The Nielsen Total Audience Report: Advertising Across Today’s Media

In this edition of the 尼尔森观众总数报告: Advertising Across Today’s Media, we cast a new eye on advertising. We asked consumers: Where are you spending your time and how are you spending your money? We found that consumers are feeling more optimistic about finding their way toward normalcy. In fact, 55% of people 18 and older said they are very optimistic or optimistic that they could get back to their normal routine in 2021.

With consumer confidence on the rise and people still spending more time at home, marketers have an opportunity to reach consumers who are eager to spend. TV consumption remains healthy and ads on TV are still more trusted than other platforms. Plus, with the streaming revolution underway, there are new digital channels for reaching consumers at scale and in many cases, a new audience. 

下载报告，进一步了解以下关键主题：

• Consumers Have Hope for Getting Back to “Normal”: Once COVID restrictions are lifted, Americans are looking forward to taking a vacation (73%), dining out at restaurants (73%), going to in-person religious services (75%), and visiting a hair salon (74%).
• Trust and Sales Conversions Across Platforms: 电视和广播仍然是广告信任度最高的媒体。事实上，在 35-49 岁的人群中，有 60% 的人认为广播广告非常可信或比较可信，电视广告在这一人群中的比例也不遑多让，达到 59%。
• Streaming and Branded Integrations are Growing: In the first four weeks of being available on Netflix, seasons 1/2 of Cobra Kai integrated Enterprise, the car rental company, into their storyline delivering more than 8 million impressions to viewers 21+, a key age demo for car renters.