当今的媒体环境错综复杂。美国人继续在媒体上花费大量时间，2024 年第一季度，每周在所有设备上花费 70 小时（或每天 10 小时）。但是，随着受众将时间分散到线性电视、CTV、广播、智能手机、平板电脑和电脑上，广告商和媒体公司在再次进入 2025 年计划季时，该如何驾驭这种复杂性？
答案很简单--现在和将来都要追随受众。但要真正做到这一点却有其挑战性。由于受众遍布各种设备和平台，品牌不应该只关注一个渠道，而且每个渠道都有自己的成功指标。
To give the industry a holistic look at what audiences are watching through the television screen, Nielsen developed 测量仪, a monthly snapshot of total broadcast, cable and streaming consumption. While this look at total U.S. viewing is helpful, brands need to understand how their unique audience spends their time.
Measurement of real people amplified by large datasets is critical to check assumptions and lead with the facts. Nielsen’s recently accredited Big Data + Panel measurement enables cross-platform advanced audience segmentation at scale.
这对广告商来说是个好消息，他们可以发现更深入的受众洞察，并开始规划真正的跨媒体营销活动，与客户和潜在客户建立联系。
以人为本的媒体规划
多年来，搜索、社交或零售媒体等数字渠道为广告主提供了先进的数据驱动功能（如定位和高级细分、第一方数据入驻、直接激活或可竞价的私人市场），使他们的媒体预算发挥了最大作用。如今，电视也具备了同样的功能，这将改变游戏规则。
品牌可以以人为本，利用其客户数据（自己的第一方数据或可信的第二方或第三方数据）来建立电视受众群，这些受众群不是简单地与品牌业务相关，而是与其业务高度相关。
让我们用一个案例来说明这种区别有多么重要。
检查你的假设
假设某纸尿裤品牌希望确定在 2025 年将多少预算分配给流媒体。
过去，该品类的品牌可能会将年龄和性别作为做出规划决策的主要杠杆，重点关注 18-44 岁的女性。这可能导致他们在日间肥皂剧（因为女性是主要受众）、早间新闻节目（因为婴儿起得早）和黄金时段购买全国性电视广告，以扩大规模。
One step closer would be to build a plan to reach women 18-44 with at least one child under two years of age. As we saw in our On Target Report, these New Moms are heavy streamers, spending an even larger share of their TV time with these services than women 18-44. In fact, in September 2024, New Moms spent 71% of their total TV time with streaming and less on everything else, as figure 1 illustrates. The company could do well to allocate three-quarters of its TV budget to children’s programming across key streaming platforms, right?
As it turns out, when we onboarded existing buyers of a diaper brand with data provided by OpenAP and matched them to the 200MM+ profiles in the Nielsen identity graph to see how they split their TV time, we realized that this particular audience spent a significantly smaller share of their time streaming (38%) than women 18-44, with or without children under 2, and a lot more time with linear TV (25% with broadcast and 29% with cable). Dads buy diapers too, after all, as do friends and grandparents.
为企业提供合适的组合
这并非个案。在当今高度碎片化的媒体环境中，年龄和性别仍然是基础，但借助正确的工具和洞察力，媒体策划人员可以让客户数据说话，建立个性化、更有效的广告活动，不仅能引起共鸣，还能积极推动业务成果。
But what business outcome, exactly? If the diaper brand’s objective is to acquire new customers and grab market share from its main competitors, investing the bulk of its TV budget with carefully-selected streaming media partners would be a wise move. But if its objective is to encourage repeat buying from existing customers, a more balanced media mix between broadcast, cable and streaming would be the way to go.
Advanced audiences (like New Moms or the OpenAP Diaper Brand Buyers) can be incredibly helpful to minimize ad waste and improve campaign ROI, but the real breakthrough is that they allow advertisers to match their campaigns to the company’s business objectives.
数据协作的新时代
虽然广告商及其代理公司有责任收集相关的客户数据并组建对其业务有意义的目标细分市场，但如果他们不知道这些细分市场与媒体销售商所提供的受众有哪些重叠，就无法决定将媒体预算分配到哪里。
What does that mean for media companies in 2025 and beyond? The onus is on them to understand their broadcast, cable and streaming audiences at a much more granular level than when age and gender ruled the day; help potential clients evaluate whether those new audiences are a good match for their target customers; make audience activation as seamless as possible on their platforms; and standardize measurement to allow advertisers to monitor campaign performance across media.
At Nielsen, we anticipate that data collaboration will be key for media buyers and sellers this year. Check out our newly released 2025 planning guide for all the cross-media and audience insights you’ll need to get the most of this year’s negotiations.
