Category: Contributors

The last 18+ months have been turbulent across all industries—particularly for CPG brands and retailers in the food and beverage spaces—and surging e-commerce demand irreversibly shifted the landscape. Many that leaned into marketing fared relatively well, but those who maintained the status quo or went dark have struggled to keep pace. Compounding the pandemic’s challenges, supply chain disruptions may be signaling an arduous holiday season is ahead.

With that, Nielsen has identified three areas of focus advertisers in the CPG and retail industry can leverage in 2022—budgeting and growth, measurement and targeting—to mitigate the impact of external circumstances and drive success for brands. Download our Navigate the Top Challenges Facing CPG and Retail Advertisers in 2022 report to learn how these areas of focus can bolster your brand’s success in 2022 and beyond.

As platforms diversify—and populations in our communities evolve—audiences are expecting the stories they see and hear across media to reflect their diverse voices and experiences. According to our latest Diverse Intelligence Series report, Nielsen data for the 2020-2021 TV season shows that among the top 1,500 programs in the U.S. (across broadcast, cable, and streaming), 78% have some presence of racial, ethnic, gender or sexual orientation diversity. 

But while diversity within content choices is increasing, audiences still feel the representation is not accurate. Meaning, just because a group is represented on screen, it doesn’t mean that group is being represented the way they want to be seen. With 42.2% of the U.S. population racially and ethnically diverse, and people increasingly exploring and defining their personal identities, the media has an opportunity to create more content to better portray all of us.