Nielsen Announces New Report Breaking Out Ad-Supported TV Insights

Television supported by the ad consisting of 72% of all TV watching in the first quarter of 2025, according to Nielsen’s newly announced advertising measurement.

Thursday marked the launch of a new report from the audience provider, which will serve as an extension of existing insights into measures.

According to the inaugural report, Streaming TV makes just over 42% of all TVs that support the ad, while broadcasting and cables make up below 29%.

Compared to Nielsen’s current Measure I see, this means that the traditional TV makes up 56% of viewing that supports the ad, although it represents only 44% of the total viewership.

Moving forward, the advertising gauge will be posted on a three-month basis with a more detailed level of detail, Brian Fuhrer, SVP product strategy and thought leadership, he told a print at the briefing for breakfast on the day of starting.

“There is a lot of anxiety and expectation about it. We want to be sure that we really work with our clients really closely as we develop it,” Fuhrer said.

Monitoring the impact of ads

This new breakdown supported by ads is something that advertisers and agencies have long encouraged Nielsen to continue, Fuhrer said, so I can better invest advertisement consumption where these ads will have a greater impact.

However, developing technology and reporting possibilities took a lot of work in the last nine months, especially with regard to streaming.

Ideally, Nielsen will eventually be able to break an advertising expertise that supports ADs in relation to the non-Ada on the basis of a platform platform. But it is not yet, mostly out of respect for Nielsen’s clients – and certainly not before the season in advance, for Adexchanger for Adexchange, CEO of communications and marketing brands for Nielsen Carole Robinson.

Monitoring advertising intelligence

On Thursday, the printing director Nielsen Karthik Rao also shared that the company added CTV Insights to its ad Intel solution, which accompanies advertising advertising on different linear and digital TV channels.

Advertisers who use Nielsen ad In In In In Intel will now be able to follow CTV consumption on 4 different streaming platforms that represent 95% of the US market, with global expansion soon.

Rao also pointed out the momentum experienced by Nielsen One Ads, which was launched at the beginning of 2023 as a platform for a screen cross section to measure your advertising campaign.

“People just connect us with good OL ‘television ratings and we’re proud of that. But we’re doing many more things in the company,” Rao said.