When it comes to the involvement of historically under-represented groups in entertainment and media, we are seeing forward progress. According to Nielsen’s Being Seen on Screen: Diverse Representation and Inclusion on TV report, 92% of the top 300 most-viewed programs in the U.S. in 2019 (including broadcast, cable and streaming) have some presence of diversity in the recurring cast. However, a deeper dive into these findings reveals that there is more work to be done to support representation on and off the screen.
For example, even though Hispanics make up 18.8% of the U.S. population, they only account for 5.5% of share of screen across all TV. Visibility of this group is double on streaming video on demand (SVOD) platforms at 10.1%, but that is still only about halfway to reaching parity. Consequently, for Latino audiences across the country, the TV landscape doesn’t reflect their unique experiences or culture.
The demand for more diverse content is increasing. Yet obstacles remain for creators as they try to get their stories out into the world. For brands, there are opportunities to lean in and support this content.
During Nielsen’s Cannes LIONS Live 2021 virtual experience, Stacie de Armas, SVP, Diverse Consumer Insights & Initiatives, Nielsen spoke with Jamie Davila, President and Co-founder Campanario Entertainment and Executive Producer of “Selena: The Series” and Ben Lopez, Executive Director at NALIP (The National Association of Latino Independent Producers) on the topic of Latinx and Afro-Latinx representation on screen and how these insights can help advertisers reach and speak to these consumer segments.
During the session, panelists discussed the barriers faced when creating content with accurate representation and how brands can help including:
- Quelle est l'importance pour les marques d'être présentes dans ce contenu et de contribuer à combler le déficit de représentation ?
- Why is on-screen representation data, such as that from Analyse de l'inclusion dans Gracenote, essential for brands and advertisers?
- Le contenu inclusif a-t-il le potentiel de changer le monde et la société ?
Regardez l'enregistrement à la demande de cette session pour en savoir plus sur les possibilités d'améliorer la représentation des Latinos et d'autres groupes sous-représentés dans les médias.
Ne manquez pas de consulter les enregistrements à la demande des autres sessions de l'expérience virtuelle Cannes LIONS Live 2021 de Nielsen :
