Six Ways TV Networks Can Drive Viewership through Effective Marketing | Nielsen Wire

On the heels of the Upfronts, TV programmers are gearing up for the 2012 fall season. With TV ad spending on the rise and more content choices available to consumers, garnering viewers—and corresponding ad dollars—is more important than ever. According to new research from Nielsen, promotion does drive viewership—and Nielsen is helping TV program marketers to understand just how much.

Media companies need to precisely maximize the use of all of their available marketing channels. Every marketing channel has real costs associated with it, whether it’s out of pocket dollars spent on advertising on TV and online, or the opportunity costs of on-channel and cross channel promotion.

Networks have the opportunity to be more precise in measuring the impact of promotions on actual ratings: overall, and by marketing channel.

These insights not only help to measure the ROI of specific campaigns, but also inform future campaign planning by answering questions about answer questions about optimal frequency, recency and messaging.

Our analysis of TV promotional campaigns discovered six takeaways for marketers:

  1. Promotion works! We precisely measured the impact of promotion on tune in for over 60 different programs, and found only one instance where promotion didn’t work. In that one outlier, the issue was scheduling against the NBA Finals.
  2. To maximize the number of potential new viewers, promote off your own air. Some networks may over-rely on their on-channel inventory, which only effectively reaches loyal, regular viewers. An analysis of promotional campaigns for a series of fall 2011 network premieres found that the average campaign reached 47 percent of Adults 18-49.The incremental reach from off-channel promotion averaged 4.4 reach points, including both cross-channel (free on sister networks) and paid ads on other networks. Importantly, among lighter network viewers, off-channel accounts for 7 incremental reach points of the 27 percent average reach.
  3. For new shows, off-channel promos are key. In our analysis, viewers to a new show that were only exposed to on-channel promotion make up below 40 percent of the premiere’s audience.
  4. For returning shows, sticking with promos on your own air may be enough. The largest share of viewers tuning in to the premiere is likely those who only saw on-channel ads, making up over 75 percent of the premiere’s audience.
  5. Promotions on premiere day are critical. Typically, around one-third of the total audience of a premiere was only exposed to a promo that day.
  6. Combine early and same-day promotions to pack the biggest punch. Those exposed both long before and day-of premiere typically account for nearly half of the premiere’s audience.

In today’s hyper-competitive media environment, TV marketers need to utilize a more scientific and tactical approach to promote programming. For the sake of the networks and the CMOs alike, it’s time to utilize measurement tools that can help networks optimize their program promotions—and then measure the direct impact on ratings. Only then can marketers determine if their on-channel vs. cross-channel/paid promotions mix is effective.

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via Six Ways TV Networks Can Drive Viewership through Effective Marketing | Nielsen Wire.

Social Media Report: Spending Time, Money and Going Mobile | Nielsen Wire

Social media not only connects consumers with each other, but also with just about every place they go and everything they watch and buy. Nielsen’s new Social Media Report looks at trends and consumption patterns across social media platforms in the U.S. and other major markets, exploring the rising influence of social media on consumer behavior.

Highlights of Nielsen’s “State of the Media: The Social Media Report”

  • Social networks and blogs continue to dominate Americans’ time online, now accounting for nearly a quarter of total time spent on the Internet
  • At over 53 billion total minutes during May 2011, Americans spend more time on Facebook than they do on any other website
  • Tumblr is an emerging player in social media, nearly tripling its audience from a year ago
  • Nearly 40 percent of social media users access social media content from their mobile phone
  • Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet
  • 70 percent of active online adult social networkers shop online, 12 percent more likely than the average adult Internet user
  • Across a sample of 10 global markets, social networks and blogs are the top online destination in each country, accounting for the majority of time spent online and reaching at least 60 percent of active Internet users

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via Social Media Report: Spending Time, Money and Going Mobile | Nielsen Wire.

For a more in-depth look at the social media landscape and audience, view the complete State of the Media: The Social Media Report.

Report: The Power of the African-American Consumer | Nielsen Wire

African-Americans’ buying power is expected to reach $1.1 trillion by 2015, according to The State of the African-American Consumer from Nielsen and the National Newspaper Publishers Association (NNPA), a federation of more than 200 Black community newspapers across the U.S. This growing economic potential presents an opportunity for Fortune 500 companies to examine and further understand this important, flourishing market segment. Likewise, when consumers are more aware of their buying power, it can help them make informed decisions about the companies they choose to support.

“Too often, companies don’t realize the inherent differences of our community, are not aware of the market size impact and have not optimized efforts to develop messages beyond those that coincide with Black History Month,” said Cloves Campbell, chairman, NNPA.

Report Highlights

With a buying power of nearly $1 trillion annually, if African-Americans were a country, they’d be the 16th largest country in the world.

The number of African-American households earning $75,000 or higher grew by almost 64%, a rate close to 12% greater than the change in the overall population’s earning between 2000 and 2009. This continued growth in affluence, social influence and household income will continue to impact the community’s economic power.

African-Americans make more shopping trips than all other groups, but spend less money per trip. African-Americans in higher income brackets, also spend 300% more in higher-end retail grocers more than any other high income household.

There were 23.9 million active African-American Internet users in July 2011 – 76% of whom visited a social networking/blog site.

33% of all African-Americans own a smartphone.

African-Americans use more than double the amount of mobile phone voice minutes compared to Whites – 1,298 minutes a month vs. 606.

The percentage of African-Americans attending college or earning a degree has increased to 44% for men and 53% for women.

Find out more by downloading the free report: The State of the African-American Consumer.

via Report: The Power of the African-American Consumer | Nielsen Wire.

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Social Media’s The Place To Go | Nielsen

According to a new Nielsen report, social media’s growth connects people with just about everything they watch and buy. Whether it’s a brand icon to connect with a company on LinkedIn, a news ticker promoting an anchor’s Twitter handle or an advertisement asking a consumer to “Like” a product on Facebook, people are constantly being driven to social media. The latest Nielsen insights provide some answers on exactly how powerful this influence is on consumer behavior, both online and off.

In the U.S., social networks and blogs reach nearly 80% of active U.S. Internet users and represent the majority of Americans’ time online. The value of the time consumers spend online and on social networks and blogs continues to grow, most visible through the influence on purchase decisions. For instance, 60% of people who use three or more digital means of research for product purchases learned about a specific brand or retailer from a social networking site. 48% of these consumers responded to a retailer’s offer posted on Facebook or Twitter.

Nielsen’s “State of the Media: The Social Media Report – Q3 2011″ presents a snapshot of the current social media landscape and audiences in the U.S. and other major markets:

Key Findings

  • Social networks and blogs continue to dominate Americans’ time online, now accounting for nearly a quarter of total time spent on the Internet
  • Social media has grown rapidly – today nearly 4 in 5 active Internet users visit social networks and blogs
  • Americans spend more time on Facebook than they do on any other U.S. website
  • Close to 40% of social media users access social media content from their mobile phone
  • Social networking apps are the third most-used among U.S. smartphone owners
  • Internet users over the age of 55 are driving the growth of social networking through the Mobile Internet

Although a larger number of women view online video on social networks and blogs, men are the heaviest online video users overall streaming more videos and watching them longer

  • 70% of active online adult social networkers shop online, 12% more likely than the average adult Internet user
  • 53% of active adult social networkers follow a brand, while 32% follow a celebrity
  • Across a snapshot of 10 major global markets, social networks and blogs reach over three-quarters of active Internet users
  • Tumblr is an emerging player in social media, nearly tripling its audience from a year ago

Social Networks and Blog sites rule Americans’ Internet time, accounting for 23% of time spent online, more than twice the amount of time spent on the number two category, Online Games. Time spent on the 75 “Other” online categories combined only accounts for 35% of Americans’ total Internet time.

Females make up the majority of visitors to social networks and blogs, and people aged 18-34 have the highest concentration of visitors among all age groups. Americans aged 35-49 are also avid visitors: 4% more likely than average to visit social networks and blogs than they do any other site and 27% of these sites’ audience.

The average visitor to social networks and blogs is female between 18 and 34. Her household income is less than $50,000 per year, and she has obtained a Bachelor’s degree. She is likely Asian or Pacific and likely lives in New England

Social networking as a whole skews female, and so do nine of the top 10 U.S. social networks and blogs, but LinkedIn and Wikia are the only sites in the category where the percentage of men visiting the respective site exceeds the percentage of total active male Internet users (47%). Facebook continues to reign as the top U.S. social network with over 140 million visitors during May 2011, nearly 3-times the audience of the number two site, Blogger, reaching 70% of active U.S. Internet users.

As app usage in the U.S. continues to grow, but not at the expense of the Mobile Internet. Mobile Internet usage, the use of a browser on a mobile device, is alive and well with the unique number of Mobile Internet users in the U.S. up 47% over last year. The Mobile Internet audience to social networking sites is up 62% during the same period, as publishers continue to optimize their content across a new generation of connected devices.

During May 2011, over 31 million people in the U.S.watched video content on social networks and blogs, viewing nearly 157 million video streams. Although over 4,000 more women view video on these sites compared to men, men are the heaviest users, streaming more videos and spending 9% more time watching.

Top 10 U.S. Social Networks and Blogs
Unique Visitors (000) Site Key Characteristic Measure
140,336 Facebook Share of page views by female visitors on facebook 62%
50,055 Blogger Household income of 41% of blogger’s audience $75k+
23,617 Twitter Demographic more represented on twitter than any of the 9 other social networks African Americans
22,417 WordPress Share of visitors to wordpress who have a bachelor’s degree 25%
19,250 Myspace Demographic that views twice as many pages on myspace than average Teens
17,786 Linkedin Internet users with a post graduate degree likely to visit Linkedin compared to average 3X as many
11,870 Tumblr Demographic more represented on Tumblr than on any of the other 9 social networks Female Teens
8,578 Six Apart Typepad With a higher concentration of Six Apart visitors than from any of the other top 9 social networks Pacific Region
8,397 Yahoo! Pulse With the highest concentration of pulse visitors versus any other part of the country New England Region
7,601 Wikia Age group more represented on Wikia than on any of the othe 9 social networks 18-34
Source: Nielsen, May 2011

Facebook has become synonymous not only with social media, but with Web use more generally, as Americans spend more time on Facebook than on any other site.

Top 10 U.S. Web Brands by Total Minutes (Billions; Home and Work; May 2011)
Brand Billions of Minutes
Facebook 53.5
Yahoo! 17.2
Google 12.5
Aol Media Network 11.4
Msn/Windowslive/Bing 9.5
YouTube 9.1
Ebay 4.5
EA 4.3
Apple 4.3
Microsoft 3.4
Source: Nielsen, May 2011

Consumers frequently trust the recommendations of their peers, making social media an ideal platform for influencers to spread their ideas and purchase power. Research by NM Incite shows that 60% of social media users create reviews of products and services. In fact, consumer created reviews/ratings are the preferred source for information about product/service value, price and product quality, says the report. Offline, active adult social networkers are more likely than the average adult Internet user to be found at political rallies, professional sporting events and working out at the gym.

According to Nielsen and NM Incite, When Compared To The Average Adult Internet User, Active Adult Social Networkers Are…

  • 26% more likely to give their opinion on politics and current events
  • 33% more likely to give their opinion on TV programs
  • 19% more likely to attend a professional sporting event
  • 45% more likely to go on a date
  • 18% more likely to work out at a gym or health club
  • 75% more likely to be heavy spenders on music
  • 47% more likely to be heavy spenders on clothing, shoes and accessories
  • 53% of active social networkers follow a brand
  • 32% of active social networkers follow a celebrity

To sign in for the complete report and additional information from Nielsen, please go here.


U.S. Hispanics Connected & Online: Getting Around the Digital Divide

In honor of Hispanic Heritage Month, it’s appropriate to discuss the latest trends online among the Hispanic community. From closing the digital divide among Hispanics 50+ to the newer and younger general market with a Latino flair (now being classified as: Gen N), US Hispanics are leading the future of technology and marketing.

Recently, the 2010 Census data revealed that one in six Americans is Hispanic. With 50.5 million people nationwide, Hispanics are the fastest-growing minority group in America. It’s no surprise that companies are changing their marketing strategies in order to reach Latinos. But, what is surprising is how we go about reaching and engaging this powerful community.

Several studies have confirmed the importance of online marketing among Hispanic consumers. Google recently released a report titled “Four Truths about US Hispanic Consumers” that is an eye opener for anyone interested in reaching the nation’s largest minority group.

If Google isn’t convincing enough, here are five more reasons why reaching Hispanics via digital media is a must:

1. Hispanics are the highest users of text messaging and mobile devices.

Research shows that the Hispanic community is among the highest users of text messaging and spends more time interacting on their mobile phones overall.

In May 2010, the Pew Internet & American Life Foundation reported:

  • 87% of Hispanic households have multiple mobile phones and use them more than any other form of personal or handheld technologies on the market today
  • More than half regularly use text messaging
  • Text messaging has increased 59% YOY among Hispanics
  • Responding to mobile marketing text messages is up 74% vs. last year

When creating content to reach Hispanics, they’ll be the first to tell you they prefer to receive information in Spanish. This doesn’t mean simply translating English messages into Spanish, but truly understanding the culture and demographic of this diverse community that you’re trying to reach. There are several translation services available when considering a SMS campaign, online ads or websites to effectively reach Hispanics.

2. Hispanics are active on social media.

Hispanics are also actively using their mobile devices to access social media channels. Facebook and YouTube are the 2nd and 4th most popular social channels among Hispanics. However, these are just two of the many social channels available to reach Hispanics.

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Scarborough Research also reveals that 12% of US Hispanic mobile users use social networks on their mobile vs. 10% of the general market.

3. Hispanics are technology savvy.

Research also shows that Hispanics are younger and more technologically savvy. AOL’s Hispanic Cyberstudy, reports 46% of Hispanics who are actively online are under the age of 35. Another astonishing fact is that 32% of Hispanics access the Internet through their smartphones, compared to 20% of the general market. This tech savvy trend is not only prevalent inmobile adoption, but the Center for Hispanic Marketing Communication also found that Hispanics are early adopters of tablets and e-readers as well. It’s no wonder that Hispanics have an estimated $1.3 trillion in buying power this year.

4. Hispanic mobile websites are simple and just smart.

If we know younger Hispanics are accessing the Internet on their smartphones, a mobile website is a must. A mobile optimized website has multiple benefits:

  • They will work on virtually any smartphone.
  • Content is simplified and design is less intensive, often being a cost effective option.
  • Mobile websites can be easily translated into multiple languages.

Check out Univision’s mobile site and Major League Baseball’s LasMayores.com Spanish mobile version for examples.

5. Hispanics are more responsive to online advertising

Hispanics online are not only younger, tech savvy and connected – they’re also more receptive to online advertising.ComScore recently reported on how responsive Internet users are to online advertising. When looking at advertisement, 31% of U.S. Hispanics reported they enjoy watching advertisements compared to 19% for non-Hispanics. The study also shows that 48% of Hispanics expect advertising to be entertaining compared to 39% of non-Hispanics.

Still not convinced, Google can give you 200 million reasons why they are investing in Latinos online. That’s how much Google reported brands are spending online this year to reach the Hispanics market. We will have to watch how Google+ and Facebook capitalize on the Hispanic market – and if they do it well. It’s no doubt that Latinos will begin to tune out advertisers unless they are culturally relevant and engaging – even when speaking to Gen N.

via U.S. Hispanics Connected & Online: Getting Around the Digital Divide.

Latinos Over-Index on Smartphones & Watch More Mobile Video

Nielsen recently released The Cross-Platform Report and there’s an interesting nugget of information tucked into the very end of the report that indicates that Latinos have the highest penetration of Smartphones than any other ethnicity.

Latinos Have More Smartphones

Interestingly, Latinos also spend more time watching mobile video.

Latinos Spend More Time Watching Video on Mobile Devices

In light of the increased Smartphone penetration amongst Latinos, it’s not really all that surprising that they’re watching more video on their wireless devices.  The question now will be how do video producers take advantage of the trend.

Grab the full report here: Nielsen Cross Platform Report Q1, 2011