Beyond these technological advances, the nature of measurement within marketing is also changing. The focus is shifting from not only what data is available, but also to how it is interpreted and used to guide decisions. As marketing objectives diversify—spanning brand building, performance and customer experience—so do the metrics that define success. This inherently brings to light differences in priorities across teams, markets, and functions.

Seen in this context, the challenge is not purely technical. It involves the strategic alignment of objectives, timelines and definitions of success to ensure that data serves a shared strategic purpose. The opportunity lies in connecting measurement more closely with intent, so that insight leads to impact.

Aligning metrics with meaning

Marketing measurement often produces more numbers than clarity. Organisations can track impressions, clicks, engagement, conversions, and spend across multiple platforms. Yet understanding which metrics truly reflect business impact remains a common challenge. The 2025 Nielsen Global Annual Marketing Survey asked marketers to identify their top two challenges in measuring ROI, and organizational alignment and clarity emerged as the most pressing concerns.

Citing stakeholder alignment across key metrics as their top challenge, 22% of marketers show that measurement is most effective when teams share a common understanding of what success looks like. In this context, it’s easier to see why 19% of marketers highlighted unclear KPIs and the sheer volume of data as a challenge—without clarity on what to track, even abundant data can be difficult to interpret.

At the same time, 17% noted siloed internal teams as a barrier. When teams work in isolation, differences in priorities and reporting practices make it harder to translate data into actionable insight. Operational hurdles also persist—incomparable data is a top challenge for 19% of marketers, and too many vendors or tools is a hurdle for 18%. Adding more tools to a fragmented plan only makes the fragmentation more visible. The real leverage point for improvement, however, remains the clarity of the overall marketing strategy. When strategic clarity exists, sophisticated tools can reveal sharper insights and highlight actionable opportunities, ensuring that campaigns are both efficient and effective.

Bridging the strategy gap

Agreeing on the right metrics is only the first step. Alignment alone does not guarantee that measurement translates into insight. Our 2025 Marketing ROI Blueprint shows a gap between confidence and execution—85% of marketers feel confident in tracking holistic performance yet only 32% actually measure holistically. This discrepancy highlights the strategic dimension of measurement. Measurement is not just a technical task but a capability that connects teams, clarifies priorities, and ensures that data drives meaningful decisions. Without this strategic link, even aligned metrics can remain disconnected from real business outcomes.

Simple adjustments can make a difference, such as ensuring key KPIs reflect business priorities, checking that teams interpret metrics consistently, and connecting insights across channels all help turn confidence into actionable clarity. 

Turning insight into impact

When measurement in marketing aligns with strategy, it moves beyond reporting activity to shaping decisions. It reveals which investments are performing, where resources can be optimised, and how the full picture of marketing impact comes together. Here is how you can take practical steps to make data work harder.

• Translate trends into strategic moves: High-performing teams interpret patterns in context—connecting campaign performance to broader customer behaviour or market shifts. This enables subtle adjustments in messaging, timing, or budget to produce measurable results.
• Uncover latent growth areas: A holistic view of performance often reveals what topline metrics overlook. Deeper analysis exposes patterns that point to new audiences, refined messaging opportunities or untapped channels. As 18% of marketers report that not enough granularity in measurement is a challenge, the value of precision becomes clear. Richer, more detailed insight doesn’t just explain past performance—it guides where growth will come from next.
• Invest where it counts: Not all metrics are equally valuable. Effective marketing strategies focus on signals that directly influence revenue, customer retention or long-term brand equity—turning insight into resource allocation decisions that meaningfully affect business outcomes.

Driving impact through clarity

The true measure of marketing impact is the clarity of insights that drive action, maximizing value beyond raw data volume. When metrics are interpreted in context and connected to business priorities, marketers can allocate resources effectively, optimize campaigns, uncover growth opportunities and maximise marketing ROI.

Our 2025 Marketing ROI Blueprint highlights how marketers are moving beyond fragmented tracking to a holistic approach that links strategy, performance and growth. It demonstrates how strategic clarity allows teams to prioritise high-value actions, uncover hidden opportunities, and optimise investments for sustained impact. Download the report to explore the full findings and understand how your measurement approach can evolve from activity-focused to outcome-driven turning insight into tangible business results. 

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The Marketing ROI Blueprint: Unlocking the full value of marketing investments

A step-by-step framework for driving marketing impact

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The Marketing ROI Blueprint: Unlocking the full value of marketing investments

A step-by-step framework for driving marketing impact

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Transform how you measure, optimize and prove marketing ROI.

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Virtual Panel Discussion

Reach, resonance, results:

Building a stronger marketing funnel with unified measurement

9 September 2025 | 2pm GMT+8

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Virtual Panel Discussion

Reach, resonance, results

Building a stronger marketing funnel with unified measurement

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Case study

Next episode: Nielsen & Spotify

Decoding the Brazilian podcast listener

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Introduction

Tapping into the power of podcast insights

As the world’s leading music streaming service, Spotify boasts a massive global footprint with over 678 million users, including 268+ million premium subscribers across 180+ markets. Recognizing the growing importance of podcasts and aiming to deeply understand Brazilian listener preferences, Spotify joined forces with Nielsen. This effort involved a Nielsen Emerging Custom study with the key goal of analyzing podcast trends to optimize Spotify’s content and identify opportunities to expand its catalog or tailor existing offerings to better resonate with the market.

Objective

Understanding Brazilian podcast listeners

Spotify’s aim was clear: gain a real competitive edge in Brazil’s podcast scene. To achieve this, they sought Nielsen’s expertise to analyze listener habits in detail, pinpoint emerging trends, and establish advertising metrics for optimized performance, considering relevant information for the future of this format.

Challenge

Going beyond broad data

Navigating Brazil’s dynamic podcast landscape posed a key challenge for Spotify’s marketing team, as they aimed to gain deeper insights through granular data needed for strategic decisions. To build a truly data-driven approach, Spotify engaged Nielsen for a tailored study designed to deliver an in-depth understanding of Brazilian podcast listeners and their behaviors.

Solution

Nielsen’s tailored podcast measurement

To address Spotify’s need for granular podcast insights, Nielsen deployed its Emerging Custom solution in August 2024. This involved robust quantitative methodology, featuring custom-designed questionnaires crafted to uncover specific consumption behaviors. A representative online panel of 1,500 Brazilian men and women, aged 18-30 across all socioeconomic levels nationwide, was recruited. Crucially, respondents were filtered to include active podcast listeners on Spotify and another audio platform (at least twice weekly), ensuring the data directly reflected heavy users of podcasts.

Key findings

Key findings

3 to 4

Diverse listening & growing engagement

On average, listeners explore three to four different podcasts weekly, with nearly half of them (48%) increasing audio podcast consumption in the last six months and 55% increasing videocast consumption.

82%

Highly focused listeners

Podcast content commands remarkable attention, with over eight in 10 listeners (82%) reporting deep immersion, creating a highly receptive environment for advertising.

48%

From awareness to action

Podcasts help brands throughout the full funnel—35% of listeners discover new offerings via this format, and 48% are more inclined to purchase after host endorsements—outperforming social media ads by 8 percentage points.

75%

Podcasts promote mental health

75% of listeners believe podcasts contribute to their mental well-being, and an even greater number turn to podcasts to alleviate boredom (88%) and enhance their mood (82%).

Results

Podcast’s impact revealed in Brazil

Nielsen’s study provided Spotify with granular insights into the significant impact of podcast consumption in Brazil. This valuable data informed and validated their marketing strategies, enabling them to educate the market and promote the effectiveness of podcast advertising to content creators and advertisers. Spotify further leveraged these findings by presenting key data at a dedicated event for these two audiences, offering compelling evidence for investment in the medium.

How it works

Our Nielsen Emerging Custom solution consists of extracting insights and analyzing data collected through an online panel, in which respondents answer a personalized questionnaire evaluating consumption habits and preferences for a given category. The survey was conducted in August, over a three-week fieldwork period (August 18th to September 3rd).

Conclusion

Driving success with data

The insights from Nielsen’s solution regarding consumption patterns, audience demographics, and the cultural significance of podcasts were instrumental in helping Spotify not only demonstrate the value of its format to its clients but also in guiding them to make more strategic decisions for future campaigns. This study also serves as valuable material for educating the broader Brazilian market on podcast consumption.

“Nielsen’s deep dive into the Brazilian podcast landscape has been invaluable,” says Vince Carrari, Director of Sales at Spotify Brazil. “The insights we’ve gained—from listener immersion to the format’s impact on purchase intent—reinforce our position as a leading platform for engaging and effective digital campaigns. This study empowers us to not only demonstrate the immense value of audio to our partners but also to strategically guide them in crafting campaigns that truly resonate and drive action.”

Vince Carrari

Sales Director, Spotify Brazil

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Want to talk with our team of experts?

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Want to talk with our team of experts?

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Webinar

Brand vs. performance marketing

What’s the right balance for your marketing strategy?

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How marketers globally are prioritizing brand vs. performance marketing

How marketers are thinking about and using different types of media

How to measure performance across different channels to determine ROI

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The full-funnel advantage: Balancing short-term goals with long-term impact

Build an effective full-funnel marketing strategy through with these expert insights

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The Advertising Media Spend Report – H1 2024

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The importance of connecting long-term brand equity and short-term performance marketing funnels, and why these strategies can no longer be siloed in a data-driven landscape.

How internal buy-in through education, collaboration and transparency, especially for legacy brands, is necessary to stay competitive into the future.

Navigating the needs and challenges of gathering quality data to construct a more holistic marketing measurement framework with a clear focus on outcomes.

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Navigating a New Landscape in Diverse Marketing

The recent U.S. election underscored a growing truth: Connecting with audiences means going beyond surface-level demographics to understand complex, intersectional identities. Disabled people not only bring unique perspectives but also intersect with other groups, including different races, genders, sexual orientations, and socioeconomic backgrounds. For example, a young Latina with a physical disability may have different media preferences and purchasing behaviors than an older white male veteran with a hearing disability.

Brands that can leverage precise, multidimensional data to connect with these diverse experiences are well positioned to build meaningful relationships. 

Representation Matters More Than Ever

Gaps in disability representation remain stark, especially when intersectionality is considered. Overall, disabled individuals make up 26% of the U.S. population, but represented only 5.9% of the time on TV screens in 2024—down from 6.8%¹ last year. This disparity is even more pronounced with intersectional identities who belong to multiple marginalized groups; for example, people of color with any disability is represented 1.6% on TV in Q1 – Q3 2024².   

TV Representation vs. Population Share

Demand for Authenticity and Relevance

Authenticity has become non-negotiable. Among people with disabilities, 52%³ wish for more representation of their identity group on television, with 50% feeling their identity is often misrepresented. This sentiment is even stronger among those who hold multiple marginalized identities—for example, 60% of Black women with disabilities report feeling misrepresented.

This is even more pronounced for people with mental health disabilities, where 54% report feeling misrepresented. Audiences are more likely to disengage from brands that fall short—61% say they would stop purchasing from brands that don’t respect their community. Misrepresentation doesn’t just alienate viewers; it can have tangible economic consequences for brands.

People with disabilities will stop buying from brands who don’t value them

Source: 2023 Attitudes on Representation survey

Copyright ©2024 The Nielsen Company (US), LLC. All Rights Reserved.

A Powerful Economic Opportunity

The U.S. disability community wields an estimated $490 billion in annual disposable income, influencing an extended market worth more than $1 trillion when considering friends and family⁴. Moreover, 63% of disabled individuals will consider seeking a new brand because they feel their current brand does not align with the causes they care about.⁴

People with disabilities are discerning consumers, with 52% expecting brands to support causes aligned with their community⁴. Brands that prioritize inclusion can tap into this significant market potential, leading to increased market share and customer loyalty. By backing relevant social initiatives and developing accessible, inclusive products and services, brands can see substantial returns on investment.

Connecting with Audiences Where It Matters

Today’s audiences expect brands to meet them where they are. For disabled people, 70% report experiencing ads that don’t feel relevant to them, and 37% are likely to ignore ads that don’t reflect their identity group⁵. Irrelevant content drives disengagement. Brands can create ads that align with the real experiences and values of people with disabilities, considering the intersections of race, gender identity, age, and socioeconomic status. 

“It is important to provide authentic representation of the communities they serve,” said Lauren Appelbaum, SVP of Entertainment & Media of Disability Belongs, one of Nielsen’s partners in disability inclusive marketing. “Just as important, brands can and should include disabled people in their ad campaigns even when the ad is not about disability.”

In a media landscape where digital is growing, local television remains a trusted choice for people with disabilities. 33% select it as their primary news source, and 62% place it among their top three.⁴ This preference is even more pronounced in certain subgroups—such as older adults and rural communities—highlighting the importance of understanding the nuanced media consumption habits within the disability community.

Nielsen’s local data allows brands to tailor their messaging to specific markets, ensuring relevance and resonance. By identifying the preferred channels and content of different segments within the disability community, brands can optimize their media planning for maximum impact.

Accessibility as a Universal Benefit: The Curb Cut Effect In Action

While accessibility features are essential for disabled people, their benefits extend to all viewers. Just as curb cuts designed for wheelchair users benefit parents with strollers, cyclists, and delivery workers, accessibility features in media offer advantages for everyone. A prime example is closed captioning. While crucial for viewers who are deaf and hard of hearing, a surprising 58% of all people use subtitles. Of these, 38% find it improves their comprehension of the content, and 26% use it to enjoy content in different languages³. When you approach accessibility features from a universal perspective, it enhances the viewing experience for all. 

Industry-Specific Insights and Actionable Strategies

To drive deeper engagement with people with disabilities, brands should consider the following strategies:

• Invest in authentic representation: Collaborate with creators and talent from the disability community to ensure accurate and respectful portrayal.
• Leverage intersectional data: Use Nielsen’s multidimensional analytics to understand the overlapping identities of your target audience.
• Develop inclusive products and services: Prioritize accessibility in product design and service delivery to meet the needs of all consumers.
• Support relevant causes: Align with social initiatives and organizations that advocate for the disability community, reinforcing brand commitment to inclusion.
• Optimize media planning: Use data-driven insights to choose the right channels and times to reach your audience effectively.

“By thoughtfully integrating accessibility and representation into their business plans, disability-inclusive brands not only create a more inclusive environment but also foster stronger relationships with diverse audiences,” said Ariel Simms, President and CEO of Disability Belongs. “Brands that prioritize disability inclusion from the outset position themselves to reap the benefits of a more equitable marketplace.”

By implementing these strategies, brands can enhance their media planning and advertising effectiveness, leading to better engagement and a stronger return on investment. As diverse marketing needs evolve, understanding the unique dimensions of disability representation isn’t just ethical, it’s essential for brands to stay relevant and competitive. The intersection of identity, relevance, and buying power presents a compelling opportunity for brands to create truly inclusive, meaningful connections with a powerful and loyal audience. Nielsen can provide the insights needed to navigate this evolving landscape and drive success through authentic inclusivity.

Sources:

¹ Gracenote Inclusion Analytics Q1-Q3 2024 and 2023
² Gracenote Inclusion Analytics Q1-Q3 2024
³ 2023 Attitudes on representation survey
⁴ American Institutes for Research report 2018
⁵ 2024 Attitudes on advertising survey

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Outcomes, not output: Measuring impact across
the full marketing funnel

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Outcomes, not output: Measuring impact across the full marketing funnel

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Explore topics such as:

The impact of reach and frequency on outcomes

Breaking ROI out of silos

The most important metrics and their significance

84%

of global marketers are confident in their ROI measurement capabilities

39%

APAC and 37% of EMEA marketers say they evaluate both traditional media and digital media spending together

36%

of media channels perform above average for delivering both sales and awareness

45%

45% of Asia-Pacific and 31% of European media plans are under-invested

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On the day of Cowboy Carter’s release, music video network Vevo reported a 38% increase in views of country music videos globally. 

From Rhiannon Giddenn’s banjo to Linda Martell’s pioneering EP, every country artist featured on the album has seen an increase in first-time or catalog listeners according to Spotify.

That digital audio engagement with country music has also translated to broadcast radio, with Nielsen measurement showing a +40% increase in audience share for the Country format among Black 18-34 year olds. ¹ The spike occurred across key markets in March 2024 compared to March of last year and continued into April with a +12% increase compared to 2023. 

Looking at the first quarter of 2024, country radio made up 9% of all streaming listening to AM/FM stations among Black people in the 18-34 age group—2.6x greater than adults spent streaming country stations overall. Black 18-34 year olds’ streaming of country stations was second only to the R&B and Hip-hop formats.² This engagement reiterates additional research from Nielsen about the connection between audio content and African American communities. 

Broadly, Black audiences average more than nine hours a week with radio, with an average monthly reach among Black 18-34 year olds specifically of 86%. Nielsen’s recent report, The global Black audience: Shaping the future of media, found that Black 18-34-year-olds in the U.S. are nearly 20% more likely than the general population to discover new music by listening to traditional radio. With the attention and engagement focused on today’s Black artists within Country Music, the uptick in this demographic’s engagement with these radio stations makes sense. 

As the spotlight continues to shine on country music’s African American roots and the talents of current voices, there are a few key takeaways to keep in mind.

• Measurement is critical to inform our strategies with data instead of preconceived notions. 
• There are still many African American trends and traditions that go untold, like the legacy of contributions to formats like country among others. Representation matters and when these stories get centered, audiences show up. 
• Rethink how and where you plan to connect with the diverse Black American population. With an average of over 81 hours a week spent with media, there are a multitude of opportunities for brands to connect with Black consumers in innovative and authentic ways.

Notes

¹Nielsen Audio PPM Black DST Markets Mo-Su 6A-12A

²Nielsen Audio PPM Cross-Market AQH Share. Mon-Sun 6a-Mid

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