深度-Nielsen-2021年第一季度观众报告（英文）-2021.6-38页_2mb

Summary of the Nielsen Total Audience Report (March 2021)

Core Content

This report explores the evolving landscape of advertising in the context of the global pandemic and its impact on consumer behavior, media consumption, and brand engagement. It highlights how advertising has adapted to new challenges and opportunities, emphasizing the importance of understanding consumer sentiment and the role of various media platforms in reaching audiences.

Main Points

Advertising's Purpose and Complexity

• Advertising aims to change behavior and inspire action, such as purchasing a product or raising awareness.
• Modern advertising is more complex and risky due to hyper consciousness, digital debate, and cross-platform campaigns.
• Consumers now have a voice and can influence brand perception through social media and other digital channels.

Impact of the Pandemic on Advertising

• The pandemic has significantly altered consumer behavior and ad spend.
• TV viewing increased due to people staying home, while key ad categories like travel, auto, and restaurants saw declines.
• Ad spend rebounded in late 2020 and is expected to grow in 2021.
• Nielsen Ad Intel data shows a decrease in ad spend by 15% (or $20 billion) from 2019 to 2020.

Consumer Sentiment and Behavior

• 55% of people are optimistic about returning to normal in 2021, with men more optimistic than women.
• 73% of U.S. consumers are eager to resume travel and other social activities.
• Many consumers saved money due to reduced spending, and there's a potential for increased post-pandemic purchases.
• 40% of urban, 26% of suburban, and 22% of rural residents are shopping more at local businesses now than before the pandemic.

Local Advertising and Trust

• Local advertising is more effective in engaging consumers, with two-thirds of urban residents more likely to react to or remember ads for local businesses.
• Trust in advertising varies by platform, with legacy platforms like TV and radio still being the most trusted.
• Consumers are more likely to be influenced by brands shown in streaming content, with 66% of 35-49 year-olds and 62% of 18-34 year-olds noticing brand usage.

Streaming and Brand Integration

• Streaming video services are becoming a key platform for advertising, with ad-supported and linear streaming growing to over one-third of total streaming.
• Nielsen developed a new metric to measure the value of brand integrations in SVOD content, allowing for comparable valuation with traditional ads.
• A case study on Cobra Kai showed that Enterprise's brand integration reached over 8 million viewers aged 21+ in the first four weeks.

Media Consumption Trends

• In Q3 2020, radio reached 88% of U.S. adults weekly, with 12 hours of average usage.
• Smartphone usage on apps/web was 85% weekly, averaging 20 hours.
• Nielsen updated its measurement methods for Android devices to better reflect user intent, leading to a decrease in smartphone duration but not reach.

Key Information

• Advertising Reach and Time Spent:

  • Radio: 88% reach, 12 hours weekly.
  • Smartphone apps/web: 85% reach, 20 hours weekly.
  • TV: Key platform for visual advertising, especially during the pandemic.

• Ad Spend Changes:

  • Overall ad spend decreased by 15% from 2019 to 2020.
  • TV and digital advertising share increased.
  • Ad spend is expected to rebound in 2021, especially in categories like travel, auto, and retail.

• Consumer Optimism:

  • 55% of consumers are optimistic about returning to normal in 2021.
  • 73% of U.S. consumers are eager to take a vacation, and 75% are interested in in-person religious services.

• Local Business Support:

  • Over 70% of consumers feel it's important to support local businesses.
  • Local advertising is more effective than national or online ads in influencing consumer behavior.

• Streaming Advertising Growth:

  • Streaming services, especially AVOD and linear streaming, are growing in ad share.
  • Consumers are influenced by brands shown in streaming content, with 52% of 35-49 year-olds and 49% of 18-34 year-olds being influenced.

• Measurement and Analytics:

  • Nielsen has updated its measurement approach to reflect current consumer behavior.
  • A new metric enables better tracking and valuation of SVOD brand integrations.

This report underscores the importance of adapting to changing consumer behaviors, leveraging local and streaming platforms, and utilizing accurate metrics to measure the effectiveness of advertising strategies.