Nielsen, a leader in audience measurement and advertising analytics, has unveiled a major enhancement to its Ad Intel platform by incorporating Connected TV (CTV) coverage. This update enables marketers and advertisers to gain a holistic view of the evolving media landscape, allowing them to make strategic campaign decisions across multiple platforms. By tracking ad spending on leading streaming services as well as traditional TV and digital channels, clients can now analyze cross-platform competitor activity and optimize their media investments. The new feature will debut in Germany starting August 2025, before expanding across other EMEA markets. With global marketers increasingly prioritizing CTV investment, this development marks a key milestone in Nielsen’s ongoing commitment to delivering advanced, actionable advertising intelligence.

New Era of Cross-Platform Advertising Intelligence Begins with CTV Integration

In a significant move toward modernizing advertising analytics, Nielsen has announced the integration of Connected TV (CTV) data into its Ad Intel solution. This advancement allows advertisers to monitor and evaluate ad spend across a wide range of platforms, including top-tier streaming services such as Prime Video, Netflix, YouTube, Disney+, RTL+, DAZN, Sky, Joyn, WOW, Waipu.tv, Pluto TV, and more. The expanded tool offers detailed insights into how competitors are allocating budgets across linear TV, CTV, and digital channels, empowering brands to refine their strategies accordingly. Initially launching in Germany in August 2025, the update is part of a broader regional rollout planned across EMEA. As consumer viewing habits continue to shift toward streaming, Nielsen’s latest innovation positions itself at the forefront of cross-channel advertising intelligence, offering a unified perspective that supports smarter, data-driven marketing decisions.

The introduction of CTV metrics within Ad Intel arrives at a pivotal moment for the advertising industry. As Inam Mahmood, General Manager for EMEA at Nielsen, explained, today's marketers must navigate an increasingly fragmented media environment. With nearly 60% of global advertisers planning to boost their CTV budgets next year, understanding where and how competitors are investing becomes essential for crafting impactful campaigns. This upgrade not only addresses that need but also aligns with Nielsen’s mission to provide the most robust and actionable competitive intelligence available. By equipping agencies, publishers, and brands with real-time, cross-platform visibility, Nielsen is enabling smarter resource allocation, stronger benchmarking, and improved return on investment. The launch in Germany serves as a foundational step toward a wider regional expansion, signaling a new chapter in how advertising performance is measured and optimized in the streaming age.