Sydney - August 13, 2025 - Nielsen, a global leader in audience measurement, data, and analytics, today announced the upcoming launch of Connected TV (CTV) insights within its Nielsen Ad Intel solutions. Starting from Q4 2025 organisations in Australia will gain access to insights on CTV advertising spend and ad creative coverage.
Ad Intel CTV equips advertisers, agencies, publishers, and broadcasters with detailed insights into Australia's rapidly evolving CTV landscape, providing marketers with visibility into competitor advertising spend across major streaming platforms, including YouTube TV, Netflix, Prime, Hulu, Paramount, and more.
The integration of CTV coverage within Nielsen's Ad Intel is a milestone for the industry, offering marketers a complete cross-platform view of their competitors' media strategies, highlighting how ad spend is shifting among linear TV, digital, and CTV channels.
Monique Perry, Managing Director of Nielsen Pacific, said: The rapid shift of audiences to consuming content on Connected TVs is creating significant opportunities, but also increasing pressure on marketing budgets. By launching Ad Intel CTV, we're giving Australian clients unmatched competitive intelligence. This means an understanding of where the CTV spend is being allocated, what sorts of creatives are being used on the CTV platform, giving media owners, agencies and advertisers a clear picture to better optimise for growth or efficiency.
Scott Gillham, Nielsen's Executive Director of Media Pacific added: Video continues to dominate the media landscape, and the launch of Ad Intel CTV in Australia creates a critical new touchpoint for marketers to engage audiences precisely where they're increasingly spending their time. With consumers rapidly embracing Connected TV, marketers must adapt quickly. By offering clarity on competitor spend and creative strategies in this emerging space, Ad Intel CTV ensures Australian brands and media owners can seize new opportunities, reach audiences effectively, and maximise returns in an increasingly video-driven world.
Nielsen Ad Intel's Australia Commercial Lead, Rose Lopreiato, said: Whether you're an advertiser, agency, publisher, or broadcaster, by continuously monitoring competitor performance, marketers can quickly refine their creative strategies, cut wasteful spending, and optimise investments in high-performing ads. Ad Intel CTV reveals precisely how competitors place ads whether in-app, browser, or Smart TVs and highlights the creative tactics driving audience engagement. These insights enable clients to replicate proven successes, swiftly capitalise on emerging trends, and ultimately maximise ROI by running highly targeted, cost-effective campaigns that deliver greater revenue.
Ad Intel CTV will be available in Australia from Q4, 2025, reinforcing Nielsen's ongoing commitment to enhancing digital ad intelligence and cross-platform competitive insights.
To learn more about Nielsen's complete advertising intelligence solutions, 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)
Media Contact Dan Chapman
Assoc. Director, Communications, Nielsen APAC
dan.chapman@nielsen.com
+61 404 088 462
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