Research

Nielsen announced that it will enhance its National television measurement by measuring viewing in a more precise manner, allowing for a future where audience estimates are based on individual ads rather than commercial minutes.

U.S. consumers once again have proven themselves to be highly resilient and adaptive during the Covid-19 pandemic. Their buying behaviors have evolved quickly and dramatically to address new priorities and limitations, with consumer spending growing solidly in most categories, according to a new report just published by the CMO Council.

mitú released the first of a series of studies titled The mitú InTell Series. The studies aim to gain and socialize insights on the current state of the U.S. Hispanic community while digging deeper into their motivations and behaviors behind topics ranging from health and wellness to finance, sports, food, commerce, and travel.

The study finds that the biggest barriers to in-housing media are predominantly internal. The cultural and operational shifts that are foundational for success were noted by respondents as both a current and future challenge.

NPR and Edison Research released the 2021 Spoken Word Audio Report today, revealing the continued increased consumption of spoken word audio in the U.S. and the drivers behind the growth.

U.S. Hispanics offer a vast and rich opportunity for brands and marketers – but you need to root engagement in the reality of today’s hypercultural Latino.

American consumers are experiencing a second year of unprecedented change, giving 2020 solid competition for an emerging set of challenges for U.S. businesses. Political polarization, COVID-19, race relations, immigration, LGBTQ+ rights and climate change have been top of mind for consumers this year–leading to shifts in consumer expectations of businesses.

There are endless resources available to sports fans when it comes to staying up-to-date on their favorite athletes, teams and sporting events. With that in mind, finding the most up-to-date information that piques their interest—without having to leverage multiple devices or visit multiple platforms—can be cumbersome.

An overwhelming majority of American consumers are experimenting with new brands, and embracing new omnichannel shopping behaviors, which is setting the stage for permanently-heightened competition, according to a new study by IAB.

One of the primary methods of evaluating the quality of a census is comparing the results to other population benchmarks. The U.S. Census Bureau has used two key population benchmarks to assess the quality of the 2020 Census results prior to release: the 2020 Demographic Analysis (DA) and the Vintage 2020 Population and Housing Unit Estimates.

The pandemic has accelerated the shift from traditional in-person gym memberships to broader acceptance of at-home connected fitness equipment. But a recent ThinkNow study shows that the gym isn’t dead, and connected fitness has a long way to go.

Hispanics are the secret to the growth— and the future success of America. But for too long, this group has been viewed as a single segment. Latinos are a community of limitless diversity yet firmly connected by our culture, our language and our shared experiences.  By Stacie de Armas is Nielsen’s Senior Vice President of Diverse Insights and Initiatives

US consumer expectations as measured by The Conference Board Consumer Confidence Index ticked up in October, but this followed three months of declines. Did the declines signal recession in 2022 or just a hiccup related to the Delta variant? We propose the latter.

Data: It’s the lifeblood of modern marketing. And yet so much of the data marketers rely on is incomplete, biased, and just downright flawed.

Changes in where people go for content is likely to outlast the pandemic

The ANA announced that it will conduct a pilot test with software and data company VideoAmp as the next step in the trade association’s continuing effort to develop a privacy-preserving cross-media measurement solution for the industry.

Marketing budgets have always been subject to scrutiny, but the arrival of the pandemic and its presence almost two years later continues to spotlight the need for efficient and effective spending. That, in turn, has intensified the importance of accurate and holistic measurement, especially as brands increase their usage of new platforms and channels for their marketing efforts.

Sandwiched between silver sneakered Boomers and digitally savvy Millennials, Gen X gets lost on the consumer continuum, only to be upended again by youth, as Gen Z becomes the next media darling. Described as the “ignored generation,” Gen Xers, born between 1960 and 1982, are often accused of contributing less to culture and society.

A new Nielsen study commissioned by The Southern California Broadcasters Association demonstrates the power of impressions for the radio industry.  These findings show that agencies are increasingly using impressions to evaluate media, and the usefulness of impressions to evaluate radio and digital using a common metric.

When it comes to audio creative, there are a few commonly asked questions. What are best practices? Is a thirty-second ad better or worse than a sixty-second ad? What is the difference between a host-read ad versus a pre-recorded ad?