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The Black influence: How Black culture & identity drive the market

honeyshah — Mon, 19 Jan 2026 14:00:00 +0000

The Black influence

How Black culture & identity drive the market

Black consumers are sending a clear signal to businesses that want to leverage their buying power, influence, and brand loyalty. Get the key insights into Black consumer trends that brands need to know to win over Black audiences in 2026 and beyond.

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The Black influence

How Black culture & identity drive the market

Black consumers are sending a clear signal to businesses that want to leverage their buying power, influence, and brand loyalty. Get the key insights into Black consumer trends that brands need to know to win over Black audiences in 2026 and beyond.

Download now

Now in its 15th year, data from the Black Diverse Intelligence Series underscores that cultural and economic impact from Black audiences is only growing. By moving beyond superficial engagement and understanding where Black audiences are headed next, advertisers, marketers, and brands can discover opportunities for real impact.

Findings at a glance:

67%

of Black consumers agree they pay more attention to brands that reflect their culture compared to 46% overall.

Source: Nielsen Attitudes on Representation Study, 2025

52%

of Black audiences are more likely to purchase from established brands partnering with creators, personalities, or organizations connected to their fandoms or interests.

Source: Nielsen Advanced Audience Attitudes Study, 2025

70%

of Black consumers report they’ll stop buying from brands perceived as devaluing their community.

Source: Nielsen Attitudes on Representation Study, 2025

Nielsen’s research confirms that when brands commit to inclusive strategies, informed representation, and powerful storytelling, marketers move beyond simple transactions to generate a profound, emotional connection that cements lasting trust and long-term loyalty.

Inside the 2026 Black DIS Report, you’ll discover four opportunity areas:

Informed representation matters most

The demand for authenticity has never been higher. Black audiences are more than twice as likely to rank authentic and accurate representation of their race or ethnicity as the strongest motivation to engage with new content.

The unique nature and shifting attention of Black audiences

Live viewing and real-time social media engagement are strong characteristics of Black audiences, averaging nearly five hours more of Live TV than most U.S. viewers. And Black America is fueling growth across the media landscape including a 135% increase in Black heavy podcast listeners.

Black fans are a force across sports

Where Black sports fans can be found and how they engage is evolving. And while Black sports fans are serious about supporting brand sponsors, brands need to be informed, intentional, and purposeful in how they activate in order to benefit.

Winning Black audiences by engaging individual passions and identities

Black audiences are bringing unique perspectives to the individualized passions that fuel today’s subcultures—such as food, travel, reality TV, gaming, and anime. These groups are highly engaged and embrace brands associated with the content and creators they follow.

Access advanced insights for 2026

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Tops of Sports – Media trends shaping sports marketing for 2026

honeyshah — Mon, 08 Dec 2025 14:00:00 +0000

Tops of sports

Media trends shaping sports marketing for 2026

Discover sports fan behavior trends from 2025 and insights fueling the industry to plan your sports sponsorship strategy with confidence.

Tops of sports

Media trends shaping sports marketing for 2026

Discover sports fan behavior trends from 2025 and insights fueling the industry to plan your sports sponsorship strategy with confidence.

Sports fans have all eyes on 2026. This year is shaping up as one of the biggest in global sports viewership and engagement, with Super Bowl LX and the Winter Olympics as the next highly anticipated moments in media. In fact, last year’s Super Bowl LIX drew over 127M viewers, but data from our Tops of Sports report reveals key demographic differences between broadcast and streaming viewers—do you know where your target audiences are?

Fans are also buzzing with excitement around the FIFA World Cup 2026™ where 37% of the general population in the U.S. expect their interest in the sport to increase. In today’s competitive sports sponsorship market, now is the pivotal opportunity for brands and advertisers to plan ahead based on what happens both before and after this year’s upcoming major sporting events.

Inside our Tops of Sports report, you’ll discover:

Viewership and fanbase growth

Sports fandoms are growing. Ahead of major events like the FIFA World Cup 2026™, soccer’s popularity is on the rise in the U.S., now boasting 62M fans as the fourth largest fanbase globally. And baseball, golf, basketball, and softball are also making gains in audience viewership and strengthening their fanbases.

Streaming impact

Streaming is changing the game for live sports through multiplatform viewing and creating new pathways for engagement by reaching wider audiences. Streaming sports documentaries are also keeping fans’ attention, reaching 16,937 million total viewing minutes in 2024, an 113% increase from 2021—and 2025 is on pace to finish with a similar total.

Sponsorship value

Sports sponsors have valuable exposure opportunities in leagues like the NBA and MLB, representing $515 million in media value for brands in 2025. MLB postseason excitement following Shohei Ohtani and the L.A. Dodgers unlocked new opportunities to reach fans from diverse backgrounds.

Start your 2026 strategy now.

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The post Tops of Sports – Media trends shaping sports marketing for 2026 appeared first on Nielsen.

Blind spots to bright spot: how Indian CMOs are winning with unified data

honeyshah — Mon, 17 Nov 2025 07:23:52 +0000

Blind spots to bright spot: how Indian CMOs are winning with unified data

Powered by Nielsen ONE ads

India’s advertising landscape is more fragmented—yet more critical—than ever before. Billions of impressions, millions in ad spend, but still one burning question: Who’s really watching, and what’s the impact?

Many advertisers are left in the dark by siloed data, outdated measurement, and a lack of transparency. Don’t settle for guesswork. Get the clarity you need to win in India’s fastest-evolving media market.

“Advertisers are spending millions of dollars, and they need that kind of transparent, third-party, validated data. The Indian Premier League brings billions of impressions and millions in ad spend. Advertisers want to know: who’s watching, where is it being watched from, and are those views real?”

— Hemant Kewalya, Executive Director of Audience Measurement, Nielsen India

In this new article, we unpack:

The confidence to clarity gap—and how top brands are bridging it

The IPL test case: smart strategies for measuring billions of impressions, connecting real people with real data

Why a unified view is non-negotiable for smarter ROI and real business outcomes

How transparency is becoming the new currency in the Indian marketing landscape

“Absolutely, transparency is key to helping advertisers make informed decisions. We have seen a clear shift in how advertisers engage with us since the introduction of trusted, third-party digital ad measurement tool. During IPL 2025, advertisers across categories like CPG, Telco, Automotive, and Online Services were able to plan their campaigns with better efficiency and measure them with far greater confidence.”

— Anup Govindan, Chief Revenue Officer – Sports, JioStar

Power confident decisions with unified ad measurement

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The post Blind spots to bright spot: how Indian CMOs are winning with unified data appeared first on Nielsen.

Getting ahead during retail’s peak advertising season

honeyshah — Mon, 20 Oct 2025 00:00:00 +0000

Getting ahead during retail’s peak advertising season

Leveraging competitive market trends and insights for a winning year-end strategy

Getting ahead during retail’s peak advertising season

Leveraging competitive market trends and insights for a winning year-end strategy

As consumers ready their carts for the year’s biggest sales events, brands and agencies across Southeast Asia gear up for their final, crucial push of the year.

Navigate the hyper-competitive peak season with insights into ad spend trends, the retail industry’s top advertisers and competing creative strategies.

Inside this report, you’ll discover:

Crucial industry trends: Understand how retail and manufacturing advertisers in Southeast Asia are spending year on year.

Industry insights into spend activity: See who the top players within the industry are.

Competing creative strategies: Get a preview of in-market messaging and creative trends, alongside the promotions and price points of top competitors.

Don’t miss out on the insights that can transform your year-end strategy!

Download now

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Marketing ROI Blueprint 2025

honeyshah — Thu, 09 Oct 2025 14:00:00 +0000

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

Download now

Marketers are facing more pressure than ever. Budgets are tighter, and the media landscape is more fragmented, making it essential to demonstrate the impact of every campaign. At the same time, expectations around accountability and performance continue to rise—putting marketing ROI at the center of strategic conversations.

Our 2025 ROI report is a practical blueprint to navigate these challenges, equipping marketers with the tools to turn fragmented data into clear insights. From transforming uncertainty into a data-driven evaluating creative performance, to planning future investments, this guide will help you maximize the full value of your marketing ROI.

Inside, you’ll discover:

The ROI Challenge

An analysis of market pressures and siloed approaches that marketers are navigating today.

A unified approach to maximizing ROI

A step-by-step blueprint for holistic measurement that transforms accountability into a competitive edge.

Real-world case studies

How leading brands leveraged our solutions to prove campaign effectiveness and drive tangible results.

Transform how you measure, optimize and prove marketing ROI.

Download now

The post Marketing ROI Blueprint 2025 appeared first on Nielsen.

How Hispanic consumers are influencing the media landscape

Tue, 09 Sep 2025 14:00:00 +0000

2025 Diverse Intelligence Series

How Hispanic consumers are influencing the media landscape

Hispanic audiences are taking control of the way they shape their own media experiences, driving trends and redefining how content is created and consumed. As this powerful consumer group adapts and evolves, there are opportunities for brands and advertisers to leverage.

2025 Diverse Intelligence Series

How Hispanic consumers are influencing the media landscape

Building community and driving trends

Hispanic consumers are actively reshaping the media landscape by driving new trends and defining how content is made and consumed. This evolution presents a key opportunity for brands and advertisers to engage with this powerful and adaptable audience.

1/5

With 68.1 million Hispanic people living in the U.S., this consumer segment makes up one fifth of the population.

(U.S. Census, 2024)

Hispanic audiences are young, with a median age of 31, and they’re leading key trends across media and sports.

(U.S. Census, 2024)

53%

More than half of Hispanic consumers expect brands to support causes they care about.

(Nielsen Attitudes on Representation Survey, 2025)

Creating personalized experiences

In this year’s report, we examined three ways Hispanic audiences are widely influencing media consumption trends shaped by their cultures and
communities:

Media curators

Hispanic audiences are selective about where and how they’re spending their
time with media.

Algorithm influencers

Hispanic consumers are leaning into apps and platforms to create unique digital
experiences.

Soccer champions

Hispanic soccer fans in the U.S. are leading the hype ahead of the inaugural FIFA Women’s Champions Cup™ and the Men’s FIFA World Cup™ in 2026.

Navigating pathways to connect

Findings from this diverse intelligence report go beyond understanding traditional consumption metrics. Discover how Hispanic audiences are reshaping the industry as trendsetters, curators and creators.

Navigating pathways to connect

The post How Hispanic consumers are influencing the media landscape appeared first on Nielsen.

Asia Pacific’s Ad Spend Snapshot: H1 2025

Tue, 02 Sep 2025 21:30:00 +0000

Asia Pacific’s Ad Spend Snapshot: H1 2025

Powered by Nielsen Ad Intel

Asia Pacific’s Ad Spend Snapshot: H1 2025

Powered by Nielsen Ad Intel

Advertising across Asia Pacific is evolving faster than ever. As media investments shift and creative strategies become bolder, staying ahead of the curve is crucial for success.

The Asia Pacific’s Ad Spend Snapshot: H1 2025 is your essential guide to navigating this dynamic landscape. Powered by trusted data from Nielsen Ad Intel, our market reports give actionable insights and the direction you need to:

• Pinpoint emerging trends in media and creative.

• Optimise your strategy to cut out waste and maximise your return on investment (ROI).

• Uncover new growth opportunities in your market or across the region.

• Exclusive early access: Sign up today to be among the first to unlock upcoming insights across Retail Media, Paid Search, and CTV – building on Nielsen Ad Intel’s robust coverage across TV, digital, social, audio, out-of-home, and cinema – before the official launch.

Whether you are a marketer, agency professional, or business leader, our reports will empower you to make smarter, data-driven decisions and outsmart your rivals.

Don’t get left behind. Get the insights that matter.

The post Asia Pacific’s Ad Spend Snapshot: H1 2025 appeared first on Nielsen.

3 Key Insights to Optimise Your Media Planning

honeyshah — Tue, 05 Aug 2025 23:00:00 +0000

3 key insights to optimise your media planning

Unlock ROI in South Korea’s evolving advertising landscape

Note: This report is available in Korean only.

3 Key Insights to Optimise Your Media Planning

Unlock ROI in South Korea’s Evolving Advertising Landscape

In today’s rapidly evolving advertising landscape, precise planning is no longer a luxury – it’s a necessity for maximising your ROI. Our exclusive guide provides the critical intelligence you need to navigate these changes and thrive.

Inside this concise guide, you’ll discover:

Media consumption: See the prevalence of TV and digital among audiences in South Korea.

Crucial industry trends: Understand the shifts in ad spend that impact your sector.

Competitive intelligence: Get insights into how top players are moving their ad dollars.

Don’t miss out on the data that can transform your advertising strategy!

Note: This report is available in Korean only.

The post 3 Key Insights to Optimise Your Media Planning appeared first on Nielsen.

Unlocking Advertising Success in Southeast Asia

Thu, 24 Jul 2025 00:00:00 +0000

Unlocking Advertising Success in Southeast Asia

3 Key Insights for Media Planning

Unlocking Advertising Success in Southeast Asia

3 Key Insights for Media Mix Planning

Inside this essential guide, you’ll discover:

Crucial industry trends: Understand the shifts in ad spend that impact your sector.

Competitive intelligence: Get insights into how top players are moving their ad dollars.

Audience connection secrets: Learn to understand media and advertising preferences to refine your targeting.

Strategies for a 360∘ view: Develop a holistic marketing approach that delivers maximum impact.

Don’t miss out on the data that can transform your advertising strategy!

The post Unlocking Advertising Success in Southeast Asia appeared first on Nielsen.