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Tag: Nielsen

  • Global ad spend in Q1 up 3% to $128 bn: Nielsen

    MUMBAI: After a strong finish to 2011, global ad spend continued to rise in the beginning of 2012. It stood at $128 billion in the first quarter of the year, up 3.1 per cent compared to the same period of 2011.

    According to Nielsen’s quarterly Global AdView Pulse report, emerging markets like the Middle East and Africa saw double-digit increases while North America and Asia Pacific saw modest more gains of 2.1 and 1.7 per cent respectively.

    Biggest surges and declines: The Middle East and Africa was up 23.3 per cent as advertisers turned to budding and stabilising economies there. In particular, Egypt saw ad spend growth of 67 per cent in Q1 following last year’s Arab Spring.

    Ad spend in Europe declined slightly (1.4 per cent), with countries most impacted by the recession seeing the biggest changes. Greece and Spain, for example, saw significant declines, while France, Germany and Switzerland drew more ad dollars than last year. Europe was the only region to see a decrease in ad spend.

    Trends to watch: While ad spend increased only slightly in January compared to last year, the year-over-year change grew steadily in the subsequent months. By March 2012, global ad spend was 4.5 per cent higher than a year earlier. Market conditions and political unrest in 2011 may have contributed to lower spending last year, and Nielsen will watch to see if these increases are sustained in Q2.

  • Mindshare launches marketing intelligence platform Core

    MUMBAI: Mindshare has launched Core, a user-centric and open source data-driven marketing intelligence platform.

    Claiming to move data out of the hands of IT and analytics teams and into the hands of marketers, Core delivers a single, always-on, open-source data stream. It offers same scalability, flexibility and security as data systems in the finance sector.

    Mindshare has invested heavily in developing Core. The global media network said Core empowers both analysts and non-technical users to make informed marketing spend, audience targeting and creative optimisation decisions across all touch points in real-time.

    Mindshare has partnered with 24/7 Media, Ab Initio, Acxiom, Adobe, MySupermarket, Exponential (Tribal Fusion), Nielsen and Visible Measures to provide this technology and data.

    Core enables marketers to mix their business intelligence (CRM, sales and supply chain) data with an integrated single source of marketing intelligence. This contains media channel spend and performance data, social data, paid and owned media audience data, in-stream data, third party (household expenditure/demographic/online behaviours) data and real-time trading data.

    When mixed with the business intelligence, this reveals consumer actions and insight at a granular level, eradicating the guesswork, latency and siloed nature of marketing-spend decision making.

    Mindshare Worldwide CEO Nick Emery said, “We have invested heavily in developing Core because we believe it is the future of marketing. We are bringing together state of the art technology providers to truly deliver real time business and media data. Everyone claims this with some empty dashboard, we are doing it. It’s a step change for our industry and I’m proud that we are leading the charge.”

    Mindshare Worldwide CTO and Core project leader Steve Plimsoll said, “By leveraging insight and requirements from across Mindshare’s global network and client base in the design and the cherry picking the global best in class technology and data providers for the development we’ve been able to create an enviable solution that delivers institutional marketing intelligence across all aspects of the marketing ecosystem, be they above or below the line, product or consumer centric. Gone are the traditional data silos / black boxes and the need for complicated coding or middle men (IT) historically needed for marketing professionals to access or ask questions of the data. Data now truly is at their fingertips.”

    The single source data stream is created by bringing together all the media data and consumer insight capabilities of Mindshare and the leading global third party data enhancement services to create an always-on data resource, which when mixed with brand held data, delivers actionable insights to marketers in real-time.

    Mindshare India consulting, analytics and intelligence principal partner Sandeep Pandey said, “Data analytics have assumed the status of a strategic tool over the last few years and a meaningful analytics exercise involves the generation of insights through data modeling. To me half the battle is won if you have robust consumer knowledge from disparate sources of data and Core is built to facilitate exactly that for our clients. Indian businesses are increasingly adopting analytics in their processes to improve efficiency and profits and we believe Core would help us achieve that.”

  • Kentucky Derby draws 14.8 mn viewers on NBC Sports

    MUMBAI: NBC Sports‘ coverage of Saturday‘s Kentucky Derby drew 14.8 million viewers, the third most-watched Kentucky Derby in 23 years, and up two per cent from last year‘s Derby, according to official national data provided today by The Nielsen Company.

    The household rating of 9.0/20 is up six per cent from last year‘s race. Since implementing NBC Sports‘ ‘Big Event Strategy,‘ the last four Kentucky Derby races have all recorded at least 14.5 million viewers.

    NBC Sports‘ coverage of the Kentucky Derby over the last 12 years averages more than 2 million more viewers than the previous 12 Kentucky Derby broadcasts on ABC (14.1 million vs.12.0 million, up 17 per cent).

    Saturday‘s race won by I‘ll Have Another is up two per cent from last year‘s 14.5 million, making it the third most-watched Kentucky Derby since 1989 when Sunday Silence won the Derby (18.5 million). The household rating of 9.0/20 is up six per cent from last year‘s race (8.5/19).

    The Kentucky Derby once again proved to be very popular with female viewers. In fact, 51 per cent of Derby viewers 18+ were women, making it the only annual sporting event that draws more female than male viewers.

  • TV holds lion’s share of ad spends in US: Nielsen

    MUMBAI: The ferocious growth of the digital medium notwithstanding, television continues to hold the lion’s share of ad dollars and consumers media time in the US, according to Nielsen.

    Television ad spend was up 4.5 per cent in 2011 even as total ad spends increased by a mere two per cent, according to the third and final part of Nielsen’s Advertising & Audiences Report.

    The total ad spend for TV reached $72 billion, more than all other ad platforms combined. The print media commanded the second biggest share of ad spends with magazines and newspapers collectively cornering $28 billion. Internet and radio garnered $6 and $7 billion respectively.

    The report took an in-depth look at media consumption by platform and found that American advertisers and consumers have a huge appetite for television, as TV holds the lion’s share of ad dollars and consumers’ media time.

    Spending on cable TV has increased steadily over the last few years, up 42 per cent from 2007, the report added.

    Spanish-language cable and network TV saw double-digit growth in ad spend, up 24 per cent and 16 per cent respectively, from 2010.

    Automotive was the largest category for advertising spend across all media, with $10.2 billion spent by automotive brands while AT&T and Verizon were the top TV spenders during 2011 for brands AT&T Wireless Web Access ($1.1 billion) and Verizon Wireless Web Access ($702.2 million).

  • GTV most trusted way of paid advertising: Nielsen

    GTV most trusted way of paid advertising: Nielsen

    MUMBAI: The importance of �earned’ media as a form of engaging with consumers has increased significantly in recent years, with word of mouth and online consumer reviews ranked by consumers in Asia Pacific as the most-trusted form of media or advertising, according to a recent study undertaken by Nielsen.

    The Nielsen online study into consumers’ level of trust in various forms of media and advertising and the relevance of information contained in media and advertising, found that 94 per cent of Asia Pacific consumers trust earned media, such as word of mouth and recommendations from friends and family, above all other forms of media and advertising.

    Consumer opinions posted online is the second most trusted form of media and advertising, with more than three quarters (76%) of Asia Pacific consumers indicating they trust the experiences of others’ shared online. Significantly, consumers’ trust in both word of mouth and online consumer reviews has increased exponentially in recent years, with word of mouth up 15 points in the second half of 2011 compared to the first half of 2007, and online consumer reviews up 14 points over the same period.

    Television, which enjoys the lion’s share of advertising expenditure in the Asia Pacific region, ranks as the most trusted form of �paid’ advertising for consumers in Asia Pacific, with 55 per cent indicating they trust ad messages delivered via TV. This was followed by other paid ads including magazines (54%), newspapers (52%), cinema ads (47%) and ads on the radio (47%).

    Although paid advertising on new media platforms, such as ads on social networking sites, text ads on mobile phones and online banner ads, still trails traditional forms of advertising in terms of the degree to which consumers trust it, this appears to be shifting; text ads on mobile phones and online banner ads posted some of the highest gains in consumers’ trust levels since 2007, up 18 points and 13 points respectively.

    Amongst other forms of media and advertising, the Nielsen study found that �owned’ media, in particular company websites, was widely trusted by Asia Pacific online consumers (63% of consumers said they trusted branded websites). A further 53 per cent of consumers in the region find content in emails they consented to receive to be credible. Interestingly, brand sponsorship resonates well with Asia Pacific consumers – 55 per cent trust this form of advertising.

    “These survey findings highlight the rapid fragmentation of media across the region, and the degree to which consumers’ attitudes towards all forms of media – paid, owned and earned – have shifted in a relatively short space of time,” notes Nielsen Asia Pacific, Middle East & Africa David Webb MD of Advertising Solutions. “It is interesting to note the number of new advertising categories which either did not exist, or were too small to list when Nielsen first conducted this study in 2007, such as social media advertising or display ads on mobile devices.”

    Webb notes that this continuing media fragmentation poses both opportunities and challenges for advertisers: “While advertisers are increasingly facing the dilemma of how to allocate their marketing budgets across a growing number of media platforms, the good news is that there have never before been so many opportunities for brands to engage with consumers. The real challenge marketers will face in the years ahead will be pinning down how to execute truly effective cross-platform campaigns, which utilize the unique benefits of each form of media and drive brand awareness, trial, loyalty and, ultimately, greater sales.”

    Consumers across the Asia Pacific region also regard �earned’ media content as the most relevant when it comes to looking for information on products and services, with information delivered via word of mouth and online consumer reviews ranking as the two most relevant forms of product information. In contrast, information delivered via ads on newer media platforms such as online video and banner ads, ads on social networks and mobile ads held less relevance to consumers than more traditional forms of advertising, a possible indicator that the messages contained in these ads is not yet hitting the mark.

    “The level of trust consumers place in various forms of advertising and media is clearly very closely linked to the level of relevance those media and ad messages,” observes Webb. “The evolution of â€?paid-earned-owned’ media has turned the traditional advertising model on its head, and it is now much more critical that brands deliver messages which are authentic, targeted and which encourage a two-way dialogue rather than a one-way push.”

  • New technologies impacting TV viewership in Australia: Nielsen

    New technologies impacting TV viewership in Australia: Nielsen

    MUMBAI: New technologies such as personal video recorders (PVRs), Internet-delivered video, tablets and smartphones, coupled with burgeoning up-take of digital terrestrial television (DTT), are increasingly impacting Australians’ television viewing habits, according to a new report released.

    The first Australian Multi-Screen Report – compiled collaboratively by Nielsen, OzTam and Regional Tam – shows the extent to which new technologies are stimulating and enhancing viewing of broadcast content (‘video’)
    beyond conventional television sets.

    The report reveals that viewing of broadcast content via traditional TV sets remains strong and is growing. Meanwhile, smaller, more mobile and Internet-enabled devices – along with improved Internet connectivity – are creating new
    opportunities to view video content; although viewing via such devices remains low in comparison to conventional TV viewing, strong growth has been observed in the past year.

    Key findings as of Q4 (October-December) 2011
    – Overall TV viewing is strong and rising
    – Households have greater choice and access to DTT:
    – 95 per cent of all homes have at least one DTT-enabled TV set (up from 90% in Q1 2011)
    – 70 per cent of homes can receive DTT on every working TV set in the home (up from 55% in Q1)
    – 44 per cent of households have access to time-shifting devices, such as PVRs (up from 37 per cent inQ1)

    Combined, these factors give viewers greater choice and access to television content and are stimulating viewing via traditional means:

    -Average monthly time spent viewing television broadcast content in the home via conventional TV sets increased by 6.1% between Q4 2010 and Q4 2011 (by 6 hours and 31 minutes) to 113 hours and 38 minutes (All People figures).

    [NB:
    TV viewing behaviour of course fluctuates seasonally, with viewing increasing in winter time]

    – Average monthly time spent viewing playback (recorded) television content has increased by 4 hours and 31 minutes (60%) since Q4 2010, now at 12 hours per month in Q4 2011

    – Approximately 99 per cent of Australian households have at least one working TV set. Overall TV monthly reach (that is, where people watch at least some television during the
    period) has increased from 97 per cent in Q4 2010 to 98 per cent of Australians nationally in Q4 2011.

    There is a strong and positive relationship between screen size and propensity to view, with people demonstrating a preference to watch content on the largest screen available.

    Online video viewing is rising but remains small in comparison to conventional TV

    – 77 per cent of households are connected to the Internet (77% in Q1), providing potential access to online television video content:

    – Australians spent an average of 43 hours and 54 minutes per month using the Internet on a PC in Q4 2011 (up slightly from 43 hours and 33 minutes in Q1)

    – Australians spent an average of 3 hours and 27 minutes per month watching any online video (not just television broadcast content) in Q4 2011, up from two hours and seven minutes in Q1 2011

    Smartphone take-up is increasing but video viewing on such devices remains small

    – An estimated 49 per cent of Australians aged 14+ years own a smartphone (35% in Q1)

    – Video usage on smartphones has seen strong increases but still trails traditional TV viewing by a long way:

    – Video usage on mobile phones is largely dictated by available services and associated service costs. Current estimates suggest this usage is relatively light but growing rapidly

    – Users spend an average one hour and 20 minutes per month watching any video (not just television broadcast content) on a mobile phone (35 minutes in Q1),
    suggesting usage of such devices to view TV video content remains small

    Take-up of tablets is increasing
    – An estimated 10 per cent of metro households own at least one tablet device
    – Watching any video content on tablets grew from just two per cent of the total online population at the end of 2010 to five per cent by the end of 2011

    People aged 18-34 are the heaviest consumers of online video and video on mobile phones The combination of the extended screens (PC and mobile phone usage) for any video content still accounts for just 4% of the video consumption on traditional TV sets
    – Three hours 27 minutes per month on PCs (All People)
    – One hour 20 minutes per month on mobiles (people aged 14+)
    – 113 hours 38 minutes per month on a traditional TV (All People)

    Nielsen’s media industry practice group in Australia head Matt Bruce said, “The introduction of DTT and time-shifted viewing, and the speed with which Australians are adopting new technology which delivers broadcast content anywhere, anytime has impacted the way in which traditional television content is accessed. The Australian Multi-Screen Report confirms that new technology and devices are adding to, rather than replacing, Australians’ TV viewing, and for media owners, agencies and advertisers, these findings provide much-anticipated insights into the way media is consumed, thereby helping to understand viewing habits and more successfully reach and engage with audiences across multiple screens.”

  • TV is most popular device in the US: Nielsen

    TV is most popular device in the US: Nielsen

    MUMBAI: One in three US TV households – 35.9 million – owns four or more televisions, according to a new report on media usage from Nielsen.

    Across the ever-changing US media landscape, TV maintains its stronghold as the most popular device, with 290 million Americans and 114.7 households owning at least one. In contrast, 211 million Americans are online and 116 million (ages 13+) access the mobile Web.

    The average weekly media time for Americans over the age of 2 is 32 hours and 47 minutes (32:47). The lowest figures are with the 12-to-17 set, at 22:24, and the highest is for those age 65-plus, at 46:16.

    111 million viewers are watching timeshifted programming, and Netflix has four times the average viewing time per person, per month compared to the television.

  • Madhuri Dixit joins Oral B for Smile India Movement II

    Madhuri Dixit joins Oral B for Smile India Movement II

    NEW DELHI: Bollywood actor Madhuri Dixit has joined Oral B Smile India Movement as the chief smile officer to promote a mission to ‘Protect a Billion Indian Smiles, One at a time‘ with the help of 10,000 dentists across the country.

    The mission was launched Tuesday from the Maulana Azad Medical College here, heralding the cause of protecting the Indian smile. The Oral B Smile Survey conducted by independent researcher AC Nielsen amongst 803 consumers and 201 dentists in Mumbai, Delhi, Kolkata and Bengaluru states that as many as 89 per cent respondents in Delhi, 65 per cent in Bengaluru, 25 per cent in Kolkata and 19 per cent in Mumbai feel that India as a nation smiles less than other countries. A majority of 76 per cent of dentists notice that patients with poor oral hygiene tend to smile less.

    Dixit said, “I have always believed that we Indians have such warm smiles – something I missed fervently when I was in the US. It was disheartening to learn from the Oral B Smile survey that Indians feel they are smiling less, and the poor state of oral hygiene could be one of the reasons. I decided to join hands with Oral B and 10,000 dentists across the country to protect billion Indian smiles, one at a time. As I pledge my support to the movement, I urge everyone to pledge their support too and take a step towards more healthy, confident smiles.”

    The survey covered people‘s behaviour at the workplace, with their spouses; people have been equally vocal regarding their connotations of smile at their work place and when trying to please their spouses.

    Oral B spokesperson Varun Sharma said, “The survey conducted with AC Nielsen clearly points at the need for better oral hygiene among Indians! Through the Oral B- Smile India Movement this year, we hope to build from Smile India Movement‘s success last year, and help protect a billion Indian smiles, one at a time.”

    “We are encouraged by the support we have received from 10,000 dentists across India and now Chief Smile Officer- Madhuri Dixit who, for most of us, represents the quintessential healthy, confident smile. The aim is to protect Indian smiles by urging people across India to come forward and pledge their support to this movement,” Sharma added.

  • Nielsen acquires Marketing Analytics

    Nielsen acquires Marketing Analytics

    MUMBAI: Nielsen, a global provider of information and analytics around what consumers watch and buy, has acquired Marketing Analytics, Inc, one of the pioneers of marketing mix modeling and a recognised leader in analytics and advanced planning software.

    Nielsen will acquire all the assets of Marketing Analytics, including 52 employees, software and ongoing client projects.

    The acquisition enables Nielsen to provide marketers of fast moving consumer goods with the most complete and timely view of the impact of media and marketing – a distinct advantage when developing marketing plans across multiple channels, such as online and offline advertising, in-store promotions and consumer promotions..

    Nielsen president, CEO Consumer US John Lewis said,”We are committed to providing insights and innovative solutions to help our clients drive effective marketing programs with quantifiable returns on investment. Fast moving consumer goods marketers require advanced, real-time, predictive analytic insight. By combining Nielsen’s global reach with Marketing Analytics’ expertise and advanced modeling and scenario planning applications, we can drive increased value for our global clients seeking the optimal marketing mix and spending level to maximize their sales.”

    Marketing Analytics founder and CEO Ross Link said,”Huge possibilities open up with the integration of our people, expertise and industry-leading software with Nielsen’s vast data assets and broad professional services footprint. We’re joining a great team I am proud to be part of at Nielsen. Together, we can set the standard for helping clients examine what’s possible and what’s best for their marketing mix.”

  • Nielsen to kick-off online campaign ratings service on 15 August

    Nielsen to kick-off online campaign ratings service on 15 August

    MUMBAI: The Nielsen Company, well-known for its television ratings services, is launching a new service to help online advertisers achieve better visibility over their Internet-based promotional campaigns.


    The Nielsen Online Campaign Ratings service will be rolled out on 15 August.


    The new ratings service will look beyond traditional online tools such as click-through and impressions and will focus on measuring the efficacy of a campaign with gross rating points, which combine the reach of an ad and the frequency with which users see it.


    With the new system in place, advertisers will be able to measure the combined reach of their TV, Web and mobile marketing initiatives.


    The company said that the new system will facilitate greater accuracy than traditional online metrics that are often manipulated with.


    With over 160 million U.S. users, Facebook has become an online advertising behemoth. The social network‘s ad revenues will continue its upward movement, if the company can demonstrate its ability to match with other advertising media.