1、Reaching Asian American audiencesDiverse Intelligence Series|April 2024Understanding Asian influence and media consumptionReaching Asian American audiencesIn collaboration withCopyright 2024 The Nielsen Company(US),LLC.2Table of contentsWelcomeSection 1AANHPI community:Growing in influence and power

2、Section 2 Media:Where community and culture meetSection 3Representation resonates for long-term ROIConclusionAbout Nielsen3512203031Copyright 2024 The Nielsen Company(US),LLC.3IntroductionWhat an incredible year for Asian American,Native Hawaiian and Pacific Islander(AANHPI)stories.TV historically h

3、asnt been a place where the AANHPI community could trust to feel seen,but this past year,the tide is turning,with a variety of stories that go beyond anti-Asian hate or the lingering memories of Crazy Rich Asians.In 2023,we saw American-Born Chinese,Warrior(based on Bruce Lees script before his deat

4、h),K-dramas like Revenant and Daily Dose of Sunshine,and the award-winning show Beef.The series swept this years Emmy Awards and Golden Globes,and it was a big hit with viewers,too:U.S.audiences spent about 5.8 billion minutes watching the show in 2023.Beyond featuring Asian inclusivity,these storie

5、s have another thing in common:They were all featured on streaming platforms.In fact,AANHPI talent appear in 10.9%of content on streaming platforms,greater than broadcast and cable1.Perhaps its unsurprising then that Nielsen research shows the AANHPI community is spending more and more time with str

6、eaming channels.As the media landscape continues to evolve,so will Asian media viewershipespecially when you consider the diversity of the diaspora community,63%of whom speak other languages besides English.At a time of splintering media attention,divided voices and an ever-growing number of platfor

7、ms to choose from,winning over the AANHPI community requires a deeper understanding of the communitys diverse experiences and perspectives.Its clear that mainstream platforms alone arent satisfying the media appetite of diverse communities so we are curating our own spaces,in our own languages.Asian

8、 audiences cannot be gained through a“general market”approachthere are distinct patterns of engagement,trust and affinity.Taken together,these trends and insights present a distinct opportunity for brands and advertisers to create meaningful engagement and long-term resonance with AANHPI audiences.I

9、ts an opportunity to earn brand trust that can only be built from a true understanding of our community.Thank you to Gold House for our continuing collaboration to amplify AANHPI voices,media and content.We provide the research and data-driven insights that help media and brands make informed decisi

10、ons to deepen engagement with the AANHPI community.WelcomePatricia RatulangiNielsen Vice President,Global CommunicationsDiversity,Equity&InclusionFor the purpose of this report,Asian American is defined to include all who identify on the U.S.Census as Asian,Native Hawaiian or Pacific Islander,whethe

11、r alone or in combination with some other race.1 Gracenote Inclusion Analytics,2023Copyright 2024 The Nielsen Company(US),LLC.4IntroductionThe AANHPI community is a small but quickly growing segment of the U.S.population.With outsized buying power/household incomes,Asian Americans are a valuable gro

12、up for marketers to engage.But how to reach the AANHPI community is complex.Compared to the general population,Asian Americans spend less time with traditional media channels.Streaming,however,stands out as an area of opportunity.Asian Americans are voracious streaming consumers.This isnt a new tren

13、dwe reported on it in 2023,but its one streaming providers are continuing to invest in.And with the rise of ad-supported streaming comes opportunities for marketers to reach Asian Americans where they areprovided its done with authentic representation that resonates.This report identifies three key

14、recommendations to help marketers engage Asian American audiences.Asian Americans are the fastest-growing population in the U.S.,with$1.3 trillion in buying power.In section 1,we explore where and why AANHPI audiences are spending.1Understand the influence and power of the AANHPI audienceStreaming d

15、ominates Asian Americans TV time,with 45.4%of their total time spent with the platform.In section 2,we dive into Asian American media consumption habits to help marketers reach across channels.60%of AANHPI wish they saw more representation of their identity group on TV.In section 3,we uncover how re

16、presentation is critical for marketers looking to create long-term brand impact.23Lean into streaming as part of your cross-media investmentResonate through trust and representation Copyright 2024 The Nielsen Company(US),LLC.5AANHPI community:Growing in influence and power1AANHPI community:Growing i

17、n influence and powerThe AANHPI community consists of a diverse diaspora of about 24 million people with roots in more than 20 countries,each with unique cultures,languages and experiences.Brands,media platforms and community organizations looking to reach this diverse and growing population need to

18、 better understand who they are,what they care about and how theyre spending.1SectionCopyright 2024 The Nielsen Company(US),LLC.6AANHPI community:Growing in influence and power1Getting ahead of a growing consumer groupSource:American Community Survey,2022AANHPI median household incomesFigure 1.1Asia

19、n Americans are the fastest growing population in the U.S.According to the U.S.Census,the number of U.S.Asians is projected to rise to 35.8 million by 2060,more than 3x the population in 2000.The community is also young,with a median age of 35.7 years.While young,Asian Americans have tremendous spen

20、ding capabilities,with$1.3 trillion in buying power and a median household income of$104,646,well above average income for the U.S.However,viewing any group as a monolith is a mistake.With the diversity in this community,median household income is just as varied.Of any minority community,Asian Ameri

21、cans have the largest wealth gap(23.3%)between the highest and lowest income ranges.0$30,000$60,000$90,000$120,000$150,000$147,728Indian$104,695Filipino$86,025Vietnamese$91,860Korean$101,534ChineseCopyright 2024 The Nielsen Company(US),LLC.7AANHPI community:Growing in influence and power1AANHPI comm

22、unity:Growing influence and powerFastest growingpopulation in the U.S.Tremendousbuying powerYoungNumber of U.S.AANHPIin 2060 will be more than3x the 2000 population Median income well above U.S.Median Age(U.S.Census Projections 2023)(American Community Survey,2022)(Selig Center for Economic Growth 2

23、022)(American Community Survey,2022)(U.S.Census Bureau,Current Population Survey,1968 to 2023 Annual Social and Economic Supplements(CPS ASEC)3X$1.3T$104,64635.7yrs oldWidest income gapbetween the highest andlowest income ranges23.3%Copyright 2024 The Nielsen Company(US),LLC.8AANHPI community:Growin

24、g in influence and power1Read as:AANHPI people are 30%more likely to buy sports equipment in the past 3-12 months than the total populationSource:Nielsen Scarborough USA+R2 2023,Nielsen Ad Intel 2023Top categories for recent purchasesFigure 1.2According to Nielsens 2024 Annual Marketing Report,marke

25、ters are optimistic about ad spending despite the unsettled nature of the global economy.In fact,72%expect bigger ad budgets compared with 2023,when only 64%expected a budget increase.Marketers looking to engage Asian audiences need to better understand current spending trends.AANHPI consumers are 3

26、0%more likely than the general population to buy sports equipment and 27%more likely to make a purchase at any game/toy store.These trends likely reflect the young age of this demographic,with a median age of 35.7 years.Yet based on Nielsens 2023 Ad Intel data,sports is one of the categories where m

27、arketers may be under-investing advertising dollars.Meeting AANHPI consumers where they are spending Recently purchasedSports equipmentAny game/toy store(including video games)Any clothing storeFine jewelrySkin care itemsAny office supply/service storeAny bookstoreCosmetics/perfumesAANHPI population

28、%20.3%11.6%40.0%12.0%54.1%20.7%15.3%40.0%7.4%AANHPI index130127125113111110110102106Ad spend 2023$178,679$514,479$694,024$359,199$3,165,682$28,242$17,257$672,954$312,193Any music/video storeCopyright 2024 The Nielsen Company(US),LLC.9AANHPI community:Growing in influence and power1Percentage somewha

29、t/strongly agree with the statement:I am most open to trying new brands different from my parents/family members in these categories.Source:Nielsen Attitudes on Representation Study,20232 Nielsen Scarborough USA+R1 2023AANHPI consumers are interested in trying new brands in key categoriesFigure 1.3H

30、ousehold cleanere.g.disinfectant,furniture polishBeauty and skin caree.g.makeup,sunblock,beard careBanking,Insurance andFinancial Services59.1%65.3%54.9%65.2%68.8%56.5%AANHPITotalAANHPITotalAANHPITotalWhile product use can be tied to strong cultural traditions or word of mouth in many Asian househol

31、ds,consumers are still open to new productseven if they differ from what previous generations have relied on.Alongside the everyday staples,many Asian households are planning for big-ticket purchases as well.In the next year,AANHPI consumers are 69%more likely to buy a new smartphone than the total

32、population,74%more likely to buy fitness equipment and 103%more likely to buy a new car2.AANHPI consumers are open to new productsCopyright 2024 The Nielsen Company(US),LLC.10AANHPI community:Growing in influence and power1ThailandPlatformTVRadioPrintOOHDigitalTotalAd spend(in USD 000,000)1,69810474

33、4908113,177Top categories spend1 Personal care&cosmetics2 Retail shop/food outlets3 Food4 Beverage5 Media&marketingPlatformTVRadioPrintOOHDigitalTotalAd spend(in USD 000,000)79292204n/a3181,406MalaysiaTop categories spend1 Government,Social&Political Org.2 Retail3 Toiletries4 Beverage-Non Alcoholic5

34、 PharmaceuticalsPlatformTVRadioPrintOOHDigitalTotalAd spend(in USD 000,000)2661491562124041,223SingaporeTop categories spend1 Services(Airlines/Bank/Beauty/Corp)2 Agricultural/Industrial&Commercial3 Retail4 Clothes/Bags/Watch/Jewel/Opt/Phot/Toys5 PharmaceuticalsTop categories spend1 Home care produc

35、ts2 Medical products&equipments3 Hair care products4 Other personal care products5 Dairy productsPlatformTVRadioPrintOOHDigitalTotalAd spend(in USD 000,000)11,8293,39448962,60217,969PhilippinesPlatformTVRadioPrintOOHDigitalTotalAd spend(in USD 000,000)13,90619871582,90717,761IndonesiaTop categories

36、spend1 Beverages2 Food3 Toiletries&cosmetics4 Office eqpt,computer,communications5 Household products/suppliesGlobal spotlightUnderstanding Southeast Asian consumersAsian Americans in the U.S.are highly connected with important markets around the world.Approximately 18%of the total AANHPI population

37、 is from Southeast Asia and the Pacific Islands.To help marketers better understand how these communities influence each other,weve identified the top categories for spend in key Southeast Asian markets.Source:Ad Intel 2023Copyright 2024 The Nielsen Company(US),LLC.11AANHPI community:Growing in infl

38、uence and power1The diversity of Asian consumers means that“Asian”isnt a single segment.Reaching AANHPI consumers requires understanding the nuances of this diverse and vibrant community.But for those who are able to do so successfully,these consumers are eager to engage(and spend).Because of the gr

39、owing diversity of the AANHPI population,advertisers must take an even more nuanced approach to their marketing,from campaign creative to placement.Nielsen research shows AANHPI audiences are the most likely to buy from brands that feature someone from their identity group in ads,and 64%of AANHPI pe

40、ople will stop buying from brands that devalue their identity group3.Brands need to keep this in mind,ensuring cultural checks and oversight to avoid damaging missteps.Sharing the data and insights around AANHPI buying power,population growth and consumer choices empowers businesses with a deeper un

41、derstanding of the diversity within the community.Encouraging more investment in AANHPI-targeted media can also be more effective,a strategy reinforced by P&Gs Marc Pritchard.For its everyday-use products,P&G reaches about 75%of adults,including 59%of Asian-American consumers.Effectively reaching mo

42、re consumers will,in part,come from more investment in diverse-owned,operated and targeted media.Opportunities to engageBrands and mediaCommunity partners3 Nielsen Attitudes on Representation StudyCopyright 2024 The Nielsen Company(US),LLC.12Media:Where community and culture meet22SectionMedia:Where

43、 community and culture meetFor marketers seeking to reach the AANHPI community,understanding how they consume media is critical.Asian Americans spend less total time with media than any other segment of the U.S.population.However,the right cross-media mix can increase engagement.Copyright 2024 The N

44、ielsen Company(US),LLC.13Media:Where community and culture meet2AANHPI time spent per week Q3 2023Figure 2.1Where is the AANHPI audience going for their favorite programming?In a given week,Asian audiences 18 and older in the U.S.spend 17.5 hours with TVcompared with 32 hours for the general populat

45、ion.When we break down time spent with TV by device,these audiences are more frequently turning to content accessed through TV-connected(CTV4)devices,which outpaces their consumption of live TV viewing by more than an hour and a half a week.AANHPI viewers spend almost the same amount of time each we

46、ek consuming content on their smartphones as they do with television.While this puts them in line with the total population in terms of total hours with smartphones,AANHPI audiences level of engagement with mobile devices represents more than a third of their total media time.A diverse audience requ

47、ires a diverse media planTotal population 18+AANHPI 18+05:0010:0015:0020:0025:0030:0035:0040:0045:0050:0055:00(60:00)(HH:MM)32:0417:2608:0419:0400:5402:0809:2213:01Total Use of TelevisionLive+Time-shifted TVTime-shifted TVTV-Connected devicesVideo Focused App/WebStreaming AudioSocial Networking17:01

48、17:1701:5601:5700:1200:1005:4105:55App/Web on a Smartphone4 CTV refers to any television that is connected to the internet.The most common use case is to stream video content.Source:Nielsen National TV PanelCopyright 2024 The Nielsen Company(US),LLC.14Media:Where community and culture meet2Source:Ni

49、elsen National TV Panel,Q3 2023AANHPI audiences spend almost equal time with TV and smartphonesWith Asian American audiences spending a larger percentage of their total media time with CTV and smartphones,marketers can lean into audience-based ad buying available on many digital channels to reach th

50、em.And this aligns with where marketers are looking to spend.According to Nielsens 2024 Annual Marketing Report,global marketers plan to dedicate 63%of their budgets this year to digital channels,attributing the continuing shift toward digital to the high perceived effectiveness of these channels.TV

51、 screen17.5hours/weekPhone screen17hours/weekCopyright 2024 The Nielsen Company(US),LLC.15Media:Where community and culture meet2“Other”includes all other TV usage that does not fall into the broadcast,cable or streaming categories.Source:Analysis of January 2024 Nielsen National TV Panel Data augme

52、nted by Streaming PlatformRatings.Note:Streaming of linear content has been removed from streaming(but does count toward broadcast and cable)AANHPI audiences spend the most time with streaming compared to broadcast and cable.And streaming continues to gain share,up to 45.4%of Asian Americans TV usag

53、e at the start of this year(versus 43%in January 2023).Comparatively,streaming makes up 36.0%of TV usage for the general U.S.population,according to Nielsens The Gauge.The wealth of Asian-inclusive content,particularly on the top two platforms YouTube and Netflix,may contribute to the audiences stre

54、aming use.In 2024,Netflix announced its investing more in Asian content with four Chinese-language programs from Taiwan,eight shows from Thailand and six from Indonesia.YouTube has partnered with K-pop label Hybe and U.S.label Geffen Records to launch The Debut:Dream Academy,which follows 20 contest

55、ants as they audition to become the next K-pop star.And Disney recently announced a joint venture with key leaders in Indias entertainment industry to integrate digital media and sports content.According to eMarketer,India is expected to have the highest digital ad spend growth this year,increasing

56、an estimated 25.1%.AANHPI audiences are super streamersAANHPI audiences:more time with streaming,less on broadcast and cableFigure 2.2Jan 2024Otherstreaming18.4%Other20.3%Cable15.8%Broadcast45.4%Streaming15.0%10.4%8.3%2.9%2.8%1.6%1.3%1.2%1.5%Copyright 2024 The Nielsen Company(US),LLC.16Media:Where c

57、ommunity and culture meet2Read as:Sling TV is 37%more likely to reach AANHPI users than the total population.Source:Nielsen Media Impact,Nov 2023 Top Apps RankerAANHPI use of streaming platform appsFigure 2.31020306090120150PlatformAANHPI Reach index108137106103102On smartphones,Asians outpace other

58、 viewers for using streaming platform appsespecially ad-supported ones.In an average month,YouTubes mobile app reaches 85%of AANHPI adults.Sling TV is also particularly appealing since it provides a host of international TV content,especially in South Asian and East Asian languages.AANHPI viewers ar

59、e 37%more likely to use the app than the general population.AANHPI audiences watch across mobile appsIn the first half of 2023,U.S.audiences watched 1.9 billion minutes of the popular K-drama on Netflix.AANHPI viewing made up 25%of that viewing.The GlorySource:Nielsen Streaming Content Ratings 2023C

60、opyright 2024 The Nielsen Company(US),LLC.17Media:Where community and culture meet2Source:Nielsen Streaming PlatformsStreaming has evolved from its ad-free,subscription-focused roots.Today,almost all major streaming platforms and services include ad tiers.For some services,advertising has become the

61、 primary go-to-market strategy.For marketers figuring out how to incorporate newer ad-supported streaming into their media plans,Asian American audiences could be a good segment to focus on.While subscription video-on-demand(SVOD)viewing still makes up 44%of AANHPI audiences streaming,ad-supported v

62、ideo-on-demand(AVOD)viewing makes up 31%.Comparatively,AVOD makes up 27%of the total populations streaming.The opportunity within ad-supported streamingAANHPI audiences spend more time with ad-supported streaming than the total populationFigure 2.4Jan 2024Total USTotal Asian(NH)Total SVODstreamingTo

63、tal AVODstreamingTotal MVPD/vMPVDstreaming47%27%17%Total SVODstreamingTotal AVODstreamingTotal MVPD/vMPVDstreaming10%31%44%Copyright 2024 The Nielsen Company(US),LLC.18Media:Where community and culture meet2Source:Nielsen Consumer&Media ViewGlobal spotlightUnderstanding media habitsacross Southeast

64、AsiaAsian Americans in the U.S.are highly connected with important markets around the world.Approximately 18%of the total Asian American population is from Southeast Asia and the Pacific Islands.Take a look at the media consumption habits in key Southeast Asian markets.Top 3 apps/websites used yeste

65、rday:1.Facebook2.Instagram3.Shopee(regional online shopping platform)Watched TV yesterday:60.9%MalaysiaTop 3 apps/websites used yesterday:1.WhatsApp2.The Straits Times(local newspaper)3.FacebookWatched TV yesterday:69.7%SingaporeTop 3 apps/websites used yesterday:1.Facebook2.Facebook Messenger3.YouT

66、ubeWatched TV yesterday:76.9%PhilippinesTop 3 apps/websites used yesterday:1.WhatsApp2.YouTube3.FacebookWatched TV yesterday:67.2%IndonesiaThailandTop 3 apps/websites used yesterday:1.YouTube2.Facebook3.Line(messaging app)Watched TV yesterday:74.2%Copyright 2024 The Nielsen Company(US),LLC.19Media:W

67、here community and culture meet2While Asian American audiences are spending significant time with streaming,marketers should be careful about focusing on a single channel to reach their intended audiences.Leaning too heavily into just a few channels can result in your message reaching the same audie

68、nces repeatedly and missing out on fresh eyes.Ultimately,a cross-media approach is critical in media planning.And quality,person-level audience data can help marketers reach their intended audiences across channels.When massive scale is not feasible,person-level audience data can help marketers ensu

69、re that their campaigns,regardless of channel,are as pinpointed as possible.While age and gender have been the focus driving media buys,the media consumption behavior of the AANHPI audience doesnt follow the traditional norms.For example,Asians 50+spend the most time on CTV devices compared to other

70、 groups who tend to watch more linear TV.The reality is that audiences of ad-supported streaming platforms continue to grow.For example,in February 2024,YouTube captured 9.3%of TV usage,a platform-best:Asian influencers like Alex Chikin Chow,are also topping the subscriber chartsChow has 41 million

71、subscribers.With the knowledge that Asian audiences are heavy streamers,ad-supported streaming platforms are a critical element of a cross-media campaign.More Asian audiences are embracing streaming content choices with 24%subscribing to three streaming services5.For content creators within the comm

72、unity,this presents an opportunity to be seen and share the stories of diverse experiences.U.S.adults spend an average of 11 minutes searching for something to watch.Viewers are sifting through heaps of content looking for something that resonates.This is an opportunity for anyone and everyone to di

73、scover AANHPI stories and learn more about this vibrant and diverse community beyond the traditional AANHPI Heritage Month in May.Opportunities to engageBrands and mediaCommunity partners5 July 2023 Streaming Content SurveyCopyright 2024 The Nielsen Company(US),LLC.20Representation resonates for lon

74、g-term ROI33SectionRepresentation resonates for long-term ROIHow can marketers gain influence with AANHPI consumers?It is important to meet this community where they are spending and consuming media.But how your brand shows up is also a critical consideration.From the content your ad appears alongsi

75、de to the campaigns themselves and the language you use,representation goes a long way toward creating trust with AANHPI audiences,ultimately building brand affinity and delivering long-term returns on your investment(ROI)with this community.Copyright 2024 The Nielsen Company(US),LLC.21Representatio

76、n resonates for long-term ROI3The South Asian experience is vastly different from the Southeast Asian experience,or any other group within the AANHPI community,for that matter.Each is a vibrantly distinct group that craves real,lived experiences to be seen on screen.Currently,most of this inclusive

77、content can be found on streaming platforms,where representation of AANHPI talent has increased from 10.3%in 2022 to 10.9%in 2023.This may help to explain why streaming edges out broadcast and cable when it comes to time spent among AANHPI viewers.Representative content resonates with AANHPI audienc

78、esSource:Gracenote Inclusion Analytics,2023AANHPI total TV share of screen ranking by platformFigure 3.1AANHPIEast AsianSouth AsianSoutheast AsianNHPIBroadcast202220234.1%4.1%1.9%2.3%0.4%0.4%0.9%1.0%0.3%0.3%3.3%4.7%1.3%1.5%0.4%1.0%0.8%1.7%0.2%0.1%2022202310.3%10.9%4.2%5.3%2.2%1.7%1.8%1.4%0.6%0.3%202

79、22023CableStreamingCopyright 2024 The Nielsen Company(US),LLC.22Representation resonates for long-term ROI3Source:Nielsen Attitudes towards representation study,October 2023AANHPI feel more strongly that these aspects of their identity are not seen in mediaFigure 3.2Skin color/complexionNeighborhood

80、/Community12%9%Total population9%AANHPI20%15%19%Country of originAANHPI audiences are looking for more representationDespite slight increases in representation,60%of AANHPI wish they saw more of their identity group on TV.Platforms looking to win with these viewers and create long-tail ROI opportuni

81、ties could start by helping close this gap.Copyright 2024 The Nielsen Company(US),LLC.23Representation resonates for long-term ROI353.2%24.3%16.9%32.2%47.7%Free newspaper websiteBreaking news text alertsor app notificationsPaid digital subscriptionArticles or alerts on social mediaArticles,alerts,or

82、 newsletters through emailThe power of news media within the AANHPI community6 APIA Vote 7 2024 Nielsen Survey on Trust in MediaAANHPI voters make up the fastest-growing group of eligible voters in the United States.Between 2016 and 2020,Asian American voter turnout jumped from 49%to 59%,the largest

83、 increase of any racial or ethnic group,according to Census Bureau figures.Yet 83%have concerns about misinformation in the U.S.elections6.Still,AANHPI audiences are heavy news users,with 78%consuming news at least once a day.Theyre also 34%more likely to trust in the accuracy of news.Nielsens resea

84、rch found that Asian audiences are most likely to access their news via free newspaper websites.For marketers hoping to engage AANHPI audiences this year,tapping into political content on non-subscription news sites and social media platforms could be a valuable connection point.Understanding which

85、platforms represent the AANHPI community is key for marketers to understand,as 41%of AANHPI audiences are more likely to buy from brands that advertise with news outlets they trust7.Ways to access newspaper contentFigure 3.3Source:Scarborough USA+2023 Release 1 Total(Dec 2021-May 2023)Copyright 2024

86、 The Nielsen Company(US),LLC.24Representation resonates for long-term ROI3Even in trusted news media,getting the right ads in the right places is keyof AAPI respondents often encounter ads that are not relevant when they consume news67%Source:2024 Nielsen attitudes on trust in media surveyCopyright

87、2024 The Nielsen Company(US),LLC.25Representation resonates for long-term ROI3%of AANHPI audiences agree%Overall audiences agreeFeatures geographic location associated with my identity group(s)27%22%30%22%Features a cast member closely associated with my identity group(s)Source:Nielsen Attitudes on

88、Representation Supplemental Study,20228 Nielsen National TV Panel,2023AANHPI talent can help engage audienceWhat makes representative content more engaging?Figure 3.4Trust is built through several factors,one of which is representative talent.For example,ABCs World News Tonight with co-anchor Juju C

89、hang and MSNBCs Morning Joe with frequent reporter Richard Lui are in the top most-watched broadcast news programs for AANHPI viewers8.Copyright 2024 The Nielsen Company(US),LLC.26Representation resonates for long-term ROI3Source:2023 Asian language study on AAPI attitudes and media consumption pref

90、erences66.3%Korean62.0%Chinese56.4%Vietnamese40.0%English%agree/strongly agree with the following statement:Asian media(radio/TV/cable/newspapers/social media/podcasts)offers programming and perspectives that I trust.The value of in-language media Asians in the U.S.come from more than 20 countries a

91、nd speak more than 50 different languages.In a 2023 report,Nielsen explored the attitudes and media consumption preferences of Chinese,Korean and Vietnamese language speakersrepresenting about 40%of the Asian American population and three of the Asian languages most spoken at home.More than 40%of to

92、tal respondents strongly agreed/agreed that Asian media offers programs and perspectives they trust.Furthermore,the study shows that more than 50%of Chinese,Korean and Vietnamese-speaking respondents prefer to buy brands that advertise on programs reflecting their culture.Figure 3.5In-language media

93、 is the most trusted source of information for Asian AmericansCopyright 2024 The Nielsen Company(US),LLC.27Representation resonates for long-term ROI324.5%Fashion10223.6%Pet care10419.9%Travel13123.4%Electronics116XX.X%Asian-inclusive ad spendAsian share of spend by indexSince AANHPI audiences are m

94、ore likely to buy from brands that advertise in inclusive content,there is a greater opportunity for engagement with ads that also include these aspects of their identity.In a 2022 Nielsen study of advertising spend in Asian inclusive programs,brands in certain categories were investing above averag

95、e ad dollarsthe same categories where Asians were outpacing other communities in consumer spend.Source:Nielsen Scarborough USA+2022 Release 1 Total(Dec 2020-Apr 2022)Nielsen Ad Intel and Nielsen Gracenote Inclusion Analytics Inclusive advertising can drive returnsFigure 3.6Asian-inclusive ad spend c

96、an drive salesCopyright 2024 The Nielsen Company(US),LLC.28Representation resonates for long-term ROI3A digital media platform wanted to explore the impact of branded content featuring AANHPI creative for a financial services client who wanted to better engage the Asian consumerwho is 27%more likely

97、 than the total population to spend a lot of time learning about financial markets and investments9.A Nielsen Brand Impact study tested how four types of branded contentLongform Videos,Twitter(now known as X)images,Twitter video and Promotional Unitson the digital platforms helped to drive brand per

98、ceptions,brand integration perceptions and content engagement with the AANHPI community.Nielsens insights showed:AANHPI respondents were substantially more likely to agree the brand was for their community after viewing inclusive campaign creative vs.general market creative.AANHPI consumers were als

99、o more likely to view the inclusive campaign as interesting,authentic,and credible(+19 percentage points)compared to overall norms.Campaign creative centering AANHPI consumers outperformed“general market”creative by double digits Branded content generated significant increases in Aided Awareness,Aff

100、inity and Purchase Intent compared to the control group.Asian-inclusive customcontent positively impactedkey brand metricsRespondents were significantly more likely to agree with all brand attributes and were substantially more likely to consider the financial services client as a brand for the AANH

101、PI community.The media platformwas successful atsolidifying agreementwith brand messagingCase study spotlightFocusing on AANHPI consumers in ads drives better brand metrics9 Scarborough USA+2023 Release 1 Total(Dec 2021-May 2023Copyright 2024 The Nielsen Company(US),LLC.29Representation resonates fo

102、r long-term ROI3Creating trust through representation,language and the content their ads appear alongside is critical for marketers looking to build their brand with AANHPI consumers.When done correctly,this type of brand building has long-term value.But brand building does more than just seed long-

103、term sales.It also moderates the cost of new customer acquisition.Thats because short-term marketing strategies trade future sales for near-term sales that are actually more costly to obtain.With Asian audiences gravitating toward social media,aggregator sites and ad-supported newspaper sites,advert

104、isers can benefit from rethinking their media plans during this election year,especially as ad prices rise with political campaigns buying up valuable ad inventory.These channels are also more addressablegiving marketers improved measurement of ROI.Adding in-language media platforms will also increa

105、se trust in your brand,since the majority of the AANHPI audience speak a language other than English.AANHPI audiences are engaging heavily in the news genre during this election year.Inevitably,whats seenor ignoredon news programs about policies and leaders impacting the community will shape Asian A

106、mericans understanding.Theres a greater responsibility for AANHPI influencers to help educate the community,sorting fact from fiction so everyone can make more informed choices.Investing in the AANHPI media talent pipeline is critical.Programs like Gold Houses Gold Journalism Accelerator will streng

107、then that pipeline.Opportunities to engageBrands and mediaCommunity partnersCopyright 2024 The Nielsen Company(US),LLC.30ConclusionEngaging Asians in trusted news and media platforms,with representative stories told by familiar people,deepens your connection with this powerful,influential group.For

108、brands and marketers,its clear that when trust meets representative content and ads,AANHPI audiences perceive higher brand value.Deepening your understanding of the diversity of Asian communities will deepen your connectionand trust.ConclusionCopyright 2024 The Nielsen Company(US),LLC.31cross-media

109、behaviors of the American consumer at a local,regional or national level,giving the ability to profile over 2,000 measured categories and brands.Nielsen Asian Language Media Consumption and Attitudes Survey 2022Survey of over 1000 respondents in Simplified Chinese,Korean,Vietnamese and English langu

110、age.Nielsen shapes the worlds media and content as a global leader in audience measurement,data and analytics.Through our understanding of people and their behaviors across all channels and platforms,we empower our clients with independent and actionable intelligence so they can connect and engage w

111、ith their audiencesnow and into the future.Nielsen operates around the world in more than 55 countries.Learn more at and connect with us on social media(Twitter,LinkedIn,Facebook and Instagram).Audience Is EverythingAbout NielsenTelevision methodology Television data is derived from Nielsens Nationa

112、l TV Panel that is based on a sample of over 41,000 homes that are selected based on area probability sampling.Nielsen Attitudes on Representation in Media 2023Survey of over 2,000 Android and iOS users fielded by Nielsen Electronic Mobile Meter(EMM)Panel weighted for age,gender,race,ethnicity and i

113、ncome for Android and iOS users mobile phone users conducted in Fall 2023.Nielsen Streaming Media Consumer SurveyCustom Nielsen study conducted in English only from July 7,2023-July 21,2023 via an online survey.It is based on a representative sample of 2,300 U.S.adults 18+who currently use streaming

114、 video and/or audio services.Gracenote Inclusion AnalyticsDesigned to accelerate diversity and equity in media,Gracenote Inclusion Analytics illuminates representation of on-screen talent compared with audience diversity.The solution empowers content owners,distributors and brands to make better inf

115、ormeddecisions around inclusive content Ad IntelAd Intel provides the most complete source of cross-platform advertising intelligence available today.With intuitive software,review-and-compare ad activity across media,company,category or brand,plus historical data.Nielsen monitors gross advertising

116、expenditure in major media at published rate card values.Nielsen Media Impact,Nov 2023 Top Apps Ranker Nielsen Media Impact is a powerful insights and planning solution that combines census-level and respondent-level data to provide the highest quality,representative sample of media consumption acro

117、ss different platforms and devices.Nielsen ScarboroughNielsen Scarborough USA+2023 Release 1 Total(Dec 2021-May 2023).Scarborough measures the unique shopping patterns,product usage,demographics,lifestyles andMethodologySandra Sims-Williams Charlene Polite CorleyKatharine OlsenAvery DriggersStacie de Armas Brian Campbell Pedro RodriguezDrew EnglishRose SilveiraArica McKinnonEthnifacts-Mike LakustaAcknowledgments