2015-12-17-尼尔森-The_Beverage_Alcohol_Media_Report_24页_4mb

Beverage Alcohol Media Report Summary

1. Digital Media Best Practices
Nielsen identifies key digital success factors: leveraging data for objective media allocation, disciplined performance management, adopting creative best practices, tracking results, and iterating.
As demonstrated by Anheuser-Busch InBev (ABI), implementing performance management processes can achieve twice the digital ROI of peers and exceed CPG averages by focusing on reaching target audiences, optimizing viewability, ensuring creative quality, and disciplined media spending.

2. LDA Audience Media Consumption
LDA consumers dedicate substantial time (over 4 hours/day) to media, primarily Live TV (approx. 4 hours/day). However, Live TV viewership is slowly declining due to media fragmentation and the rise of digital/on-demand platforms and OTT services.

• Growth Areas: Mobile (Apps/Web on Smartphone) saw significant year-on-year increase in time spent (18% to 30%).
• Other Media: Radio and Internet (on PC) also contribute significantly. TV viewing includes both live and DVR-time-shifted usage.
• Demographics: Time spent varies across age groups and ethnicities, with younger (21-34) and sometimes specific ethnic groups showing different media preferences.

3. The Best of the Best: Advertising Effectiveness
Nielsen highlights top-performing television ads from Q1-Q2 2015 in Beer, Wine, Spirits, and FMBs&Ciders (like Red Bull). Key breakthrough factors identified include:

• Breakthrough Best Practices: Simple storyline, relatable characters, character dialogue, humor/sentimentality.
• Branding Best Practices: Early visual/verbal cues, leveraging brand icon, establishing an ownable creative concept.

4. Methodology & Measurement
Nielsen uses various methods to track media consumption and ad effectiveness, including People Meters (TV), PPM/Diary/Statistical Modeling (Radio), Online/PC Web Browsing (NetView/VideoCensus), Hybrid Panel Methodology (Online including Mobile - Electronic Mobile Measurement). The measure "Brand Memorability Index" compares an ad's effectiveness against competitors within the same category (scoring 100 indicates category average performance).