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3d ago

Nielsen Unveils Ad-Supported Gauge Report, Highlighting 72.4% of TV Viewing on Ad-Supported Platforms

The new quarterly report integrates ad-supported data across broadcast, cable, and streaming, with 41 platforms covered and new ad spend tracking capabilities launched.

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Overview

  • Nielsen's Ad-Supported Gauge report shows 72.4% of TV viewing in Q1 2025 occurred on ad-supported platforms, compared to 27.6% on ad-free platforms.
  • Streaming accounted for 42.4% of ad-supported viewing, while cable and broadcast each contributed approximately 29%.
  • At launch, the report covers 41 streaming platforms, representing over 95% of the U.S. connected TV market.
  • The initiative introduces a new feature to track connected TV ad spend alongside linear TV and digital channels for integrated media planning.
  • Nielsen plans to include individual platform breakdowns in future reports, with the next edition expected before the fall TV season.