Month: July 2021

Seasonality, sports and new streaming content drove shifts in viewing share across broadcast, cable and streaming on television screens in June, according to The Gauge. Launched last month, Nielsen’s monthly total TV and streaming snapshot shows that the conclusion of the traditional broadcast season may have provided an opportunity for sports on cable  (NHL, NBA, MLB) and streaming to each gain a percentage point of viewership.

The infusion of new content on streaming may have encouraged viewers to stay longer, putting Netflix in the top slot with 7% of total television and Disney+ grew one percentage point to 2%. 

Take me to the methodology details below.

“It’s really interesting to see the traditional drivers of sporting events and seasonality intermingle with the new dynamics of streaming strategy play out in real-time. The first version of The Gauge set a baseline, but trending it over time should give us even more important insights,” said Brian Fuhrer, SVP, Product Strategy at Nielsen.

Watch the video to hear Brian discuss how television consumption is changing as we enter the summer and what that might mean for streaming services and other content creators.

Brands and consumers continue to bounce back after a very difficult 2020, and interest in many pre-pandemic routines are on the rise. For many marketers, that means it’s time to re-engage with consumers in ways that aren’t in some way connected to the COVID-19 pandemic. And as they think about their campaigns and tactics, new Nielsen research highlights the risks associated with leaning too heavily into strategies focused on short-term sales.

Conversion-oriented marketing has gained momentum in recent years, especially amid last year’s pullback in global ad spend. But an over-reliance on short-term sales drivers among many brands results in an unbalanced marketing strategy. In marketing, balance is key. To learn more about the importance of marketing strategies that incorporate both short- and long-term initiatives, we recently spoke with Cara Kantrowitz, Vice President, Solutions Consulting. In our discussion, Cara speaks to the fact that true, long-term business growth won’t come from conversion-focused efforts alone.

For additional insights, download our recent Brand Resonance white paper.