Multi-Cultural Content In The Era Of Uncertainty

Multi-Cultural Content In The Era Of Uncertainty

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Description: Across the media eco-system, strategies are being re-written to adapt to new realities: Expanding multicultural buying power, Millennials! Big shifts in HOW media is consumed, Audience fragmentation redefining success / scale, Shifting Definitions, Advertisers seeking to connect with more precise audiences. Multicultural Consumers Are Driving Market Growth. Multicultural purchasing power growing more than 2x faster.

In The Era Of Uncertainty, Scale Is Being Redefined...Viewing Households of Top TV Finales vs. Total Black Viewing Households.

 
Author: Chris Fosdic (Senior) | Visits: 576 | Page Views: 649
Domain:  High Tech Category: Business 
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Contents:
A BRAVE NEW WORLD
MULTI-CULTURAL CONTENT IN THE ERA OF UNCERTAINTY

Chris Fosdick
Principal, The Cambridge Group, a Nielsen Company

Copyright ©2015 The Nielsen Company. Confidential and proprietary.

A BRAVE NEW WORLD…
Expanding multicultural
buying power
Millennials!
Big shifts in HOW media
is consumed

Audience fragmentation
redefining success / scale
Shifting Definitions

Across the media
eco-system,
strategies are
being re-written
to adapt to new
realities

Advertisers seeking to connect
with more precise audiences

2

Copyright ©2015 The Nielsen Company. Confidential and proprietary.

MULTICULTURAL CONSUMERS ARE DRIVING MARKET
GROWTH
2000-2014

Purchasing Power by Ethnic Group
HISPANIC
BLACK
ASIAN
NH WHITE

$1.7T
$1.4T
$1.3T
$1.0T
$963B

+155%

+71%

+145%

+160%

$1.1T
$1.0T
$770B

$616B

$601B
$491B
$316B
$210B
$115B

1990

$275B

1995

Hispanic

Source:

2000

2005

Black

2010

2015

2020

Multicultural
purchasing power
growing more than
2x faster

Asian

Selig Center of Economic Growth, 2012 and U.S. Census Bureau

3

Copyright ©2015 The Nielsen Company. Confidential and proprietary.

EVERYONE WANTS TO WIN MILLENNIALS

Source: NPOWER TV Audience Measurements, February 2015

4

Copyright ©2015 The Nielsen Company. Confidential and proprietary.

MULTI-CULTURAL GROUPS ARE LEADING NEW
PLATFORM ADOPTION
Platform Usage - Index to Total
= 130+ index
= 115-130 index
= 95 to 115 index

Hispanic
Smartphone

Black

Asian

++

++

++

TV
Computer
Viewing
Platforms* Streaming (All Svcs)

+

+

++

++

+

++

Twitter

++

++

++

Facebook

++

+

Social
Media

Note*: Self reported survey data
Source: TCG Media Study; Nielsen The Multicultural Edge: Super Consumers Rising March 2015 Report

5

Copyright ©2015 The Nielsen Company. Confidential and proprietary.

WE ARE IN AN ERA OF UNCERTAINTY…
Era of
Macro Audiences
(1980s)

Network
Proliferation
(1990s)

Platform
Proliferation
(2000s)

Era of
Uncertainty
(2015)

Top TV Show
(# Households)

M*A*S*H Finale
50M

Cheers Finale
42M

Friends Finale
32M

Empire S1 Finale*
16M

Scripted Cable
Shows:

N/A

26 (1999)

87 (2009)

199 (2014)

Avg # of Networks

N/A

60

135

200

New Platforms

Cable, Satellite

DVD, Broadband

VOD, DVR, OTT,
Netflix, Mobile,
Smart TV…

???

Note*:
Source:

Series finales typically yield much larger audiences than season finales; Empire numbers reflect Live+7 ratings
Nielsen National TV Ratings; Vox; The Daily Beast; Variety; TCG Analysis

6

Copyright ©2015 The Nielsen Company. Confidential and proprietary.

IN THE ERA OF UNCERTAINTY, SCALE IS BEING
REDEFINED…
Viewing Households of Top TV Finales vs.
Total Black Viewing Households
Viewing Households for Show Finale
Total Black Viewing Households in U.S.
67% of Black Viewing Households

50M
42M
32M

10M

11M

13M

16M

15M
10M

M*A*S*H
(1983)

Friends
(2004)

Series Finale

Note*:
Note:
Source:

Cheers
(1993)
Series Finale

Series Finale

Series finales typically yield much larger audiences than season finales; Empire numbers reflect Live+7 ratings
Black TV viewing households estimated for 1983-2004 using census proportions
Nielsen National TV Ratings; US Census; TCG Analysis

*Season 1 Finale

7

Copyright ©2015 The Nielsen Company. Confidential and proprietary.

SO … WHAT DOES THIS ALL MEAN?
What are the implications for …

CONTENT CREATORS
DISTRIBUTORS
AGENCIES
ADVERTISERS
AUDIENCES
… and what comes next?

8