A new study of diversity in television programming by Nielsen Media Research points to a record level of on-screen representation, with Latinos showing remarkable gains in broadcast TV but still substantially lagging in streaming platforms and cable. Also, many surveyed viewers say they are not represented accurately.

Seventy-eight percent of the 2020-2021 TV season shows have some presence of racial, ethnic, gender, or sexual orientation diversity, according to Being Seen on Screen: The Importance of Quantity and Quality Representation on TV, Nielsen’s latest Diverse Intelligence Series report. The study surveyed the top 1,500 programs.

The U.S. Census reports that minorities account for 42.2 percent of the US population, with Latinos being the largest group among them with 62 million or 18.7 percent of the nation’s demographics.

The Nielsen study reports that “Hispanic/Latinx broadcast Share of Screen appears close to parity at 22% with in-language programming being a key driver.” However, they skew heavily broadcast at 22.1 percent, compared to subscription video on demand, or streaming platforms, at 8.5 percent and cable at 3.5 percent.

The report also says that Latino programming is recognizing the inclusion of intersectional groups, like Afro-Latinos, who are over-represented in genres such as action/adventure, comedy, music, horror and the so-called reality TV genre. Still, the document also points to the need to increase intersectional representation, a racially and ethnically diverse group united by culture. More than 20 million Latinos identify as belonging to two or more races, a 567% increase from 2010, according to the report. Furthermore, when using role descriptions, Latinas are associated with the keywords “TV reporters, athletes, teammates, victory and nieces.”

The report also points to other notable disparities in representation across all identity groups seen on cable, broadcast, and streaming platforms. Black talent is above on-screen parity, yet 58 percent of Black audiences say there is still not enough representation. The representation of South and Southeast Asians remains far below parity, compared to that of East Asians. Native American cultures are inaccurately represented or are missing altogether from America’s most-watched genres, such as drama, action/adventure and so-called reality TV.

“If you simply look at that high percentage point, you might think the majority of identity groups are well-covered,” says Stacie de Armas, Nielsen’s senior vice president of Diverse Insights and Initiatives. “But lack of representation and diversity in popular content is more nuanced.” She adds, “Looking back at the media moments this year, diverse casts and stories have been in the headlines. Yet, according to Nielsen’s recent research, almost a quarter of people still feel that there is not enough content that adequately represents people from their identity group.”

To obtain a copy of the report click here.

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According to Nielsen, well over 6,000 talent accounts published over 164,000 pieces of social content for the 2018 television season, which drove 170 million engagements for television programs. Celebrities now drive close to 60% of all social engagement for television programs which is essential to the insights for networks, marketers, and talent seeking to capitalize on the social impact of talent.

As talent like Jennifer Lopez and Kim Kardashian change how they engage with fans, Nielsen will continue to invest in improvements to its Social Content Ratings solution to help marketers keep pace with the shift to engage with changing consumers.

“As the producer of two of the world’s largest reality competition formats, America’s Got Talent and American Idol, we work with our talent to create extremely high levels of social engagement that keep our fans connected to these brands,” said JR Griffin, Vice President of Digital Marketing and Business Development, Fremantle, U.S. “By leveraging Nielsen’s Social Content Ratings, we are able to accurately measure our talent’s social influence and refine our strategies in real-time in order to create the most impactful campaigns.” 

About Nielsen

Nielsen is a global measurement and data analytics company that provides the most complete and trusted view available to consumers and markets worldwide. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail, and fast-moving consumer goods industries.

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It’s like Nielsen giving a big shout-out to “Entertainment Everywhere: Younger rollout the red carpet to watch outside the home.” Nielsen just released new insights on Out-of-Home (OOH) viewership — viewing that occurs at bars, restaurants, the gym, and other places except their own homes. Such viewing is pivotal in understanding TV audiences at a holistic level, and, not to mention, provides unique opportunities for advertisers to reach viewers in an advantageous setting.

With the television season drawing to a close (and some historic TV series set to air their seismic conclusions), entertainment-based programs have been at the forefront of the TV landscape all season long. Nielsen took a look into the nature of consumption when it comes to OOH entertainment programming and why its audiences should be on every marketer’s radar.

For more information, on the OOH Entertainment Study:
TV KEEPS US ENTERTAINED OUT-OF-HOME

New Nielsen Study Highlights:

• OOH Entertainment audiences are young and female
  • 55% females and 45% males. The Hispanic survey found that entertainment viewership was more heavily female at 75%
    
• Among the general population survey, the average age of respondents was 37. In contrast, the Hispanic results show that viewers were younger than the general population, with an average age of 31.
  
• Younger consumers preferred to share their experiences with others
  
• Adults aged 25-54 sought to be surrounded by the same amount of people as well during their OOH viewing
  
• Out-of-Home Entertainment viewing helped bring consumers down the purchase funnel
  

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