Last week, Nielsen executives took center-stage during Advertising Week—the annual conference where celebrities, innovators, marketers and media executives come together to discuss the future of advertising. Our leaders shared their perspectives throughout various sessions on the power of data and information, the future of TV, the importance of taking a stand for what’s right and Nielsen’s role in serving as the source of truth for the media industry.
在大数据和信息过载的当今世界，企业需要确保获得最完整、最可靠的信息。如果数据不完整、不可靠，会发生什么？在企业创新、打造新一代产品和开辟新市场时，它可能会导致代价高昂的错误。现在比以往任何时候都更需要对消费者细分市场有一个具有包容性和代表性的认识。
“We can’t win in our mission of being one media truth, unless that truth represents everyone, everywhere,” said David Kenny, CEO and Chief Diversity Officer at Nielsen during his opening remarks for Nielsen’s session at Advertising Week, Beyond the Lens: The Bottom Line Impact of Media Representation. “We have to have a truly representative workforce, products that measure all consumers and we must have a stand in the marketplace that represents everyone.”
媒体公司在努力实现真正代表性的过程中，必须将各行各业的人纳入其中。除了种族和民族多样性，媒体的代表性还必须包括屏幕内外的同性夫妇、妇女、儿童、老人和残疾人，以及尼尔森的测量结果。
In the beginning of the week, Megan Clarken, Chief Commercial Officer, Nielsen Global Media, kicked off the discussion on the importance of diversity and inclusion in media, especially when it comes to women, at an event hosted by the Geena Davis Institute on Gender in Media. The institute, which advocates for gender parity in the media industry, presented television insights from its GD-IQ machine learning tool for the first time and held a panel discussion that featured prominent children’s TV industry executives. Before the panelists shared their stories on how to best address representation and why it’s a crucial component to success, Clarken shared her perspective on why more women need to be on screen.
"克拉克恩说："动态影像的力量是强大的，它带来了娱乐、教育节目、信息的巨大优势，如果处理得当，还能增强人们的能力。"但后者依赖于代表性方面的平等。这有赖于为年轻或年长的女演员提供强有力的角色"。
The following day at Advertising Week, Clarken moderated a star-studded panel on the impact that media representation has on consumers, brands and businesses. The panel of leading and influential women included Madeline Di Nonno, CEO, Geena Davis Institute on Gender in Media, Sarah Kate Ellis, CEO & President, GLAAD, Christina Norman, Media Advisor, and Alyssa Naeher, Goalkeeper, U.S. Women’s National Soccer Team & the Chicago Red Stars of the National Women’s Soccer League.
座谈会首先围绕儿童内容中女性角色的荧幕表现展开讨论。根据吉娜-戴维斯研究所（Geena Davis Institute）的数据，女性角色出现在屏幕上的时间占 55.3%，说话的时间占 50%。这是一个重要的里程碑，不能掉以轻心。
“This is historic…For the first time in history, we have actually achieved parity when it comes to female characters in children’s television,” said Di Nonno.
The discussion then shifted to focus on the progress made over the years to not only portray LGBTQ families on screen, but also to ensure they are counted and represented in national TV ratings. Last year, Nielsen announced that it had worked with GLAAD to ensure same gender spouses/partners and homes were included as part of the ratings that Nielsen reports. Including same gender spouses and homes gives marketers and media companies a better view into the media habits of LGBTQ consumers and their preferences.
As an example, Kenny pointed to the Rachel Maddow Show on MSNBC during the panel introduction. While the show typically ranks within the top 10 cable network programs among all U.S. households each week, it regularly ranks No. 1 as a prime cable program among same gender households. “That’s really important because the pink dollar is really powerful and oftentimes is 2x or 3x its counterpart when it comes to spending power,” said Ellis. “When you are looking to buy spending power [media inventory], you may look at Rachel differently and put more money against an LGBTQ show than another show.”
吉娜-戴维斯研究所（Geena Davis Institute）和 GLAAD 等组织正在利用数据的力量帮助推动问责制和银幕上的代表性。他们利用指标和洞察力，指出观众构成、收视趋势和参与度是提高女性和 LGBTQ 在内容中的代表性的驱动力。然而，要确保屏幕外和媒体公司高管层的代表性，还有很多工作要做。
“When you [a network] introduce new programs that celebrate the audience, they can see themselves in it, and it’s reflective in ratings and in the audience that the network attracts now,” said Norman. “It really is about working on both sides—yes, bringing in creators, yes, bringing in the right kind of new content, making sure the stories are reflective of the world that we live in. But it’s also really about making sure that the executives making those decisions have that lived reality as well.”
Representation, inclusion and pay parity are not just challenges faced by the media industry or in business; they’re also a sad and harsh reality that female athletes encounter each and every day. The issue of pay inequality between men and women was a hot topic earlier this year, and it reached a boiling point when the U.S. Women’s National Soccer team won it’s fourth FIFA World Cup in 28 years and shined a light to the huge pay disparity compared to the U.S. Men’s National Soccer team. The issue has now transcended the locker rooms, and brands and businesses have become increasingly vocal regarding the need to achieve equal pay across all segments of society.
"如果追溯到女性参与体育运动的起点，多年来我们已经取得了很多进步。我认为还有很大的差距需要继续缩小。这些都是需要进行的讨论，而让人们意识到这一点是这一过程的第一步。我认为，人们已经意识到了这一点，并且正在讨论这个问题。第二步是如何解决这个问题，在所有体育运动中可以采取哪些措施。"火炬已经传递。现在，作为团队、球员和个人，我们有责任继续进行对话。
同样，作为媒体行业真相的标准承担者，我们的职责是揭示艰难的对话，帮助形成叙事，并提供数据以衡量和代表所有消费者群体。尼尔森不会对这一责任掉以轻心，我们将继续与客户、行业合作伙伴、民间组织和政府合作，确保媒体的信任和透明度成为指引行业前进的灯塔。
"肯尼说："我们的立场是为你们创造一个了解媒体的真相，而这个真相需要成为每个人的真相。
