The evolution of television over the past few years has been exhilarating for viewers who now have infinite content at their fingertips and the freedom to watch it all on their own schedule. But it’s also made it incredibly difficult for advertisers to keep track of all the moving pieces and keep their TV advertising campaigns on target.
能做到吗？
数字时代的媒体规划
媒体规划需要四个关键要素：明确定义目标受众、透彻了解受众的媒体消费地点、适当的预算来覆盖受众，以及精确测量以支持媒体支出决策。但是，如今的受众已经支离破碎，除了年龄和性别之外，更深入的受众洞察对于制定明确的媒体计划至关重要。
Budgets are tight, and marketing teams under pressure from the CFO office want to make sure they don’t waste money on consumers with zero chance to purchase their products. Similar to what they’re already doing with digital channels, they want to optimize their TV buys to reach finely-tuned audiences (e.g., gamers, pet lovers, recent movers, new moms, outdoor enthusiasts, or prospective electric car buyers) with highly targeted messages.
Thankfully, we now have reliable data in the industry to understand how those specialized audiences—advanced audiences—are watching media.
让我们用一个简单的例子来说明主要优势。
新妈妈与其他年轻女性不同
许多消费品牌都希望接触到家中有幼儿（2 岁及以下）的母亲。她们并不是一个很大的群体--只占美国成年总人口的不到 4%--但她们有非常独特的消费习惯：当然是婴儿护理产品，如尿布和配方奶粉，但也包括婴儿服装、家具以及健康和保健产品。他们还可能会购买更大的汽车（以及与之配套的汽车座椅）、更好的保险或 529 储蓄计划，为新生儿打好基础。
传统上，品牌接触新妈妈的方式是锁定 18 至 44 岁的年轻女性。如图 1 所示，这种计算方法并不差。与 65% 的 "新闻妈妈 "一样，如今的年轻女性将大部分电视时间花在了流媒体内容上。
But that’s where the similarities end. The chart below shows that New Moms spend much more of their TV time watching kids shows and feature films—many of them kids movies, no doubt. In fact, New Moms split their TV hours pretty evenly between movies, dramas and kids shows, with very little time left for any other type of programming.
For advertisers, understanding how New Moms are co-viewing content with their young kids can provide key insights to help guide decisions around TV advertising campaigns. At Nielsen, we’ve been studying co-viewing for a long time. With our people-based measurement, we’ve always had a reliable source of truth to size up co-viewing. And while over the top (OTT) platforms historically saw lower co-viewing, today 47% of linear and connected TV (CTV) is consumed by more than one person at a time.
虽然有限的 CTV 广告库存仍是一个障碍，但还有其他方法可以在流媒体平台上与新妈妈建立联系：例如品牌赞助或与名人合作。虽然目前许多平台对新妈妈的吸引力似乎较小，但有些平台正在投资儿童节目以填补空白，可能已经在节目层面提供了有趣的广告机会。
释放高级受众对您业务的价值
We’re sharing many more insights about New Moms and other select advanced audiences in our new 2025 年目标报告. We invite you to check it out to learn more about how these attractive audiences watch TV, how their viewing changes across genres and media sources and how some of the top brands on the market are allocating their media budgets to reach them.
想想你的目标消费者。他们观看媒体的方式是否与其他人不同？您是否在竭尽全力接触他们？请联系我们或与您的尼尔森代表取得联系，为您的业务发掘高级受众的价值，将您的跨渠道广告活动推向新的高度。
