Nielsen Reports Latest Shifts

Retail Media Networks RMNs have rocked the industry by shooting up to 62 billion this year based on current run rates They were not being paid much attention as a category prior to 2023 when we all discovered that they were already bringing in over 40B that year eMarketer projects them to be 107B by 2027 The great advantage of RMNs as advertising media is that they have builtin sales effect measurementHereamp8217s a chart provided by Nielsen which shows the relative reach sizes of a number of the major RMNsThe value of an RMN to the buy side is that purchase data is automatically available relative to specific campaigns and IDs can be clustered to the clientamp8217s segments by the more sophisticated players Amazon is very sophisticated and reports that the provision of amp8220shopabilityamp8221 interactivity adds 28 to buy rate addressability adds 35 new to brand purchasers increase 59 and offAmazon sales increase 81Just a few months ago in December I reported a Nielsen survey which found that 63 subscribe to SVOD in order to watch old TV shows and movies and things are moving so fast that now Nielsen Gracenote reports that three quarters of the TV shows and movies on FAST channels were made since 2010 amp8211 and FAST channels with their onaverage somewhat more recent content are growing faster than SVOD The three leading FAST services are Tubi The Roku Channel and PlutoFAST channels solve a problem that viewers complain about in using SVOD not to mention having to pay they also have to think about what to watch on SVOD whereas in FAST as in linear they can just turn on the set and watch whatamp8217s on and then switch around if they donamp8217t get hooked on what they see That old way of using TV which we took for granted is now recognized for its easeThe trade press every year before the Upfronts interviews leading media investment decision makers and this year one of the main themes has been that linear TV is still a crucial part of the media plan because without it massive reach is impossible And a big part of broadcast TVamp8217s reach story is about sportsNielsen measures all live sports events nationally and locally across broadcast cable streaming in homes and out of home and is credited by the buy side for its exact reporting of sports start and end times which is often not perfectly handled by companies using only big data without an area probability sample large panel streaming meter and watermarks In this chart Nielsen shows that sports on cable is relatively stable from quarter to quarter compared to broadcast which varies considerably quarter to quarter because of tentpole events not carried on cableamp8220Sports accounted for 264 of all broadcast viewing time in the third quarter of 2024 in large part because of the Olympics and the start of the NFL season By comparison sports are a much steadier driver of viewing on cable averaging an 88 share of viewing on the platform during a 12month period and only 1 point higher in the second quarter of 2024 when March Madness and the NBA Finals were onWith the current broadcastheavy contracts for the NFL and NBA set to expire in 2033 and 2036 respectively broadcast TV appears to be on solid groundamp8221amp8212 Nielsenamp8217s Guide to crossmedia and audience insights for the 20252026 UpfrontsNewFronts Planning SeasonThe team at datafuelX developed a paper focusing on the breakdown of specific types of sports viewing by ethnicity The paper noted that Nielsen is in a unique position with regard to measurement and reporting of ethnic viewing patterns Due to privacy concerns the main suppliers of big data ethnicity until now have been Experian and Acxiom and they have stopped including ethnicity variables due to various state privacy laws Nielsenamp8217s core data on ethnic groups is based on optedin panelists volunteering that data and data science powered by AI enables Nielsen to make extremely accurate estimates of ethnicity on the 135 million people in its panel big data MRC Accredited currencyHere are a few highlights of the paper from DfX and NielsenFootball has a 464 share of total sports viewing in the US followed by basketball with 154 and the Olympics with 61 the paper reports ten typesFor brand campaigns aimed at Spanish Dominant and Hispanic consumers note that these two groups massively overindex on soccer with indices of 937 and 555 respectively and Spanish Dominant also have the highest index for baseball of all ethnic groups 116Asians have the highest index for tennis 196 and also the highest index for the Olympics 129Blacks have the highest index for basketball 172 and also slightly overindex for tennis 107Whites overindex on golf 121 motor sports 120 hockey 114 and baseball 109Given the almost universal appeal of sports and the splintering of all other forms of media information and entertainment it seems likely that womenamp8217s sports is going to become an important category of its own in the near future and eventually there will be a local market for youth sportsShoppable advertising FAST and sports are three of the most important morphing areas convulsing the rapidly changing mediasphere 2025 will be a year of many more changes and we will continue to make best efforts to provide early keys to the big picture for youPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Nielsen Reports Latest Shifts

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Nielsen Reports Latest Shifts

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