Nielsen, a global leader in audience measurement, data, and analytics, has unveiled The Ad Supported Gauge, a new quarterly extension of its flagship The Gauge™ report. This latest addition offers an in-depth analysis of the television landscape, specifically focused on platforms that deliver advertising-spanning broadcast, cable, and streaming.
Designed to equip advertisers and media agencies with critical insights, The Ad Supported Gauge provides a clear, data-backed view of where and how consumers are engaging with ad-supported TV. As brands prepare for the 2025 TV Upfronts, these findings will be instrumental in shaping more targeted and effective advertising strategies.
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In the first quarter of 2025, ad-supported platforms accounted for 72.4% of total TV viewership, while ad-free options made up the remaining 27.6%. Traditional TV—including both broadcast and cable—held a combined share of 58% of ad-supported viewing, with each contributing roughly 29%.
“Every day our clients use our data to make informed decisions about their business. As we head into the Upfront, this ad supported layer to our industry defining Gauge report provides deeper levels of analysis to help guide advertising strategies,” said Karthik Rao, CEO of Nielsen.