Nielsen has introduced the Ad-Supported Gauge, enhancing its TV viewership metrics across traditional and streaming platforms. In the first quarter of 2025, 72.4% of TV viewing occurred on ad-supported platforms, significantly outpacing ad-free options. Cable and broadcast contributed to 28.9% and 28.7% of ad-supported views, while streaming captured 42.4%. Although detailed platform breakdowns are not yet provided, Nielsen plans future disclosures. Additionally, the company plans to track connected TV ad spending across 41 platforms, covering over 95% of the U.S. market. New partnerships with GroupM, Vayner Media, and Ocean Media support this expanded capability.
Nielsen's launch of the Ad-Supported Gauge shows that 72.4% of total TV viewing occurs on ad-supported platforms, highlighting the shift in viewer preferences.
Nielsen CEO Karthik Rao emphasized that the new ad-supported insights will provide deeper analysis to shape advertising strategies heading into the Upfront.
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