SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland. “The information they provide will give us the means to cross-check the data streamers give us and ensure employers are fulfilling their contractual obligations to our members.” 

About Nielsen

Nielsen shapes the world’s 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 audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

About SAG-AFTRA

SAG-AFTRA represents approximately 160,000 actors, announcers, broadcast journalists, dancers, DJs, news writers, news editors, program hosts, puppeteers, recording artists, singers, stunt performers, voiceover artists, influencers and other entertainment and media professionals. SAG-AFTRA members are the faces and voices that entertain and inform America and the world. A proud affiliate of the AFL-CIO, SAG-AFTRA has national offices in Los Angeles and New York and local offices nationwide representing members working together to secure the strongest protections for entertainment and media artists in the 21st century and beyond. Visit sagaftra.org online or find us on social (Instagram, Facebook, and Twitter).

Press Contacts:

The post SAG-AFTRA to License Nielsen Streaming Data appeared first on Nielsen.

NEW YORK – April 30, 2024 – Nielsen, a global leader in audience measurement, data and analytics, today announced the launch of The Record, a quarterly insight into audio listening behaviors and share of average daily usage of ad-supported audio in the U.S. According to the inaugural report with data from Q1 2024, consumers spent nearly 70% of their daily ad-supported audio time listening to radio, 20% listening to podcasts, and the remainder with streaming audio (music services) and satellite radio (select channels).

Per The Record, which is powered by data from both Nielsen and Edison Research, most radio listening occurs during the day while away from home, with more than 80% of in-car ad-supported audio time going to radio in Q1 2024. Across both over-the-air and streaming radio, the leading radio formats among listeners 18+ during the same period were News/Talk* (10.8%), Adult Contemporary (8.6%), and Classic Hits and Country (5.9% each). From a streaming-only perspective, News/Talk* radio stations accounted for 21.7% of listening among audiences 18+, followed by All Sports stations at 8.6% of all streaming station listening

“We’re excited to introduce The Record, which utilizes powerful data insights from Nielsen and Edison Research to provide the industry with a unique, multi-lens look at how U.S. audiences are listening to ad-supported audio,” said Rich Tunkel, Managing Director, Nielsen Audio. “The audio portion of consumers’ daily media diet is significant, and these new insights will serve as an important tool for advertisers, broadcasters and podcasters alike to better understand and ultimately reach their intended audience.”

*The News/Talk radio format includes commercial and non-commercial stations.

About Nielsen

Nielsen shapes the world’s 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 audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram).

About Edison Research 

Edison Research conducts survey research and provides strategic information to a broad array of clients worldwide, having conducted research in 66 countries. Edison Research’s The Infinite Dial® series has been the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies since 1998. The company’s Share of Ear® survey is the only single-source measure of all audio in the U.S. Edison Research is the leading podcast research company in the world, producing the only survey-based data on podcast listening in the U.S, Edison Podcast Metrics, and has conducted research for many companies in the space. Since 2004, Edison Research has been the provider of election data, race projections and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News) for every presidential primary and general election. 

Press Contact

Lauren Pabst
lauren.pabst@nielsen.com

The post Nielsen Releases ‘The Record’: Quarterly Insights on How U.S. Audiences Listen to Ad-Supported Audio appeared first on Nielsen.

NEW YORK – May 1, 2024 – Nielsen, a global leader in audience measurement, data, and analytics, releases their latest Diverse Intelligence Series report to kick-off Asian Pacific American Heritage Month. The report titled, Reaching Asian American Audiences: Understanding Asian Influence and Media Consumption, highlights that Asian Americans are spending nearly equal time watching  content on their TVs and smartphones.

While streaming is undoubtedly the leading platform to connect with Asian American, Native Hawaiian and Pacific Islander (AANHPI) audiences, the use of devices widely varies. The report shows that AANHPI audiences are spending nearly the same amount of time tuning into content on the TV screen and smartphone screen — approximately 17 hours per week on each screen. Viewership of TV-connected devices outpaces traditional live TV by more than an hour and a half a week. 

Additionally, Asian Americans are continuing to grow as a key audience for advertisers investing in ad-supported streaming platforms. In 2023, Asian Americans spent 31% of their viewing time on ad-supported video on-demand (AVOD) streaming platforms, compared to the 27% of the total population. Combined with the fact that Asian American viewers spend nearly 10% more time streaming content in general when compared to the total population, indicating that brands should take a cross-media approach to engaging this group.

“As the media landscape continues to evolve, so will Asian media viewership—especially when you consider the diversity of the AANHPI diaspora community,” says Patricia Ratulangi, Vice President of Global Communications for Diversity, Equity & Inclusion at Nielsen. “In a time of splintering media attention, divided voices and an ever-growing number of platforms to choose from, reaching the Asian American community requires a deeper understanding of our diverse experiences and perspectives.” 

The rise of Asian representation on screen, reaching 10.9% in 2023, may be a contributing factor to this viewing trend. And while this certainly influences the growing number of Asian American people watching ad-supported streaming, Asian-inclusive content is also impacting the total minutes streamed by all U.S. audiences – with series like Beef racking up over 5.8 billion minutes watched in 2023. 

“Representation continues to be a key component in building audience trust,” says Jeremy Tran, Executive Director and COO of Gold House. “We’re proud to partner with Nielsen to help advance the measurement and understanding of critical narratives that impact Asian American audience trust in TV, Film, and News media. Through our continued collaboration, we aim to empower diverse voices and stories that resonate authentically with our communities.”

Diving deeper, the report highlights the increasing importance of non-subscription news media as a valuable connection point for reaching AANHPI audiences, who make up the fastest-growing group of eligible voters in the United States. As we head into a new election year, the power of news media will greatly influence Asian American viewers, with 78% of the audience consuming news at least once a day and showing a 34% higher likelihood to trust in the accuracy of news programs.

While Asian Americans may show greater trust in news media compared to the total population, various news narratives are influencing different age groups within the segment. The Gold House perceptions survey conducted with Nielsen, highlights that 72% of Asian Americans aged 65+ are more inclined to engage with stories that report on geopolitical tensions and anti-Asian hate, whereas narratives surrounding affirmative action and immigration resonate more with Asian American millennial and Gen Z audiences. These insights emphasize the importance of tailoring news content to address the diverse concerns of Asian American audiences, particularly with young voters (avg. age of 35.7) in the 2024 Elections.

Other key highlights in the 2024 report include:

• Streaming continues to gain share with 45.4% of Asian Americans’ TV usage at the start of this year (versus 43% in January 2023)
• Asian Americans are 27% more likely to buy games/toys (including video games), 10% more likely to buy books, and 6% more likely to buy music/videos in the past 3-12 months than the total population
• Asian American consumers are 69% more likely to buy a new smartphone than the total population.
• On smartphones, Asians outpace other viewers for using streaming platform apps—especially ad-supported ones. In an average month, YouTube’s mobile app reaches 85% of Asian American adults. 

Download the 2024 report Reaching Asian American Audiences: Understanding Asian Influence and Media Consumptionfor more details and insights. Please visit www.nielsen.com/asian-american to learn more. Join the discussion on Facebook (Nielsen DiversityEquityAndInclusion) and follow us on Twitter (@Nielsen_DEI).

About Nielsen

Nielsen shapes the world’s 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 audiences—now and into the future.

An S&P 500 company, Nielsen (NYSE: NLSN) operates around the world in more than 55countries. Learn more at www.nielsen.com or www.nielsen.com/investors and connect with us on social media.

About Gold House

Gold House powers and propels Asian Pacific communities across every corner of culture to build a tomorrow for all. Through a suite of innovative programs, the leading platform unites, promotes, and invests in Asian Pacific creatives and companies. To learn more, visit www.goldhouse.org or follow @GoldHouseCo on Instagram, Facebook, Twitter, and LinkedIn.

Media Contact

Patricia Ratulangi
Nielsen
patricia.ratulangi@nielsen.com
(312) 841-9159

The post New 2024 Nielsen Report: Asian American Audiences Spend Nearly Equal Time on TV and Smartphone appeared first on Nielsen.

Sydney – April 30 , 2024 – As many Australians return from a much-needed retreat over the recent school holiday break, millions are already planning their next getaway, embracing travel rewards schemes, while being wooed by travel brands spending millions to get their business.

Nielsen Consumer & Media View (CMV) data shows that 76% of Aussies plan on travelling domestically in the next 12 months, while more than half (52%) have their eye on an overseas destination.

Top domestic destinations

Younger Aussies (25 to 39) are the most likely to be bitten by the domestic travel bug, with 78% planning to holiday locally in the next 12 months. Sydney narrowly beats Melbourne as the preferred place to visit, followed by The Gold Coast, Regional NSW, then Brisbane.

Top overseas destinations

The even younger 18 to 24 age group are the most likely to travel overseas, with 58% planning to travel abroad in the coming year. The UK tops the list of desired OS destinations, followed by New Zealand, Japan, The USA and Indonesia.

While most Aussies are looking for a beach getaway when it comes to staying close to home, they prefer a trip involving plenty of sightseeing, followed by some rest and relaxation, once they leave the country.

Top travel websites

Data from Nielsen Digital Content Ratings (DCR) saw Qantas claim top spot when it comes to travel websites, followed by Trip Advisor with 5.82 million and 5.02 million users respectively in Q1 of this year. Booking Holdings Network was the third-largest platform in terms of users with 2.5 million.

Average user engagement time on most travel platforms was also consistent from Q4 2023 to Q1 2024, although Royal Caribbean Cruises and Anytrip.com.au led the pack. On average, Royal Caribbean users spent roughly 29 minutes interacting with the platform, while Anytrip users spent almost 27 minutes on the platform.

Top frequent flyer programs

The number of Australians who are members of a frequent flyer program also increased, with 57% of all Australian consumers now part of some sort of travel rewards scheme. Qantas remains the market leader with a 45% share of the market, followed by Virgin (31%), and other smaller players making up the remaining 24%.

Top travel advertisers

In addition, Nielsen Ad Intel data also shows that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8% from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. 

Nielsen Ad Intel’s Australia Commercial Lead, Rose Lopreiato, said: “Australians’ love of travel continues to defy cost of living pressures, as shown by an 8% jump in travel ad spend this quarter. You can’t get a stronger indicator than that when it comes to how marketers and advertisers are spending in order to maximise ROI, forge lasting connections with brands and consumers, and do so in the most economical way possible. From competitive ad spend analysis, to knowing what your competitors are saying in market and the deals and offers you’re up against, Ad Intel helps you understand which ads are driving your competitors spend and where”.

Glenn Channel, Nielsen’s Pacific Head of Advanced Analytics added: “More than ever, brands need data that gives them the edge on their competition. That means going above standard demographic information, and understanding consumers, in this case travellers, as unique groups, who are motivated by more than just the urge to get away. Nielsen CMV enables brands to see consumers through an advanced audience lens, delivering a more holistic picture of behaviours and preferences with surprising linkages and purchase triggers that other consumer insight providers can’t match.”

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries. 

Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram). 

Media Contact

Dan Chapman
Assoc. Director, Communications, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462

The post Nielsen data reveals Australia’s top travel trends and the brands spending big to attract Aussie tourists appeared first on Nielsen.

NEW YORK – April 25, 2024 – Nielsen, a global leader in audience measurement, data, and analytics, released its sixth global Annual Marketing Report, revealing marketers’ priorities and plans to improve ROI in 2024 and beyond.

The report, which surveyed nearly 2,000 global marketers, found that marketers continue to view social media, search, online/mobile video, and online/mobile display as the most effective marketing channels for ROI, but could miss out on key revenue opportunities without a cross-media strategy and approach.

The 2024 Annual Marketing Report surveyed marketers on topics including budget allocations and spending optimism, brand building strategies, media balance, and overall confidence. Some of the key findings globally include:

1. Marketer spending optimism is up in 2024: Despite the presence of inflation, consumer spending, and supply chain uncertainties as key planning considerations, 72% of global marketers expect bigger ad budgets this year, up from 64% on a year-on-year basis.
2. Marketer tactics may not drive top KPI results: Marketers’ top KPIs are long-term ROI and full-funnel ROI. At the same time, however, 70% of respondents plan to prioritize performance marketing over brand building initiatives. A shift to performance marketing, without supporting brand-building marketing, could limit long-term ROI and may cause brand decay.
3. Digital media allocations are approaching two-thirds of spending: On average, global marketers plan to allocate more than 63% of their media spending to digital channels, with social media, search, online video and digital display accounting for the largest increases. A year ago, marketers split their traditional:digital spending 50:50.
4. Marketing technology confidence doesn’t match measurement realities: 84% of global marketers say they’re either extremely or very confident in their ROI measurement capabilities, up from 69% in 2023. Comparatively, only 38% say they evaluate the holistic ROI of their marketing efforts by measuring traditional and digital marketing together.

“Marketers manage a diverse and growing number of channels – each with a unique set of activation needs and performance metrics. Nielsen’s Analytics Portfolio meets marketers where they are at – across channels and across objectives – to accurately measure and maximize returns across a complete marketing plan,” said Tina Wilson, EVP and Group GM, Analytics Portfolio Companies, Nielsen. “Our research reaffirms that effective measurement requires an integrated effort across media to understand brand and performance metrics in the short and long term.”

This is the sixth Annual Marketing Report produced by Nielsen. The report is based on survey responses in December 2023 from marketers who manage marketing budgets of $1 million or more, who work across a variety of industries (auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail), and whose focus pertains to media, technology, and measurement strategies. Download the report here.

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