Nielsen, a global leader in audience measurement, data, and analytics, has announced the addition of Connected TV (CTV) coverage into its market-leading Ad Intel product. This further cements Nielsen’s position as the authority in cross-platform competitive intelligence, offering a more comprehensive view of CTV ad spending, and delivering on its commitment to provide deeper insights into the CTV advertising landscape.
Adding CTV coverage to Ad Intel, Nielsen’s comprehensive source of advertising intelligence, allows marketers and advertisers to understand the media landscape so they can effectively plan campaigns. This enhancement enables ad spend to be tracked across all major streaming platforms, alongside linear TV, digital, and other media types already available. This helps clients to understand a complete cross-platform view of their competitors’ media strategies, giving greater visibility into where they are investing, and how ad spend is shifting between linear TV, CTV, and other digital channels. Clients can then make more informed decisions regarding how CTV fits into the broader media mix.
This enhancement, which will be first available in Germany beginning in August 2025, before being rolled out in other EMEA markets, will unlock critical insight into advertising across CTV, which has become the fastest-growing ad channel. In Germany, this will provide a comprehensive view of CTV ad spend across major platforms including Amazon Prime Video, Netflix, YouTube, Disney+, RTL+, DAZN, Sky, Joyn, WOW, Waipu.tv, Pluto TV, amongst others. This addition is also part of Nielsen’s ongoing strategic investments in its Ad Intel product to improve and enhance digital coverage.
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Inam Mahmood, General Manager, EMEA, Nielsen, added: “In today’s dynamic media landscape, content consumption is constantly evolving across multiple platforms. Marketers face the challenge of deciphering where to spend their ad dollars effectively amongst this channel proliferation, to ensure stand out campaigns from competitors whilst also reducing marketing waste. Indeed, our recent Annual Marketing Report revealed that 56% of marketers globally plan to increase their CTV spending in 2025, showing just how important this channel is becoming.
“Therefore, by adding CTV coverage into our Ad Intel product, we are further enhancing the most comprehensive advertising intelligence in the market. This empowers advertisers, agencies, publishers, and broadcasters with actionable insights to maximise campaign impact and outsmart the competition. This is a significant milestone in our ongoing efforts to deliver cross-platform competitive intelligence, which enables our clients to make smarter decisions, optimise their media strategies, benchmark against competitors, and improve their ROI. Launching this in Germany is just the start for us across the EMEA region and more will follow in the coming weeks and months.”
SOURCE: Nielsen