Nielsen, a global leader in audience measurement, data and analytics, has announced the upcoming launch of Connected TV (CTV) insights within its Nielsen Ad Intel platform. Beginning in Q4 2025, organisations across Australia will gain comprehensive visibility into CTV advertising spend and ad creative coverage, enabling smarter, data-driven decisions in the country’s fast-growing streaming market.
The new Ad Intel CTV capabilities will give advertisers, agencies, publishers, and broadcasters a detailed view of competitor advertising strategies across major streaming platforms, including YouTube TV, Netflix, Prime, Hulu, Paramount, and others. This enhanced intelligence will help marketers track ad spend, analyse creative execution, and uncover trends as audiences increasingly shift to streaming.
By integrating CTV coverage into Ad Intel, Nielsen is providing the industry with its first holistic cross-platform competitive view—showing exactly how media investments are allocated across linear TV, digital, and CTV channels.
“The rapid shift of audiences to consuming content on Connected TVs is creating significant opportunities, but also increasing pressure on marketing budgets. By launching Ad Intel CTV, we’re giving Australian clients unmatched competitive intelligence. This means an understanding of where the CTV spend is being allocated, what sorts of creatives are being used on the CTV platform, giving media owners, agencies and advertisers a clear picture to better optimise for growth or efficiency,” said Monique Perry, Managing Director of Nielsen Pacific.
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“Video continues to dominate the media landscape, and the launch of Ad Intel CTV in Australia creates a critical new touchpoint for marketers to engage audiences precisely where they’re increasingly spending their time. With consumers rapidly embracing Connected TV, marketers must adapt quickly. By offering clarity on competitor spend and creative strategies in this emerging space, Ad Intel CTV ensures Australian brands and media owners can seize new opportunities, reach audiences effectively, and maximise returns in an increasingly video-driven world,” said Scott Gillham, Nielsen’s Executive Director of Media Pacific.
“Whether you’re an advertiser, agency, publisher, or broadcaster, by continuously monitoring competitor performance, marketers can quickly refine their creative strategies, cut wasteful spending, and optimise investments in high-performing ads. Ad Intel CTV reveals precisely how competitors place ads – whether in-app, browser, or Smart TVs – and highlights the creative tactics driving audience engagement. These insights enable clients to replicate proven successes, swiftly capitalise on emerging trends, and ultimately maximise ROI by running highly targeted, cost-effective campaigns that deliver greater revenue,” added Rose Lopreiato, Australia Commercial Lead for Nielsen Ad Intel.