Nielsen launches CTV Ad Spend Data into its UK Ad Intel product

UK launch set for September, following on from recent US and Germany releases

London - UK, July 14, 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 in the UK. 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 available in September, will unlock critical insight into advertising across CTV, which has become the fastest-growing ad channel. It will provide a comprehensive view of UK CTV ad spend across major platforms including All 4, Amazon Prime Video, Disney+, ITVX, My5, Netflix, Now, Amazon Freevee (formerly IMDb TV), Freeview, Sky(sky stream), Tubi, and U (formerly UKTV Play), 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: Marketers today grapple with a fragmented media landscape, struggling to allocate ad spend effectively and cut through the noise. Our Annual Marketing Report underscores this challenge, revealing that 56% of global marketers intend to increase their CTV spending in 2025 - a clear indicator of the channel's rising prominence. By integrating CTV coverage into our Ad Intel product, we're equipping clients with the most comprehensive advertising intelligence available. This empowers advertisers, agencies, publishers, and broadcasters to make smarter decisions, optimise their media strategies, benchmark performance, and significantly improve their ROI. The UK launch is a pivotal moment as we continue to roll out this capability across the EMEA region.

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

LINK:	https://www.nielsen.com/news-center/2025/nielsen-launches-ctv-ad-spend...
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