The rapid evolution of television in recent years has delivered unprecedented convenience to viewers. With boundless content available on-demand, audiences can curate their viewing experiences like never before. However, this new reality poses a daunting challenge for advertisers seeking to effectively target and engage their ideal audiences. Nielsen’s latest findings shed light on how advertisers can adapt, highlighting the critical role of advanced audience insights in modern media planning.
Media planning today hinges on four essential elements: defining the target audience, understanding where and how they consume media, allocating the right budget, and accurately measuring campaign performance. In today’s fractured media landscape, brands can no longer rely on broad demographic categories like age and gender. Instead, they must dig deeper, using sophisticated data to reach niche groups with tailored messages. Advertisers, under increasing pressure to justify spending, are adopting strategies that mirror the precision of digital campaigns for their TV buys.
One example that illustrates the power of targeted media planning is how advertisers engage with “New Moms”—women with children aged two and under. Though this group makes up less than 4% of the U.S. adult population, they represent a high-value audience with distinct purchasing behaviors. New Moms exhibit unique buying patterns, from baby care products to larger items like vehicles and insurance, making them a prime target for various industries.
Traditionally, brands have targeted New Moms by advertising to women aged 18-44. Nielsen’s research confirms that both groups favor streaming content, with 65% of their TV consumption occurring on streaming platforms.
However, the similarities end there. New Moms spend much of their viewing time on children’s shows and feature films, a stark contrast to other young women who engage with a broader mix of genres. In fact, New Moms split their viewing time evenly between movies, dramas, and kids’ programming, highlighting the unique co-viewing dynamic with their children.
Co-viewing—when multiple people watch TV together—presents advertisers with valuable opportunities. Nielsen’s data indicates that nearly half (47%) of all connected TV (CTV) and linear TV viewing is co-viewed. For brands, this insight is crucial: New Moms are likely sharing viewing experiences with their young children, making the context of the programming as important as the content itself.
Although CTV’s limited ad inventory can be a barrier, alternatives such as brand sponsorships and partnerships with influencers or celebrities offer effective solutions. Furthermore, as streaming platforms invest in more children’s programming, opportunities for targeted advertising to New Moms are likely to expand.
By understanding the unique behaviors and preferences of niche groups like New Moms, advertisers can craft more precise, effective campaigns that maximize ROI. As television continues to evolve, those who can harness these insights will be best positioned to thrive in the digital age.
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