Nielsen Adds CTV Coverage to Ad Intel in the UK

Nielsen will add coverage of Connected TV audiences into its Ad Intel product in the UK, starting from September, offering British-based clients a more comprehensive view of CTV ad spending.

The new data was recently added to the service in Germany and the US.

Ad Intel is Nielsen's solution for detailed advertising intelligence, allowing marketers and advertisers to understand the media landscape so they can effectively plan campaigns. The UK service will now track ad spend across all major streaming platforms, alongside linear TV, digital, and other media types - providing a fully cross-platform view of competitors' media strategies and ad spend, as well as the shifts between linear TV, CTV and other digital channels.

The new solution enables clients to track CTV investment in their own industry; understand what messaging and creatives competitors are using and how ads are positioned across different CTV platforms; break down ad performance in detail across different delivery methods - in-app, browser, and smart TV; and improve their media planning.

Platforms covered in the UK include All 4, Amazon Prime Video, Disney+, ITVX, My5, Netflix, Now, Amazon Freevee (formerly IMDb TV), Freeview, Sky (sky stream), Tubi, and U (formerly UKTV Play).

Inam Mahmood, the firm's General Manager EMEA, comments: 'Marketers today grapple with a fragmented media landscape, struggling to allocate ad spend effectively and cut through the noise. Our Annual Marketing Report underscores this challenge, revealing that 56% of global marketers intend to increase their CTV spending in 2025 - a clear indicator of the channel's rising prominence. By integrating CTV coverage into our Ad Intel product, we're equipping clients with the most comprehensive advertising intelligence available... The UK launch is a pivotal moment as we continue to roll out this capability across the EMEA region.'

Web home page: www.nielsen.com .