Survey on advertising representativeness and participation From Nelson

The following is the Survey on advertising representativeness and participation From Nelson recommended by recordtrend.com. And this article belongs to the classification: Nielsen, network marketing.

Consumers in all media are seeking the consistency and credibility of the brand, which is reflected not only in products or services, but also in the words and deeds of the brand.

Representation is important for every identity group, regardless of gender, color and age. Although the mass media may sometimes underestimate its ability to provide personalized information, it is still the key to long-term marketing strategy. Overall, the screen representation of many identity groups remains low. For example, women account for more than half of the U.S. population, but their proportion on the screen is much lower than that of men (38% vs. 62%). Some groups of women, especially those over the age of 50, are seriously underrepresented on the screen.

Representativeness is not only the focus on the screen, but also the focus in advertising. Last year, women over 50 spent nearly $800 million on 25 fast moving consumer goods (CPG) categories, compared with $608 million for women aged 18-34 and $680 million for women aged 35-49.

Nielsen found that 49.7% of adults aged 18-24 and 51.2% of adults aged 25-34 were more likely to participate in advertisements featuring their identity groups.

For example, Hispanics account for 18.8% of the U.S. population and contribute more to total population growth than any other group. However, they are only 5.5% representative on the screen, but 10.1% representative in SVOD content. This is only half of their proportion in the population. Among Hispanics aged 18-34, 40% of the 15 most popular advertisements on SVOD feature Hispanics; Only 13% of the 15 most popular advertisements among Hispanics aged 35 and over are represented by Hispanics.

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