最后更新2020 年 12 月 23 日
新型冠状病毒（COVID-19）的流行，再加上最近全球范围内限制措施的增加，既催生了新的消费行为，也延长了主要是数字化的假日季节。随着限制措施的增加，零售商们正在以创新的方式应对，努力挽回今年早些时候的损失，并从预期的假日消费淡季中获得最大收益。本页重点介绍尼尔森在假日广告和收视方面的一些重要见解和预测。
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广告商假日手册
From charitable donors to post-holiday bargain shoppers, the holiday season isn’t over yet! There’s still time to reach those special shopping personalities by connecting what they want to where they are.
驾驭混乱的假期
客户情报的季节
In a roller coaster of a year, there’s never been a bigger need for customer intelligence than this holiday season. That’s the key to navigating consumer trends amid the COVID-19 pandemic and the rising influence of digital shopping.
随着美国消费者支出的增加，越来越多的美国人准备打开钱包
A consumer lifestyle survey conducted in October by Nielsen Audio found that 53% of Americans believe life is starting to normalize, they are more likely to resume typical activities and are starting to shop more as restrictions permit.
随着广告支出的增长，品牌需要在认知和激活战略之间取得平衡
营销人员需要从顶端开始拓宽营销漏斗，而不是暂停广告或只关注短期销售，以维持长期健康的底线。
节日传统
铃儿响叮当
What’s on repeat every holiday season? That’s right, Christmas music. In fact, the “all-Christmas” radio format has been on the rise over the past few years. Stay tuned to see how a pandemic holiday affects listening habits.
节日广告
Everybody is familiar with the deluge of advertisements that hits during the holidays. Over the past few years, retail advertising spend has hovered around $2.4 B dropping modestly in 2017 and 2018 before picking up again to $2.5 B in 2019. While online retail advertising spending is still small comparatively, it grew 25% between 2018 and 2019 during the fourth quarter. But this year is undoubtedly different, with more spend shifting online and many retailers looking to make up dips in sales in earlier months. Will 2020’s holiday ad spending break retail’s flat spend? How much will digital grow? Stay tuned for the answers in 2021.
what’s hot this holiday season
送给游戏玩家的最佳礼物
What’s on the wish list for gamers this year? The season’s most anticipated games include Marvel’s Avengers, FIFA 21, Watch Dogs: Legion and more brought to you by Nielsen Game Rank™. According to recent Black Friday and Cyber Monday data from SuperData, a Nielsen Company live-service games are also growing in popularity and global in-game content spending and digital games are expected to remain popular. In fact, from January to October 2020, U.S. digital game spending was up 32% year-over-year compared to 13% worldwide.
获取最值得期待游戏的完整列表，了解假日季的黑马游戏以及特定平台的游戏发布。
