In today’s competitive and fragmented media environment, audience measurement alone is no longer enough. For Stacie De Armas, VP of Inclusive Insights at Nielsen, the true opportunity lies in combining media consumption data with behavioral and emotional, insights revealing not just what people are doing, but why they are doing it.

Nielsen, long regarded as the standard in audience measurement, has expanded its offering to provide a more complete view of today’s consumers. The integration of media metrics with detailed analysis of preferences, sentiment, and content interaction allows companies to make better decisions, forecast trends, and build strategies that resonate with what Nielsen identifies as growth audiences.

These audiences—young, dynamic, and rapidly shaping the direction of media consumption—require a more intentional and data-informed approach. For media companies, this means understanding which content attributes attract attention and how to develop or acquire the right formats. For advertisers, it’s about placing the right message in the right environment and understanding how audiences emotionally respond.

According to De Armas, meaningful measurement today is not just about reach, but about connection and impact. Nielsen supports brands in tracking key indicators such as:

Audience composition – Who is actually being reached

Engagement – How audiences are interacting with content or ads

Resonance – Whether messages connect on an emotional level

Impact – How impressions are converting into results

This level of insight helps brands move beyond generalized messaging and into strategies that are more precise, efficient, and effective. One of the biggest missed opportunities, De Armas notes, is failing to match a strong message with an equally strong and relevant environment. When authenticity aligns across both, engagement improves and so does ROI.

“Don’t hesitate,” De Armas advises marketers. “If you’re focused on growth, these audiences are where that growth is happening. They are shaping consumption habits, content trends, and long-term brand value. Understanding how to reach and engage them is no longer optional, it’s essential.”