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Nielsen Panels & Surveys

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How do panels and surveys work? 

Did you know that every day, thousands of people are making a difference just by enjoying their favorite TV shows and podcasts, listening to the radio and buying products they like? They’re part of Nielsen panels and surveys.

Think of how a scientist studies a lake. There’s no need to drain the whole lake to understand what’s going on. They take a small water sample. Panels and surveys work the same way. We put together groups that represent a sampling of all kinds of people to understand consumer and media habits.

What are panels? 

A panel is a small group of people that mirrors a large audience or group of consumers—in terms of race, gender and age and how they behave. People who join Nielsen panels share meaningful information just by changing the channel or using an app on their phone. We then use this information to get the Nielsen ratings. A rating is the percentage of a specific population that saw, heard or engaged with a piece of content or an ad.

Whether you’re watching the big game with a group of friends or listening to the radio on the way to work, we’re interested in knowing as much as we can about how media fits into your daily life and the lives of the people you may live with. That’s why some of our panels are made up of groups of people called Nielsen Families, Nielsen Homes or Nielsen Households, letting us know whose hands are on the remote control.

Nielsen Panels

Nielsen panels measure all types of media. Participating in our panels is your opportunity to impact the ratings for different types of media. We typically ask participants to join for a period of time, so we can understand how media habits change (or stay the same).

Measuring how people use computers and mobile devices.

Representing the interests of millions of people who listen each week.

Discovering the who, what, how and where of TV and streaming audiences.

Learn more about Nielsen Panels where you live

What are surveys.

We know you are more than what you choose to watch and listen to. You’re a person with opinions on lots of things. Those opinions matter to us. So, in addition to our panels, we have surveys to learn more about what you and people like you like to read, eat and purchase.

We take the information you give us and use it to help businesses where you live give you more of the kind of media, products and experiences you’ll enjoy. 

Nielsen Surveys

You could be on your way to getting gifts or rewards just for having your say! Nielsen surveys are short-term commitments that let you represent your community. Our surveys can cover a variety of topics, or may just ask you to keep a record of what you’re watching or listening to. 

Showing companies how people prefer to spend their free time.

Giving brands insights to help them better serve customers like you.

Helping content creators improve their programming based on your media habits.

Learn more about Nielsen Surveys where you live

Participating is simple.

Be invited or sign up

Participation in some panels and surveys requires an invitation from Nielsen to ensure that participants are representative across geographic areas, and we don’t take volunteers. For these panels and surveys, Nielsen will invite you to join by phone, mail, online or even visit you at home to speak to you in person. For other panels and surveys, you can volunteer to sign up now.

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Participation has its rewards

Each panel and survey is different. But when you join, you’ll share information about your media and consumer habits. Nielsen panels and surveys offer gifts to thank you for participating.

Your privacy is valued

We use information about you and your household for research purposes. It is strictly confidential—we will not use it to advertise, promote or sell goods and services directly to you, and we do not allow our clients to sell directly to you. We also ask that you do not share if you participate with Nielsen online or with people outside of your household. We are committed to protecting the personal information you provide us.

Do you have questions?

Contact us..

Visit our frequently asked questions to learn more about joining or participating in a Nielsen panel or survey, as well as how we protect your information when we use it for our ratings.

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Stay up to date, explore the latest insights for united states.

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NEW YORK – September 17, 2024 – Television viewing in August was defined by the undeniable influence of the 2024…

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Nielsen is founded and incorporated in Chicago

Engineer Arthur C. Nielsen borrows $45,000 to start a business that will test the quality of conveyor belts, turbine generators

First marketing research and performance surveys produced

Capital increased from $45,000 to $55,000

First industrial market survey produced

First consumer market survey produced

Capital increased from $55,000 to $93,333

Nielsen launches an index to measure drug and retail store sales

During the Depression, Nielsen shifts to measuring consumer sales

Company debuts the department store and food indexes

Nielsen begins measuring food and department store sales

Client Service team is formed to help clients maximize effectiveness of Nielsen data

Arthur C. Nielsen invents market share concept when auditors survey store shelves to determine sales patterns

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Company begins developing its Radio Index

The Liquor Index launches

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The Nielsen Radio Index is launched in the U.S.

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Nielsen office opens in the Netherlands

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Nielsen offices open in New Zealand and Belgium

Nielsen Station Index Service formed to provide local market TV audience measurement in U.S.

Nielsen office opens in Germany

The Nielsen Station Index service expands to the top 30 U.S. markets

Nielsen creates the designated market area concept in the U.S., establishing parameters for a specific television market

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Arthur Nielsen Jr. becomes company president

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Nielsen office opens in Japan

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Nielsen measures that more than 29 million homes tuned in to watch NASA blast astronaut John Glenn into space

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Art C. Nielsen Sr., Chairman and Founder, receives Parlin Memorial Award, which honors people who have made outstanding contributions to the field of marketing research

Company Opens New Canadian Office Building In Toronto

Measurement of sales at mass merchandisers debuts

The Nielsen Station Index Service introduces the Viewers in Profile (VIP) report, which stations use to sell TV time to advertisers in the U.S.

Los Angeles becomes the second Nielsen Station Index metered market

Nielsen introduces the Storage Instantaneous Audimeter, capable of storing TV set usage data and forwarding data overnight via phone line

Company begins offering national daily TV ratings in the U.S.

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Chicago becomes a metered local TV market

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Nielsen pioneers scanning of retail store universal product codes (UPC s ) in the U.S.

Company introduces Scantrack, giving clients the ability to track specific market trends, produce custom reports and develop better marketing and distribution plans

Nielsen launches Scantrack service in U.S.

Company debuts Nielsen Homevideo Index to measure viewing of cable, VCR s , and other new technologies

The Company’s new Piggyback home unit allows Nielsen to use household phone lines for data transmission

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Nielsen meters TV viewing in more than 5,500 U.S. homes and generates approximately $100 million in revenue

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Nielsen Homevideo Index continues to add channels as cable reaches 54% of U.S. TV households

Company launches cash slip methodology to measure shopper activity in discount supermarkets

Nielsen introduces hand-held scanners so that household members can record UPC-coded purchases

Nielsen acquires Logistics Data Systems, whose software helps profitably manage shelf space and display areas

Nielsen consumer panel expands to 40,000 U.S. homes

World’s single-source panel established in Germany

Company offers national and local Hispanic services in the U.S., and Los Angeles is the first local Hispanic market

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Nielsen Opportunity Explorer and Nielsen Promotion Simulator place first in the Information Industry Association’s Product Achievement Awards

Scantrack launches in Western Europe

Nielsen acquires Survey Research Group (SRG), the market research leader in Asia

Nielsen establishes joint venture with Amer World Research in Eastern Europe, North Africa and the Middle East, expanding global footprint to 76 countries

Nielsen announces the U.S. Hispanic Consumer Panel

Nielsen now operates household panels in 15 countries, having added more than 20,000 households in Canada, South Africa and France

Nielsen asserts its dominance in the marketing information industry by successfully winning back 26 consumer packaged goods clients

Dun & Bradstreet splits Nielsen into two separate companies; one responsible for TV ratings, and one responsible for consumer shopping trends and box-office data in the U.S.

Dutch publishing company VNU acquires Nielsen’s watch business

Nielsen launches weekly internet usage and advertising service as nearly 100 million Americans are going online

Launch of National Census Service that covers 15,000 stores in the U.K.

Launch of European Operations Facility

Nielsen doubles its national TV sample from 5,000 to 10,000 U.S. households

Nielsen Global Technology and Information Center opens in Florida

In the U.S., Nielsen introduces the active/passive meter to capture viewer information in digital and analog viewing environments

Nielsen's U.S. Syndicated Television Audience reports include time-shifted viewing for the first time

David L. Calhoun becomes CEO of Nielsen

Nielsen develops reports that detail media usage across screens - television, internet and mobile devices - to meet broadcasters’ expanding needs

Online Campaign Ratings launches, setting a new standard in online ad measurement

Nielsen issues initial public offering and lists as a publicly traded company on the New York Stock Exchange

Nielsen becomes the first official market researcher for the Olympic Games

Nielsen acquires Arbitron and launches Nielsen Audio

Nielsen is selected for the Standard & Poor’s 500 Index

Mitch Barns becomes Nielsen’s CEO

Nielsen named to the DiversityInc Top 50 Companies for Diversity for the second consecutive year

Nielsen acquires eXelate, setting the stage for the development of the Nielsen Marketing Cloud

Digital in TV Ratings launches

Company debuts Nielsen Total Audience, bringing comparable representative measurement of media consumption across all platforms and devices to the industry for the first time

Nielsen acquires Gracenote, the industry’s premier provider of media and entertainment metadata

Digital in TV Ratings becomes the second component of the Nielsen Total Audience framework to gain MRC accreditation

Nielsen named to the DiversityInc Top 50 Companies for Diversity for the fourth consecutive year

Company unveils the Nielsen Connected System, the FMCG industry’s first truly open, cloud-based and highly scalable technology platform

Nielsen offers Nielsen Subscription Video On Demand (SVOD) Content Ratings, a syndicated solution to independently measure subscription-based streaming content

Nielsen selected as an index component of the Dow Jones Sustainability North America Index, which tracks the financial performance of leading sustainability-driven companies worldwide

Forbes ranks Nielsen No. 30 out of 100 on their list of World’s Most Innovative Companies

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The need for consistent measurement in a digital-first landscape

Few changes in the media industry are as defining as audiences’ relationship with television. And the latest evolution capturing audiences’ attention is streaming services, smart TVs, and the content they support. In the U.S. alone, Americans watched 19 million years worth of streaming content in 2022 .

So, naturally, brands have adjusted their media strategies: 84% of global marketers say they include streaming channels in their media plans.

The catch? Less than half believe this spending is effective.

In December of 2022, we surveyed 1,524 global marketing professionals to understand how they feel about changing viewing behaviors, the rise of streaming and CTV, and solutions for tracking and proving campaign impact.

Here are four key survey insights:

Recession or not, marketers expect ad budgets to grow.

Despite 69% of global marketers saying economic conditions had a big impact on planning, 64% expect their budgets to grow.

Streaming is the future, but value remains unclear

84% of global marketers include streaming in their media planning. Less than half, however, view this spending as effective.

ROI confidence is lowest across digital channels

Only 54% of marketers are confident in ROI measurement across digital channels.

Multiple measurement tools could be hurting confidence

62% of marketers use multiple measurement solutions to achieve a comprehensive look at marketing performance, which may be contributing to the lack of confidence.

Keep scrolling to access Nielsen’s 2023 Annual Marketing Report.

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• Introduction
• Recommendations

Digital spend edges out other channel investments

For marketers, 2023 was assumed to be an uncertain year, with 69% surveyed for this report saying that the economic conditions had an impact on their planning.

Still, 64% expect their ad budgets to increase this year, with 13% even expecting increases of 50% or more. Much of that growth can be attributed to CTV and streaming.

Anticipated budget changes of 50% or more throughout the year

Anticipated CTV/OTT spending aligns with global trends we’ve been tracking.

In the U.S., 2022 digital video ad spend was up 171% from 2020. 

Across Puerto Rico, Mexico and Brazil, digital ad spend increased 228% * between 2021 and 2022 for a total of US$24.5 billion, with 58%  (US$14.2 billion) allocated to digital video.

In France, Denmark and the U.K., internet-based video spend increased from US$2.3 billion in the first three quarters of 2020 to US$4.2 billion USD in 2022.

*The data reported is derived from the increased coverage of our Ad Intel measurement, which shows greater visibility of actual spending on digital vehicles. (1) Digital activity reporting in Brazil starts in January 2022. (2) PPP and social activity reporting in Puerto Rico starts in May 2022.

Global ad budgets lean into CTV

The increased spend across online video reflects audiences’ shift to streaming in particular.

In the U.S., Americans watched more than 19 million years’ worth of streaming content in 2022.

In Mexico, streaming grew to account for 15.2% of total TV usage as of December 2022.

In Thailand, streaming content reaches more than 50% of the TV audience .

In Australia, 70% of people 14 and older say they use the internet to stream video.

1 Nielsen Streaming Content Ratings and Nielsen National TV panel 2 The Gauge Mexico 3 Thailand Cross-Platform Ratings 4 Australia Consumer and Media View, Q4 2022

Naturally, global marketers are refining their media spend: On average, 32% report allocating 40%-59% of their budgets to CTV, and nearly one-fifth (19%) report shifting 60%-79%.

Global ad budgets are shifting to CTV

Zenith Media forecasts that global online video ad spending will grow at a compound annual growth rate (CAGR) of 4.8% through 2025 to account for 30% of the overall ad market. The company expects advertising on subscription video on demand (SVOD) services to grow at a CAGR of 27.9% to reach US$13.1 billion by 2025.

This is massive momentum. And yet, according to global marketers, the perceived effectiveness of their  CTV/streaming investments is just 49%.

Perceived effectiveness of digital spending by channel

Confidence is low for holistic ROI measurement

Measurable returns will always help marketers make tactical investment decisions, but cross-media ROI measurement challenges have more than half of global marketers (52% on average) focused only on reach and frequency metrics.

Marketers’ approach to cross-media measurement

We are solely focused on reach/frequency.

We are focused on both reach/frequency and ROI

One potential cause for the simplified focus is under-utilized marketing technology (martech). Gartner’s 2022 Marketing Technology Survey Insights found that marketers aren’t using their tools as well as they could be: Only 42% of survey respondents said they use the full breadth of their martech capabilities, down from 58% in 2020.

Untapped martech could also explain the gap between marketers’ stated belief in their martech’s ability to measure aggregate ROI (69%) and their reported ROI confidence at the individual channel level, which is much lower.

Confidence in ROI measurement by channel

Channel-specific tools don’t paint the full performance picture

Shaky ROI confidence isn’t all untapped martech’s fault. Several other factors are at play in a crowded media landscape, including:

Many don’t equate campaign success with on-target reach

On average, 40% of global marketers don’t believe understanding cross-platform reach is important when assessing whether campaigns reach their intended audience. In Asia-Pacific, that rises to 47%. Given how fragmented the modern media landscape is, this number is surprising and notable.

Importance of understanding cross-platform reach when measuring success of reaching target audience

Effective reach depends on quality audience data

Quality audience data is at a premium–especially as third-party cookies and mobile advertising IDs (MAIDs) become obsolete. It makes sense then that only 23% of marketers strongly agree that they have the quality audience data they need to get the most out of their media budgets. In Latin America, the percentage is higher, at 26%.

Channel-specific tools deliver isolated insights

Historically, linear and digital measurement have relied on different methodologies. So, understandably, marketers have turned to multiple, channel-specific tools. On average, 62% of marketers globally use multiple measurement solutions to arrive at cross-media measurement, with 14% leveraging four to five. Just 34% report using one platform for cross-measurement needs: 19% have their own proprietary solution, and 15% use a third-party tool.

Approaches used to achieve cross-media measurement

Martech investment is declining

In addition to using less of their martech, marketers now plan to pull back on additional investment in 2023. On average, 24% of global marketers cite reducing martech investments to some degree, with 12% planning cuts of 150% or more.

Planned investment in marketing technology over the next 12 months

As audiences increase their time with digital devices, emerging channels and streaming content, advertisers and agencies will need measurement that provides comparable data across devices and platforms. What’s more, they need accurate data that doesn’t duplicate viewership while audiences constantly toggle between screens. This comprehensive view across linear and digital platforms will deliver a precise look at audience and impact, which should improve their confidence in marketing investments.

The importance of comparable, person-level measurement isn’t lost on global marketers—71% say comparability is extremely or very important in their cross-media measurement. Arriving at comparable, deduplicated measurement, however, remains a challenge.

Confidence in current solutions delivering comparable, deduplicated cross-media measurement

Plenty is vying for marketers’ attention and budgets. The key is knowing what to prioritize, and how.

Our recommendations

Beware of underinvesting on brand equity.

Marketers are always asked to do more with less, even without threats of a recession. The economic uncertainty, however, adds pressure to protecting brand equity and sharpens the need for efficient, targeted and measured ad spending. Marketers may just have less budget to do it all.

If that wasn’t hard enough, there’s another big consideration: Most brands were already under-spending—by a median of 50%— and losing opportunities to achieve their maximum ROI in 2022. Reducing spending more could hurt ROI even further. It may also have a negative impact on marketers’ top objectives for 2023: customer acquisition and brand awareness.

Top marketing objectives for the 2023

In digital channels where engagement is rising, under-spending is even higher. For example, May 2022 data from Nielsen’s Predictive ROI Database showed that 66% of global media plans were under-invested for digital video. But marketers that close the spending gap and optimize their digital video investments can improve ROI by a median of 51%.

Rampant underspending is preventing maximum ROI

Embrace a comparable measurement mindset

Audiences have spoken: Digital video—in all of its forms—is the future of how audiences will engage with content. This shift calls for transformative change in measurement. Marketers know how important comparable metrics are to understand the effectiveness of their ad spending, but they’re still too reliant on tools that give only a limited view of performance. To keep pace with the industry’s future, marketers need tools, solutions and metrics that are media-agnostic.

Impressions, for example, are universally applicable across ads, content and platforms. And subminute measurement, which produces individual commercial metrics , brings linear TV and digital video measurement closer to how digital campaign performance is measured.

On average, 62% of marketers find it hard to know where to use their ad budgets to reach specific audiences. Even more (69%) agree that digital media and audience fragmentation poses significant challenges to reach their target audiences.

Difficulty with OTT/CTV advertising measurement

To be the transformation that marketers want and finally achieve comparable cross-media measurement at the individual level, marketers should prioritize solutions that are focused on delivering measurement that is media agnostic.

Increase ROI by reaching more of your target audience

Understanding how campaigns are performing in near real time should be the way forward on the quest for maximum ROI. We hear this a lot: Reach more of the right audience and your ROI will increase. There’s more truth to this statement than many people might realize.

In 2022, Nielsen conducted a study involving 15 brands and 82 digital campaigns in the U.S. to verify the correlation between target reach and campaign ROI. When we combined in-flight target measurements from Nielsen Digital Ad Ratings and outcome metrics from Nielsen Attribution , we found one clear truth: Ads that best reached their intended audience generated significantly higher ROI than those that didn’t.

Tracking the relationship between targeted ads and ROI

The graph above shows three distinct performance clusters with each bubble representing data for one vendor, for one month, on one campaign.

This study revealed key learnings about targeted reach:

Increased campaign reach raises costs and does not guarantee higher campaign ROI

Increased targeted reach will improve campaign ROI

Advertisers can use reach analysis to better understand which audiences to target

Focusing on the most valuable audiences improves efficiency and drives higher ROI

Honing campaign reach is a critical ROI lever. To stave off the complications of fragmented channels and viewerships, marketers need to prioritize measurement solutions that cover all platforms and devices, with near real time insights, so they can capitalize on opportunity and drive impact from the beginning.

Thank you for reading the Nielsen’s 2023 Annual Marketing Report!

About this report

This is the fifth annual marketing report Nielsen has produced. It’s also the second to be global. The report leverages survey responses of marketers across a variety of industries whose focus pertains to media, technology and measurement strategies. For this report, we engaged 1,524 global marketing professionals who completed an online survey between Dec. 7, 2022, and Dec. 21, 2022.

In terms of seniority level, we engaged global brand marketers at or above the manager level. These managers work with annual marketing budgets of US$1 million or more across the auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism and retail industries.

Here are the corresponding sample distributions by region. Please keep these sample sizes in mind when reading and interpreting the charts in this report.

Respondents by Region

• APAC: 386 respondents
• EMEA: 374 respondents
• North America: 402 respondents
• Latin America: 362 respondents

Total: 1,524

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In an ever-changing world, we’re here to help you stay ahead of what’s to come with the tools to measure, connect with, and engage your audiences.