Warner Bros. Discovery to add key Big Data and Advanced Audience capabilities from Nielsen
Nielsen's Big Data Panel Used as Currency for Warner Bros. Discovery Ad Sales Transactions
New York September 11, 2025 Warner Bros. Discovery and Nielsen, a global leader in audience measurement, data and analytics, have signed a new, long-term, multi-year deal, effective immediately. The pact covers measurement for all Warner Bros. Discovery platforms across linear and streaming.
As part of the new deal, Warner Bros. Discovery will expand its partnership with Nielsen, taking on new services in 2026 that will tap into Nielsen's Advanced Audience capabilities. Warner Bros. Discovery will continue to use Nielsen's Big Data Panel as currency for this Upfront and beyond.
As our industry leading reports show, Warner Bros. Discovery is one of the top media companies in the world, consistently delivering hits for fans across every platform, said Karthik Rao, Nielsen CEO. Nielsen is the only company that can deliver measurement for every way that fans watch their shows, across all platforms. From streaming to linear and live to on demand, we give Warner Bros. Discovery the data they need to grow their business. We're thrilled to extend our partnership so that we can deliver accurate data for Warner Bros. Discovery and our mutual advertising clients.
At WBD, our priority is to provide clients the most reliable tools and actionable insights to better reach their audiences and maximize their campaigns' effectiveness, said David Porter, Head of Ad Sales Data, Insights, and Research at Warner Bros. Discovery. As the industry continues to accelerate currency innovation and optionality across the marketplace, Nielsen's robust measurement capabilities will deliver our partners smarter data and solutions to better capture performance and viewership across all screens, further optimizing the impact of their ad spend and inventory.
The deal comes on the heels of a number of Nielsen innovations. In January 2025, Nielsen was accredited for Big Data Panel measurement, following its November 2024 announcement of its accreditation for a first-party live streaming solution. Big Data Panel is being used as currency for Upfront transactions for the first time this year. And Nielsen continues to be the premier source of streaming TV measurement.
About Warner Bros. Discovery US Advertising Sales Warner Bros. Discovery US Advertising Sales (WBDAS) represents the most complete and differentiated collection of brands in North America, including Max, HBO, TNT, Discovery, TLC, Food Network, CNN, HGTV, DC, Adult Swim, and Warner Bros. Leveraging industry-leading IP across scripted, unscripted, news, movies, sports, and more, WBDAS offers advertisers unparalleled access to key demographics and high-engagement environments across every network and platform at the company. With a dynamic suite of platform and distribution channels, WBDAS creates curated and innovative partnerships for brands across streaming, digital, and linear to unlock the full potential of the OneWBD ecosystem. Data-driven insights and cutting-edge technologies enable WBDAS to deliver innovative, cross-platform advertising solutions, helping advertisers authentically connect with valuable audiences. WBDAS is part of WBD's Revenue and Strategy Division.
To learn how Warner Bros. Discovery US Advertising Sales elevates brand storytelling, please visit here.
About Nielsen Nielsen 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).
Contacts Jake Urbanski
Nielsen Communications
Jake.Urbanski@Nielsen.com
Cara Brugnoli
Warner Bros. Discovery
Cara.Brugnoli@wbd.com
Carole Robinson
Nielsen Communications
Carole.Robinson@nielsen.com
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Warner Bros. Discovery to add key Big Data and Advanced Audience capabilities from Nielsen
