Sony Pixel Power calrec Sony

Stories that matter: How to engage AANHPI audiences through different news narratives

02/11/2024

News changes everything

For a long time, the Asian American, Native Hawaiian, and Pacific Islander (AANHPI) population has been fighting to be seen and heard. That changed when Kamala Harris became the first South Asian and Black presidential candidate. Immediately news narratives shifted with an unprecedented focus on reaching AANHPI voters through the issues that matter most to this diverse population. Indeed, news media holds the power to bring out the fastest-growing voter population in the country.

The numbers are strong. According to APIAVote, through June 2024, voter registration for AANHPIs increased by 43%, from 550,682 to 787,982 voters-more than double the increase in the number of both new Black and white voters. This group of voters want to learn more and turn to digital news sources, particularly free newspaper websites they trust. According to Nielsen data, 78% consume news at least once a day and are 34% more likely to trust in the accuracy of news.

While building trust is a fundamental necessity to the accuracy and integrity of news media, it's also important that journalists continue to understand how topics and interest points vary within this critical voter audience.

In Gold House's 2024 Gold Paper Survey, powered by Nielsen, major generational differences divide audience interests. AANHPIs 65+ years old report a heightened interest in stories that cover fears of geopolitical tensions and anti-Asian hate. Whereas AANHPI audiences 18-34 years old show more interest in stories that touch on key issues of affirmative action and immigration. While all topics are important issues during the presidential election, it's clear that specific narratives have the potential to impact AANHPI Gen Z and Millennial voters differently compared to older voter cohorts.

News topic18 34 yo65+ yo

Fear about geopolitical tensions 42% 72%

Fears about violence or anti-Asian hate 50% 79%

Affirmative action 23% 12%

Immigration 47% 39%

Source: 2024 Gold Paper Survey: Perspectives on Asian Pacific Communities and Cultures powered by Nielsen

Beyond news surrounding key election issues, interest in and importance of international news sources play a critical role in reaching AANHPI audiences and gaining trust with more than 30% of the U.S. AANHPI population being foreign-born.

Given the need for a broader cross-section of global narratives and demand from audiences, one segment of the news industry stands to gain: diverse-owned and focused media outlets. Nielsen data shows that more than half of AANHPI audiences turn to native language news as trusted sources. Many of these outlets are on free platforms such as KTSF, Sky Link TV and Diya TV are on YouTube, the streaming platform where AANHPI people tune in most.

In addition to the need to elevate diverse-owned media, we also must address the gaps in more in-depth and nuanced inclusion of AANHPI stories that also impact how news media shapes perceptions of AANHPI communities. In the same Gold Paper Survey, one third of respondents agree that stereotypes influence their views of Asian Pacific communities and cultures. This underscores the importance of representative journalism in which initiatives, such as Gold House's Gold Journalism Grant, continue to empower more community-based storytellers and channels.

There is momentum and there are new approaches to investing in news that empowers the AANHPI community. News that is accurate, fair and breaks bias. News that is representative of the fastest growing population in the U.S. and reflects 60% of the world's population from Asia and the Pacific. News that is trusted and inclusive.

Learn more about reaching Asian American consumers in Nielsen's latest Diverse Intelligence Series report.
LINK: https://www.nielsen.com/news-center/2024/stories-that-matter-how-to-en...
See more stories from arbitron

More from Nielsen

06/12/2024

Nielsen and TikTok to Bring Holistic Cross-Media Measurement to Market

For the first time, advertisers and agencies can directly compare campaign performance on TikTok to other publishers across all screens, via Nielsen ONENEW YORK...

04/12/2024

Nielsen Appoints Bill Michels as Gracenote's New Chief Product Officer

NEW YORK December 4, 2024 Gracenote, the content solutions business unit of Nielsen, has announced the appointment of Bill Michels as Chief Product Officer....

27/11/2024

Nielsen launches activation with Advanced Audiences, enhancing digital campaign precision, reach and effectiveness across New Zealand

Auckland, November 26, 2024 Nielsen today announced the launch of Advanced Aud...

25/11/2024

FOX, Disney Capitalize On Multiplatform Viewing in Nielsen's October Media Distributor Gauge

FOX hits company-high water mark in the Media Distributor Gauge with 8.4% of TV;...

19/11/2024

The Gauge: Mexico October 2024

During October, audiences in Mexico decreased their streaming usage by 1.1 points compared to the previous month, accounting for 20.4% of TV viewing. Disclaime...

19/11/2024

The Gauge: Poland | October 2024

In October, changes in the autumn season typically affect television viewing patterns, leading to variations in how people consume video content on TV screens. ...

19/11/2024

The Gauge: Broadcast Hits its Stride in October on Strength of Drama and Sports Programming

Sports and scripted dramas lift broadcast to third consecutive month of growth a...

18/11/2024

American Spirit Media Selects Nielsen for Local TV Measurement

Multi-year deal includes Local TV ratings for all six markets and includes Nielsen's Ad Intel Nielsen's big data + panel solution will power Local TV m...

13/11/2024

Gracenote Launches New Data Hub Illuminating Content Insights Across Industry's Leading SVOD Services

Annual State of Play report expands on Data Hub findings, dives deep into Amazon...

07/11/2024

Over 42 Million Viewers Tune In to Watch 2024 Presidential Election Coverage

NEW YORK - November 6, 2024 - An estimated 42.3 million viewers watched coverage of the 2024 U.S. presidential election across 18 TV networks on Tuesday, Novemb...

02/11/2024

Stories that matter: How to engage AANHPI audiences through different news narratives

News changes everything For a long time, the Asian American, Native Hawaiian, a...

02/11/2024

The Media Rating Council approves incorporating first-party data integration into Nielsen's National Television Measurement

The Approval of Nielsen's Integration of the National Panel and First-Party ...

23/10/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in India

New Delhi, India - October 21, 2024 - Nielsen, a global leader in audience measurement, data and analytics, has today announced the expansion of YouTube Connect...

23/10/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in Thailand

Bangkok, Thailand - October 23, 2024 - Nielsen, a global leader in audience measurement, data and analytics, has today announced the expansion of YouTube Connec...

22/10/2024

The Gauge: Mexico September 2024

In September, audiences in Mexico decreased their streaming usage by 1 point compared to the previous month, accounting for 21.5% of TV viewing. Disclaimer: YU...

22/10/2024

Disney Retakes Top Spot in Nielsen's Media Distributor Gauge as Football Hikes TV Viewing in September

FOX exhibits largest monthly gain as multiple NFL and NCAA football distributors...

15/10/2024

The Gauge: Poland | September 2024

September typically brings changes in viewing habits of video content on TV screens which are primarily attributed to the start of the school year and the end o...

15/10/2024

The Gauge: NFL Scores in September as Audiences Continue to Adapt to Multi-Platform Viewing

Amazon Prime Video exhibits the highest monthly growth among streaming platforms...

05/10/2024

Allen Media Group Signs a Multi-Year Deal with Nielsen for Audience Measurement & Advanced Audiences Services

Multi-year renewal includes measurement of all networks and syndicated businesse...

04/10/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in the Philippines

Philippines October 1 ,2024 Nielsen, a global leader in audience measurement...

04/10/2024

Nielsen data reveals finance industry's top ad spenders as ad investment for the sector jumps more than 9%, year-on-year

Top 12 financial service brands (by ad spend) revealed How the finance industry...

03/10/2024

2024 Vice Presidential Debate Draws Over 43 Million Viewers

NEW YORK - October 2, 2024 - An estimated 43.15 million viewers watched the CBS News Vice Presidential Debate across 15 networks on Tuesday, October 1, accordin...

02/10/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in Japan

Tokyo, Japan September 17, 2024: Nielsen, a global leader in audience measurement, data and analytics, has today announced the expansion of YouTube Connected ...

30/09/2024

Nielsen data shows podcasts more popular than ever with Australian audiences as number of older listeners jumps 49% in just 12 months

Popularity of podcasts in Australia up 16% YoY Number of over-60 listeners jump...

26/09/2024

Gracenote and Amagi join forces to streamline FAST go-to-market for content publishers

New agreement between leaders in content metadata enrichment and FAST playout en...

25/09/2024

THE GAUGE: MEXICO AUGUST 2024

During August, audiences in Mexico increased streaming usage by 2.8 points compared to the previous month, accounting for 22.5% of TV viewing. In addition, MAX ...

24/09/2024

Paris Olympics Lead NBCUniversal to Gold Medal Performance in Nielsen's August Media Distributor Gauge

NBCU achieves 13.4% of TV, largest share by a media company since tracking began...

18/09/2024

Nielsen launches Advanced Audiences, enhancing digital campaign precision, reach and effectiveness across Australia and New Zealand

Sydney, September 18, 2024 - Nielsen today announced the launch of Advanced Audi...

17/09/2024

The Gauge: Olympics Drive Big Increases for NBC and Peacock, Fuel Above Average TV Viewership in August

Broadcast viewership up 8% from July and nearly 12% YOY. NBC notched top 19 bro...

17/09/2024

The Gauge: Poland | August 2024

August, like the entire summer, is typically characterized by less time spent watching TV at home compared to other seasons. This year's second month of v...

12/09/2024

Over 67 Million Viewers Tune In for ABC News Harris-Trump Debate

NEW YORK - September 11, 2024 - The ABC News Presidential Debate between Vice President Kamala Harris and former President Donald Trump drew an estimated audien...

12/09/2024

Nielsen & Video Research renew partnership with goal of cutting-edge, de-duplicated cross-media measurement solution for Japan

Reinvigorated alliance the next step in the evolution of media in Japan and a bi...

11/09/2024

Hispanic Sports Fans Drive Record Viewership and Brand Loyalty, Nielsen Highlights Untapped Potential

Latest Nielsen report points to Hispanic influence driving growth in soccer audi...

09/09/2024

Coles 360 Partners With Nielsen on Bespoke Media Planning Tool

Coles 360 has partnered with Nielsen to develop a bespoke planning tool to support omni-channel media planning for brands. Nielsen is a global leader in audien...

09/09/2024

Latest Nielsen data shows ad spend by luxury goods sector jumped 12% in key Asian markets during H1 2024

Singapore 29 August 2024 - Latest data from Nielsen Ad Intel shows advertisi...

05/09/2024

New Gracenote Watch Prompts dataset helps video providers drive audience tune-in and engagement

Leveraging AI and human editorial expertise, Watch Prompts complements Gracenote...

04/09/2024

Younger Viewers, Olympics Drive Big Month for YouTube and NBCUniversal in Nielsen's July Media Distributor Gauge

YouTube is first streaming platform to lead monthly TV usage with 10.4% of TV vi...

28/08/2024

Nielsen data shows daily audience numbers to news sites jumped 27% during Olympics, with figures still up post-games

Industry buoyed by latest daily Digital Content Ratings as online news proves it...

27/08/2024

Nielsen launches deduplicated YouTube CTV campaign measurement in Australia

Sydney, 27 August Nielsen, a global leader in audience measurement, data and analytics, today announced the expansion of YouTube Connected TV (CTV) ads measur...

26/08/2024

Circana to Acquire NCSolutions and Nielsen's Marketing Mix Modeling Business

CHICAGO and NEW YORK - Aug. 26, 2024 - Circana , a leading advisor on the complexity of consumer behavior, today announced it has entered into definitive agre...

24/08/2024

Final Night of 2024 Democratic National Convention Attracts Over 26 Million Viewers

NEW YORK - August 23, 2024 - An estimated 26.2 million viewers watched the fourt...

21/08/2024

Nielsen data shows ad spend in Aus auto sector grew 8% over last 12 months, with EV media spend up sevenfold since 2021

Auto sector invested $690m in ads during FY 2024 Top 10 automotive ad spenders ...

20/08/2024

July Exhibits Rare Upswing in TV Viewing, Amplified by Streaming and First Days of Summer Olympics, according to Nielsen's The Gauge

Summer Olympics drive increases for broadcast and streaming, with Peacock up 33%...

20/08/2024

The Gauge: Mexico July 2024

During July, audiences in Mexico increased streaming usage by 0.7 percentage points compared to the previous month, accounting for 19.7% of TV viewing time. In ...

20/08/2024

The Gauge: Poland | July 2024

July is the first month of summer holidays, when Poles usually spend less time at home and in front of TV sets. And indeed, in July 2024 they spent an average o...

08/08/2024

July 4th Fireworks: Multiple Viewing Records Set in Nielsen's Most-Streamed Week Ever from July 1 7

Ten titles exceed 1B viewing minutes, most ever in a Nielsen Streaming Top 10 re...

08/08/2024

Nielsen & Innovid Collaborate to Provide Seamless Workflow & Holistic View of the Cross-Media Ads Universe

Integration would bring together Innovid's ad serving infrastructure with Ni...

08/08/2024

Nielsen data shows Australian tertiary education institutions spent more than $175m on ads in last 12 months

Ad spend in higher education sector jumped 19% from May to June Social media d...