Nielsen launches CTV Ad spend data into its Italian Ad Intel product

Italy launch follows UK and Germany as Nielsen expands product across EMEA

Milan, Italy, September 9, 2026 - Nielsen, a global leader in audience measurement, data, and media intelligence, has today announced the addition of Connected TV (CTV) coverage into its market-leading Ad Intel product in Italy. 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

Smarter media planning: Use competitive and creative insights to adjust spend, strengthen creative messaging, and increase campaign effectiveness

This enhancement in Italy, which was first made available in Germany and the UK, will also now be rolled out in France, unlocking critical insight into advertising across CTV, which has become the fastest-growing ad channel. In Italy, this will provide a comprehensive view of CTV ad spend across major platforms including Amazon Prime Video, Netflix, Disney+, YouTube, DAZN, RaiPlay, Mediaset Infinity, Discovery Plus, and NowTV amongst others. This addition is also part of Nielsen's ongoing strategic investments in its Ad Intel product to improve and enhance digital coverage.

Luca Bordin, Managing Director, Italy, Nielsen, added: Italy's media landscape is undergoing a major transformation, driven by rapid CTV adoption and a unique market mix where global streaming giants sit alongside highly popular domestic broadcasters. As audience attention fragments across linear TV, smart TV apps, and digital channels, Italian marketers need precise, unified data to understand where competitor ad dollars are moving and how to optimise their overall media strategy.

Integrating CTV coverage into Nielsen Ad Intel provides Italian clients with an unprecedented view of competitive spend across the entire ecosystem-from Amazon Prime Video, Netflix, and YouTube to local strongholds like RaiPlay, Mediaset Infinity, and DAZN. Building on our momentum in Germany and the UK, this launch reinforces Nielsen's commitment to equipping the Italian market with trusted, independent cross-platform intelligence that drives campaign effectiveness and maximises ROI.

To learn more about Nielsen's complete advertising intelligence solutions, visit here.

About Nielsen Nielsen is a global leader in audience measurement, data and media intelligence. 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 contact Ben Gold, Director of Communications, EMEA

E: ben.gold@nielsen.com

M: +44 7816 252 017

Roberta De Martino, Industry Relations Director, EMEA and LatAm

Mail: roberta.demartino@nielsen.com

LINK:	https://www.nielsen.com/news-center/2026/nielsen-launches-ctv-ad-spend...
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