Initial enhancement comes in Germany, before roll out in further EMEA markets
LONDON, UK June 23, 2025 Nielsen, a global leader in audience measurement, data, and analytics, has today 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.
Other benefits include:
Track CTV investment in your industry: Identify which platforms and creative approaches are driving the most CTV investment - to identify gaps and opportunities in advertising strategies
Creative and placement insights: Understand what messaging and creatives competitors are using and how ads are positioned across different CTV platforms
Device-level precision: Get a detailed breakdown of ad performance across different delivery methods - in-app, browser, and smart TV - to refine targeting and maximise ROI
Smarter media planning: Use competitive and creative insights to adjust spend, strengthen creative messaging, and increase campaign effectiveness
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.
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.
To learn more about Nielsen's complete advertising intelligence solutions, visit here.
About NielsenNielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences-now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Press contactBen Gold, Director of Communications, EMEA
E: ben.gold@nielsen.com
M: +44 7816 252 017
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