Report Archives | Nielsen https://www.nielsen.com/insights/type/report/ Audience Is Everything™ Wed, 24 May 2023 14:05:28 +0000 en-US hourly 1 https://www.nielsen.com/wp-content/uploads/sites/2/2021/10/cropped-nielsen_favicon_512x512-1.png?w=32 Report Archives | Nielsen https://www.nielsen.com/insights/type/report/ 32 32 197901765 2023 Nielsen Annual Marketing Report https://www.nielsen.com/insights/2023/need-for-consistent-measurement-2023-nielsen-annual-marketing-report/ Wed, 26 Apr 2023 10:00:00 +0000 https://www.nielsen.com/?post_type=insight&p=1240758 Discover how consistent measurement can help you navigate today's digital-first media landscape in Nielsen's 2023 Annual...

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The need for consistent measurement in a digital-first landscape

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Few changes in the media industry are as defining as audiences’ relationship with television. And the latest evolution capturing audiences’ attention is streaming services, smart TVs, and the content they support. In the U.S. alone, Americans watched 19 million years worth of streaming content in 2022.

So, naturally, brands have adjusted their media strategies: 84% of global marketers say they include streaming channels in their media plans.

The catch? Less than half believe this spending is effective.

In December of 2022, we surveyed 1,524 global marketing professionals to understand how they feel about changing viewing behaviors, the rise of streaming and CTV, and solutions for tracking and proving campaign impact.

Here are four key survey insights:

1

Recession or not, marketers expect ad budgets to grow

Despite 69% of global marketers saying economic conditions had a big impact on planning, 64% expect their budgets to grow.

64% of marketers expect budgets to grow

2

Streaming is the future, but value remains unclear

84% of global marketers include streaming in their media planning. Less than half, however, view this spending as effective.

84% of marketers include streaming in their mobile planning

3

ROI confidence is lowest across digital channels

Only 54% of marketers are confident in ROI measurement across digital channels.

54% of marketers are confident in ROI measurement of digital

4

Multiple measurement tools could be hurting confidence

62% of marketers use multiple measurement solutions to achieve a comprehensive look at marketing performance, which may be contributing to the lack of confidence.

62% of marketers are using multiple measurement tools

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Insight #1

Digital spend edges out other channel investments

For marketers, 2023 was assumed to be an uncertain year, with 69% surveyed for this report saying that the economic conditions had an impact on their planning.

Still, 64% expect their ad budgets to increase this year, with 13% even expecting increases of 50% or more. Much of that growth can be attributed to CTV and streaming.

Anticipated budget changes of 50% or more throughout the year

Anticipated CTV/OTT spending aligns with global trends we’ve been tracking.

In the U.S., 2022 digital video ad spend was up 171% from 2020. 

Across Puerto Rico, Mexico and Brazil, digital ad spend increased 228%* between 2021 and 2022 for a total of US$24.5 billion, with 58%  (US$14.2 billion) allocated to digital video.

In France, Denmark and the U.K., internet-based video spend increased from US$2.3 billion in the first three quarters of 2020 to US$4.2 billion USD in 2022.

*The data reported is derived from the increased coverage of our Ad Intel measurement, which shows greater visibility of actual spending on digital vehicles. (1) Digital activity reporting in Brazil starts in January 2022. (2) PPP and social activity reporting in Puerto Rico starts in May 2022.

Insight #2

Global ad budgets lean into CTV

The increased spend across online video reflects audiences’ shift to streaming in particular.


In the U.S., Americans watched more than 19 million years’ worth of streaming content in 2022.


In Mexico, streaming grew to account for 15.2% of total TV usage as of December 2022.


In Thailand, streaming content reaches more than 50% of the TV audience.


In Australia, 70% of people 14 and older say they use the internet to stream video.

1 Nielsen Streaming Content Ratings and Nielsen National TV panel
2 The Gauge Mexico
3 Thailand Cross-Platform Ratings
4 Australia Consumer and Media View, Q4 2022

Naturally, global marketers are refining their media spend: On average, 32% report allocating 40%-59% of their budgets to CTV, and nearly one-fifth (19%) report shifting 60%-79%.

Global ad budgets are shifting to CTV

Zenith Media forecasts that global online video ad spending will grow at a compound annual growth rate (CAGR) of 4.8% through 2025 to account for 30% of the overall ad market. The company expects advertising on subscription video on demand (SVOD) services to grow at a CAGR of 27.9% to reach US$13.1 billion by 2025.

This is massive momentum. And yet, according to global marketers, the perceived effectiveness of their  CTV/streaming investments is just 49%.

Perceived effectiveness of digital spending by channel

Insight #3

Confidence is low for holistic ROI measurement

Measurable returns will always help marketers make tactical investment decisions, but cross-media ROI measurement challenges have more than half of global marketers (52% on average) focused only on reach and frequency metrics.

Marketers’ approach to cross-media measurement

  • Global average
  • APAC
  • EMEA
  • North America
  • Latin America
We are solely focused on reach/frequency
We are focused on both reach/frequency and ROI
We are solely focused on reach/frequency
We are focused on both reach/frequency and ROI
We are solely focused on reach/frequency
We are focused on both reach/frequency and ROI
We are solely focused on reach/frequency
We are focused on both reach/frequency and ROI
We are solely focused on reach/frequency
We are focused on both reach/frequency and ROI

One potential cause for the simplified focus is under-utilized marketing technology (martech). Gartner’s 2022 Marketing Technology Survey Insights found that marketers aren’t using their tools as well as they could be: Only 42% of survey respondents said they use the full breadth of their martech capabilities, down from 58% in 2020.

Untapped martech could also explain the gap between marketers’ stated belief in their martech’s ability to measure aggregate ROI (69%) and their reported ROI confidence at the individual channel level, which is much lower.

Confidence in ROI measurement by channel

Insight #4

Channel-specific tools don’t paint the full performance picture

Shaky ROI confidence isn’t all untapped martech’s fault. Several other factors are at play in a crowded media landscape, including:

Many don’t equate campaign success with on-target reach

Read more

On average, 40% of global marketers don’t believe understanding cross-platform reach is important when assessing whether campaigns reach their intended audience. In Asia-Pacific, that rises to 47%. Given how fragmented the modern media landscape is, this number is surprising and notable.

Importance of understanding cross-platform reach when measuring success of reaching target audience
  • Global
  • APAC
  • EMEA
  • North America
  • Latin America

Effective reach depends on quality audience data

Read more

Quality audience data is at a premium–especially as third-party cookies and mobile advertising IDs (MAIDs) become obsolete. It makes sense then that only 23% of marketers strongly agree that they have the quality audience data they need to get the most out of their media budgets. In Latin America, the percentage is higher, at 26%.

Channel-specific tools deliver isolated insights

Read more

Historically, linear and digital measurement have relied on different methodologies. So, understandably, marketers have turned to multiple, channel-specific tools. On average, 62% of marketers globally use multiple measurement solutions to arrive at cross-media measurement, with 14% leveraging four to five. Just 34% report using one platform for cross-measurement needs: 19% have their own proprietary solution, and 15% use a third-party tool.

Approaches used to achieve cross-media measurement
  • Global average
  • APAC
  • EMEA
  • North America
  • Latin America

Martech investment is declining

Read more

In addition to using less of their martech, marketers now plan to pull back on additional investment in 2023. On average, 24% of global marketers cite reducing martech investments to some degree, with 12% planning cuts of 150% or more.

Planned investment in marketing technology over the next 12 months

As audiences increase their time with digital devices, emerging channels and streaming content, advertisers and agencies will need measurement that provides comparable data across devices and platforms. What’s more, they need accurate data that doesn’t duplicate viewership while audiences constantly toggle between screens. This comprehensive view across linear and digital platforms will deliver a precise look at audience and impact, which should improve their confidence in marketing investments.

The importance of comparable, person-level measurement isn’t lost on global marketers—71% say comparability is extremely or very important in their cross-media measurement. Arriving at comparable, deduplicated measurement, however, remains a challenge.

Confidence in current solutions delivering comparable, deduplicated cross-media measurement

Plenty is vying for marketers’ attention and budgets. The key is knowing what to prioritize, and how.

Our recommendations

1

Beware of underinvesting on brand equity

Marketers are always asked to do more with less, even without threats of a recession. The economic uncertainty, however, adds pressure to protecting brand equity and sharpens the need for efficient, targeted and measured ad spending. Marketers may just have less budget to do it all.

If that wasn’t hard enough, there’s another big consideration: Most brands were already under-spending—by a median of 50%— and losing opportunities to achieve their maximum ROI in 2022. Reducing spending more could hurt ROI even further. It may also have a negative impact on marketers’ top objectives for 2023: customer acquisition and brand awareness.

Top marketing objectives for the 2023

In digital channels where engagement is rising, under-spending is even higher. For example, May 2022 data from Nielsen’s Predictive ROI Database showed that 66% of global media plans were under-invested for digital video. But marketers that close the spending gap and optimize their digital video investments can improve ROI by a median of 51%.

Rampant underspending is preventing maximum ROI

  • Digital video
  • Display
  • Social
  • TV

2

Embrace a comparable measurement mindset

Audiences have spoken: Digital video—in all of its forms—is the future of how audiences will engage with content. This shift calls for transformative change in measurement. Marketers know how important comparable metrics are to understand the effectiveness of their ad spending, but they’re still too reliant on tools that give only a limited view of performance. To keep pace with the industry’s future, marketers need tools, solutions and metrics that are media-agnostic.

Impressions, for example, are universally applicable across ads, content and platforms. And subminute measurement, which produces individual commercial metrics, brings linear TV and digital video measurement closer to how digital campaign performance is measured.

On average, 62% of marketers find it hard to know where to use their ad budgets to reach specific audiences. Even more (69%) agree that digital media and audience fragmentation poses significant challenges to reach their target audiences.

Difficulty with OTT/CTV advertising measurement

  • Global
  • APAC
  • EMEA
  • North America
  • Latin America

To be the transformation that marketers want and finally achieve comparable cross-media measurement at the individual level, marketers should prioritize solutions that are focused on delivering measurement that is media agnostic.

3

Increase ROI by reaching more of your target audience

Understanding how campaigns are performing in near real time should be the way forward on the quest for maximum ROI. We hear this a lot: Reach more of the right audience and your ROI will increase. There’s more truth to this statement than many people might realize.

In 2022, Nielsen conducted a study involving 15 brands and 82 digital campaigns in the U.S. to verify the correlation between target reach and campaign ROI. When we combined in-flight target measurements from Nielsen Digital Ad Ratings and outcome metrics from Nielsen Attribution, we found one clear truth: Ads that best reached their intended audience generated significantly higher ROI than those that didn’t.

Tracking the relationship between targeted ads and ROI

The graph above shows three distinct performance clusters with each bubble representing data for one vendor, for one month, on one campaign.

This study revealed key learnings about targeted reach:

Increased campaign reach raises costs and does not guarantee higher campaign ROI

Increased targeted reach will improve campaign ROI

Advertisers can use reach analysis to better understand which audiences to target

Focusing on the most valuable audiences improves efficiency and drives higher ROI

Honing campaign reach is a critical ROI lever. To stave off the complications of fragmented channels and viewerships, marketers need to prioritize measurement solutions that cover all platforms and devices, with near real time insights, so they can capitalize on opportunity and drive impact from the beginning.

Thank you for reading the Nielsen’s 2023 Annual Marketing Report!

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About this report

This is the fifth annual marketing report Nielsen has produced. It’s also the second to be global. The report leverages survey responses of marketers across a variety of industries whose focus pertains to media, technology and measurement strategies. For this report, we engaged 1,524 global marketing professionals who completed an online survey between Dec. 7, 2022, and Dec. 21, 2022.

In terms of seniority level, we engaged global brand marketers at or above the manager level. These managers work with annual marketing budgets of US$1 million or more across the auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism and retail industries.

Here are the corresponding sample distributions by region. Please keep these sample sizes in mind when reading and interpreting the charts in this report.

Respondents by Region

  • APAC: 386 respondents
  • EMEA: 374 respondents
  • North America: 402 respondents
  • Latin America: 362 respondents

Total: 1,524

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]]> 1240758 Seen, heard, valued – engaging Asian Americans through media https://www.nielsen.com/insights/2023/seen-heard-valued-engaging-asian-americans-through-media/ Tue, 25 Apr 2023 13:30:00 +0000 https://www.nielsen.com/?post_type=insight&p=1256682 In this report, Nielsen explores the media platforms and content that draw Asian Americans to help marketers, content...

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Seen, heard, valued

Engaging Asian Americans through media

Download the report

After the triumph of Everything Everywhere All At Once at the Oscars this year, many people from the Asian American Native Hawaiian and Pacific Islander (AANHPI) community were left feeling incredibly proud of that historic night. For one night, the community saw a moment of triumph, for a story and characters that reflected so much of their real-life experiences.

The AANHPI audience has made it clear – through their voices and dollar spend – that they desire for their stories to be seen and heard. Studios and advertisers can tap into the growing value of authentic stories and inclusive representation to engage an audience that is eager to see itself represented on screen. 

In this report, Nielsen explores the media platforms and content that’s drawing Asian Americans. For marketers, content creators and media publishers, we hope you’ll see there is value – and audiences – to be gained when you embrace our community.

Highlights from the report include:

  • AANHPI audiences watch about 27% more streaming content – the platform with the highest AANHPI representation at more than 10% share of screen. 

  • Despite a slight dip in representation from 2021 to 2022, streaming programs are still significantly more inclusive of AANHPI people than other platforms. Streaming had more than twice the representation on broadcast and three times the representation on cable. In addition, Asian-inclusive content is highly bingeable and attracts all audiences beyond AANHPI viewers.

  • Good content appeals to all audiences
    • 91% of AANHPI audiences and 87% of general audiences are open to content featuring people outside of their identity group. 
    • In addition, the report shows high bingeability scores of Asian-led content across top streaming platforms and opportunities for advertisers to better engage AANHPI audiences. 

  • Advertising in Asian-led content delivers value
    • AANHPI audiences are 46% more likely than the total population to buy from brands that advertise in inclusive content.
    • In 2022 brands in the fashion, pet care, electronics and travel categories allocated a significant portion of their advertising budget toward content that features and appeals to the AANHPI community. These are also the categories where Asian Americans are spending more than the general population. 

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]]> 1256682 5 brand building factors for emerging media https://www.nielsen.com/insights/2023/brand-building-factors-for-emerging-media/ Thu, 30 Mar 2023 13:00:00 +0000 https://www.nielsen.com/?post_type=insight&p=1243674 Discover the 5 factors that move the needle for brand building across branded content, influencer and podcast marketing in...

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Secrets
of success:

Building brands with emerging media

Download the insights

What do podcast ads, influencer marketing and branded content have in common? 

They share the same key factors for driving brand lift. 

Marketers understand how these emerging media execute on reach. However, there has been very limited research on how they deliver on brand building—until now. 

Our report pinpoints exactly what moves the needle for brand building across branded content, influencer and podcast marketing. 

In this report you’ll discover: 

  • The 5 key factors that drive brand lift 
  • Advertising impact on brand KPI growth 
  • Emerging media’s ROI potential 

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]]> 1243674 Seen on screen: The impact of diverse talent in media https://www.nielsen.com/insights/2023/seen-on-screen-the-impact-of-diverse-talent-in-media/ Fri, 20 Jan 2023 17:59:51 +0000 https://www.nielsen.com/?post_type=insight&p=1183061 Nielsen’s 2022 Being Seen on Screen report provides a benchmark for measuring diverse representation on TV.

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]]> As the media industry works towards becoming more inclusive, Nielsen’s 2022 Being Seen on Screen report provides a benchmark for measuring representation on TV. We have expanded our dataset from the Top 300 to over 3,000 shows in broadcast, cable and streaming. We have included more diverse communities, most recently, people with disabilities. We have also looked at some case studies exploring how investing in more inclusive programs is good for business — for advertisers or media publishers.

With this report, we seek to provide a deeper understanding of how to be more inclusive in TV programming and connect with the valuable audiences who want to watch meaningful content. 

“Being seen for who we really are is an important step in inclusion. The next step is learning about others through the stories we see and hear.”


Sandra Sims-Williams, Chief Diversity Officer

Download the report

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]]> 1183061 Amplifying Black voices in media https://www.nielsen.com/insights/2022/amplifying-black-voices-in-media/ Mon, 17 Oct 2022 12:30:00 +0000 https://www.nielsen.com/?post_type=insight&p=1126875 This report explores ways that brands and advertisers can create connections within the Black community, and how they can...

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]]> Creating informed, thoughtful and authentic experiences

Black buying power in the U.S. is estimated to grow to $1.98 trillion by 20251. And while most brands acknowledge that Black consumers are critical to their growth and cultural relevance, earning Black consumers’ business can prove challenging as Black people around the world become more discerning of how, where and when brands are targeting them.

To make inroads with Black audiences, brands and advertisers are investing heavily. But all those dollars will be ill-spent if campaigns don’t resonate with audiences, or worse, turn them away with representation that misses the mark. 

In this report, we explore recommendations for brands and advertisers to create connections within the Black community, and how to engage Black talent from the ground up in order to create informed, thoughtful and authentic experiences for Black consumers. 

Download the report

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]]> 1126875 Latino-led content and viewers: The building blocks for streaming success https://www.nielsen.com/insights/2022/latino-led-content-and-viewers-the-building-blocks-for-streaming-success/ Wed, 14 Sep 2022 13:33:05 +0000 https://www.nielsen.com/?post_type=insight&p=1109441 In addition to highlighting the voracious streaming appetites of Hispanic audiences, this report provides the findings...

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In addition to influencing the entertainment landscape, Latinos are voracious consumers of entertainment and media, as evidenced by their outsized appetites for streaming content. From a media and entertainment perspective, streaming has become the predominant way all people watch television, and this could not be more true than it is for the Latino community.

While all audiences are leaning into streaming, the story is more pronounced for Hispanic audiences, as 43.6% of Latinos’ total TV viewing in July 2022 was attributed to streaming platforms. And while seemingly endless choice attracts this audience, many Hispanics feel that accurate representation is in decline.

In addition to highlighting the voracious streaming appetites of Hispanic audiences, this report provides the findings from a first-of-its-kind analysis that showcase the impact of representation in media, both on camera and behind it. Importantly, the findings show that Hispanic-inclusive content attracts audiences, inspires them to spend more time within a platform and actually increases a program’s bingeworthiness.

Download the report

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]]> 1109441 FIFA World Cup 2022™: The essential sports data hub https://www.nielsen.com/insights/2022/fifa-world-cup-2022-data-hub/ Mon, 18 Jul 2022 01:00:00 +0000 https://www.nielsen.com/?post_type=insight&p=1061844 Nielsen’s essential sports data hub for the FIFA World Cup 2022™ will update you on the predictions, standings,...

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FIFA World Cup 2022TM: The essential data hub

Welcome to Nielsen’s essential data hub for the FIFA World Cup 2022™. We’ll keep you updated on the predictions, standings, sponsorship trends, fan insights and our perspective on it all.

Follow along as we track the intel you need—on and off the field.

2022 Predictions

Forecasts for who will advance and win World Cup Qatar

Gracenote’s 2022 World Cup predictions bracket

See our forecast for who will win
Round of 16
Quarter Final
Semi Final
Final
Semi Final
Quarter Final
Round of 16
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Predictions are based on over one million simulations that produce estimates showing the most likely team to fill each position in the knockout stages. During the 2022 World Cup, the simulation will be run after each day’s results to produce a new forecast which takes account of the latest information. The new forecast will be uploaded daily to this hub.

World Cup 2022 round predictions powered by Gracenote

See which teams are most likely to advance.
  • In Final
  • Winner
  • Round of 16
  • In Quarter Final
  • In Semi Final

Predictions are based on over one million simulations that produce estimates of the chance each team reaches a particular stage of the competition. During the 2022 World Cup, the simulation will be run after each day’s results to produce a new forecast which takes account of the latest information. The new forecast will be uploaded daily to this hub.

2022 World Rankings

The top influencers and current standings of the men's national teams


The World Cup’s most powerful players and teams on Instagram

Last Updated

  • The 10 most influential footballers
  • The biggest breakthrough players
  • The most popular team accounts

These players consistently score the most views and engagement. The change in the world ranking is compared to the beginning of 2022.

Rankings are based on Nielsen's influencer measurement tool InfluenceScope. We focused on Instagram measurement since it is the platform used by the greatest number of athletes across generations. "The 10 most influential footballers" data is from December 2021-December 2022. The data presented in "The biggest breakthrough players" and "The most popular team accounts" tables reflect growth and engagement during the tournament, November 14-December 18, 2022. Rankings include athletes participating in the 2022 World Cup.

These footballers saw a big growth surge on social media.

Rankings are based on Nielsen's influencer measurement tool InfluenceScope. We focused on Instagram measurement since it is the platform used by the greatest number of athletes across generations. "The 10 most influential footballers" data is from December 2021-December 2022. The data presented in "The biggest breakthrough players" and "The most popular team accounts" tables reflect growth and engagement during the tournament, November 14-December 18, 2022. Rankings include athletes participating in the 2022 World Cup.

These teams have the most avid Instagram followers from around the world.

Rankings are based on Nielsen's influencer measurement tool InfluenceScope. We focused on Instagram measurement since it is the platform used by the greatest number of athletes across generations. "The 10 most influential footballers" data is from December 2021-December 2022. The data presented in "The biggest breakthrough players" and "The most popular team accounts" tables reflect growth and engagement during the tournament, November 14-December 18, 2022. Rankings include athletes participating in the 2022 World Cup.

Men’s World Ranking powered by Gracenote

See the men’s national team standings.

Last Updated

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The Gracenote World Football Ranking is a proprietary methodology created in 2002 and based on the Elo system used for ranking chess players. Every time two teams compete, one wins points from the other depending on the result, the winning margin, who is at home and the relative strength of the two teams playing, and the importance of the competition.

The Road to 2026

Looking ahead to the 2026 North American World Cup

Insights into North American football fandom

See how fans from the 2026 World Cup host nations compare.
  • Preferred channels
  • Interests
  • Fan age

Insights

Latest articles

Excited crowds on a sports stadium

Fans are changing the game

This global report looks at the consumer shifts over the last two years and their impact on sports sponsorship models and content distribution.

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The ultimate World Cup viewing experience 

Boost your World Cup broadcast with a comprehensive sports menu that gives viewers live stats, integrated match info, and details on the matches they care about.

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]]> 1061844 Discover what World Cup fans really want https://www.nielsen.com/insights/2022/discover-what-world-cup-fans-really-want/ Mon, 18 Jul 2022 01:00:00 +0000 https://www.nielsen.com/?post_type=insight&p=1062788 Nielsen’s 2022 world football report details how to deliver the ultimate World Cup experience by connecting with fans.

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What fans want: The 2022 world football report

How brands, broadcasters and platforms can capitalize on the FIFA World Cup™ and it’s billion-plus views

The FIFA World Cup 2022™ is a singular chance for broadcasters, platforms and brands to connect with a massive global audience. The pressure is on, and Nielsen is uniquely positioned to help.

Nielsen’s 2022 world football report details how to deliver the ultimate World Cup experience by unpacking:

  • Who football fans are 
  • How sports viewing has changed 
  • What sponsorships resonate 
  • Where data is key

Check out our FIFA World Cup 2022™ data hub for the latest football insights!

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]]> 1062788 The 2022 ROI Report https://www.nielsen.com/insights/2022/roi-report/ Wed, 06 Jul 2022 10:58:00 +0000 https://www.nielsen.com/?post_type=insight&p=1050377 If driving media ROI is your job, this report helps you do it better. We reveal what drives returns, how to measure them...

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The 2022 ROI Report

If driving media ROI is your job, this report helps you do it better.

We reveal what drives returns, how to measure them and how to improve on the metrics you already have. Get a report tailored to your role below.

Choose your path ↓

Advertisers

Grow ROI to grow your brand

Learn More

Agencies

Boost ROI to retain and grow clients

Learn More

Media Sellers

Demonstrate ROI to win business

Learn More

Hey advertisers,

Did you know that most channels don’t perform across the full marketing funnel? We dig into that and other topics, including:

  • How much to spend on media
  • Which new channels deliver
  • What audience metrics indicate about sales

Only 36% of channels deliver on both revenue and brand goals

Hey agencies,

Did you know that getting a higher ad budget can help your client get a higher ROI? Learn why, and get more insights like:

  • Which channels pair best with your client’s goals
  • How you can measure the impact of emerging media
  • How targeting improvements can boost returns

50% of media channel investments are too low to be effective

Hey media sellers,

Did you know that your client’s ad budgets might be limiting the impact of your media? Learn more about that plus other insights, including:

  • How to refine CPM strategies based on ROI
  • How brand and sales outcomes impact spend retention
  • How your targeting can boost the ROI of your media

Media spend needs to be between 1%-9% of revenue to stay competitive

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]]> 1050377 Seeking authenticity https://www.nielsen.com/insights/2022/seeking-authenticity/ Mon, 20 Jun 2022 13:00:00 +0000 https://www.nielsen.com/?post_type=insight&p=1047079 This report looks at how LGBTQ+ adults in nine countries perceive inclusion on various media platforms and advertising,...

The post Seeking authenticity appeared first on Nielsen.

]]> A view of international LGBTQ+ media perceptions

Global attitudes about the LGBTQ+ community have evolved dramatically over the past decade or so, and the community is acutely aware of this. These changing attitudes vary by country, which means perceptions about the community can vary as well.

While this has fostered a greater sense of optimism about what lies ahead for this community, the increased visibility has also sparked rising discrimination against the LGBTQ+ people and a fear that hard-won human rights, like marriage equality, could be rolled back.

LGBTQ+ people’s perceptions of how inclusion in media and advertising has evolved differ by age, sexual orientation, the countries in which where they reside and their personal experiences with discrimination. This report looks at how LGBTQ+ adults in nine countries perceive inclusion on various media platforms and advertising, LGBTQ+ visibility in media and how to improve inclusion of LGBTQ+ people in advertising and content.

Download

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