Digital Audience Profiler
- Fado lovers have broad musical tastes
- Reading and a taste for other artistic activities play an important role
Using an innovative digital analysis tool, Nielsen has profiled social media users who enjoy Fado as a musical style. Of a more mature age, passionate about various cultural activities, interested in gastronomy and with a special inclination towards social causes, the Fado Lovers are some of the countless audiences that can be analyzed with Digital Audience Profiler, Nielsen's new solution.
In this analysis, Nielsen found that those who enjoy this style of music have broader tastes in terms of music. Overall, the target audience expresses a greater affinity for most styles, which seems to indicate a genuine taste for music, with classical music standing out the most. Affinity is also shown with artistic activities such as theater, architecture, painting, writing and various musical events, such as opera shows, concerts and musical theater.
Fado lovers are also avid readers, with a particular penchant for the work of Fernando Pessoa. Other authors, such as Luís de Camões, José Saramago or Sophia de Mello Breyner Andresen, are also important choices among this group.
The Fado Lovers are also fans of different types of cuisine. While French, Italian and Spanish (Mediterranean) cuisine are in the spotlight, more exotic options are also mentioned, such as Japanese, Chinese, Korean or Middle Eastern.
The members of this group are more attentive to social issues and concerns than the general public. Topics such as volunteering, ecology, human rights, politics, the environment and sustainability are the most motivating for this group.
A special interest in Fado is noticeable in Coimbra and Lisbon, as well as in the various districts of central and southern Portugal, such as Évora, Santarém, Beja, Setúbal and Portalegre, which have a higher proportion of Fado fans. Fado Loverscompared to the general population. This profile is more feminine (60%) and more mature than the national population average.
The analysis was carried out using the Digital Audience Profiler solution, a Nielsen tool designed to provide a deeper understanding of online audiences and optimize brands' marketing decisions. Digital Audience Profiler aims to meet the ultimate goal of understanding consumers as a key factor in leading effective marketing campaigns. Faced with an immense universe of audiences on social media platforms, how can brands find out what their consumers are looking for, what their interests are, what moves them and what is the easiest way to reach them? And how can they adapt their strategy in terms of targets identified, channels used and content developed?
Target segmentation and the definition of a reference audience as the object of study make it possible to obtain analytical results and relevant insights for implementing successful campaigns. Each brand or banner can, according to its specific objectives, define the audience to be studied based on sociodemographic variables and identified behaviors and interests. This profile is then analyzed in comparison with a reference universe, so that conclusions can be drawn about the specifics of the audience to be analyzed.
As João Otávio, Senior Client Development at Nielsen, explains, "The ease with which digital solutions can be used is not only seen among consumers, but also in the growing investment made by brands. The interest in this type of advertising vehicle is becoming more and more noticeable and, as a consequence, there is a need to be able to evaluate the effectiveness of the communication process, its return on brand visibility and its impact on the results achieved. Through quantitative data, Nielsen is now able to pinpoint exactly who the online audience is and the easiest way to reach them, by cross-referencing their demographic and behavioral characteristics."