Nielsen has integrated Connected TV (CTV) ad spend data into its Ad Intel product in the UK, rolling out in September following launches in the US and Germany, thereby cementing its leadership in cross-platform advertising intelligence. By enabling advertisers to track CTV investment across major platforms-including Amazon Prime Video, Netflix, Disney+, ITVX, Sky Stream, Tubi, and more-alongside linear TV and digital channels, the upgrade offers a holistic, device-level view of competitors’ media strategies. This empowers marketers to pinpoint where budgets are shifting, optimize creative placement, and refine media planning with actionable insights.
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“Marketers today grapple with a fragmented media landscape, struggling to allocate ad spend effectively and cut through the noise,” remarked Inam Mahmood, General Manager, EMEA, Nielsen. “By integrating CTV coverage into our Ad Intel product, we’re equipping clients with the most comprehensive advertising intelligence available” . The expansion responds to a broader trend-56% of global marketers plan to increase their CTV spend in 2025—offering richer competitive intel and better ROI through smarter, cross-platform campaign strategies.