Global Scans · NLP · Weekly Summary

• Ad spend may decline: Total ad spend, monitored by Nielsen, has declined by a whopping 12.3% from 2023 FY to 2024 FY We do not expect total ad spend in 2025 FY to increase much, at most it would stabilize or grow slightly by 2-3%. Marketing Magazine
• With Nielsen measurement, Hubbard Broadcasting will have the most holistic view of its audiences to better serve advertisers and make critical programming decisions. Nielsen
• The Vizio agreement will create a period of exclusivity for data gathered on 400 US local stations that will then be processed by Vizio's Inscape Smart TV, and will allow Nielsen to access data from around 20 million smart televisions. Research Live
• In 2023, Nielsen One Ads is expected to expand further to include advanced audience and outcomes measurement to allow users to examine audience perspectives of and actions taken after an advertising campaign. Research Live
• Nielsen One Ads has been anticipated by marketers and media buyers, promising deduplicated measurement across linear TV, connected TV devices (i.e. Roku), mobile devices (like smartphones), and desktop computers. The Hollywood Reporter
• Nielsen ONE Ads will allow publishers to show the strength of their platforms and buyers of media to find the most efficient and effective places to advertise to reach the right audiences. Nielsen
• Nielsen ONE Alpha will be specific to ad campaigns, unveiling the first cross-platform measurement system of its kind that offers both comparability and audience deduplication across all screens (linear TV, connected TV, computer and mobile). Neilsen
• Later in 2024, advertisers will get access to Nielsen One Ads - Nielsen's updated measurement system - to measure their campaigns across several platforms including mobile, computer, linear TV and connected TV. Digiday
• Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen's long-standing TV ratings monopoly. Digiday
• Nielsen will be integrating Nextflix's first-party data along with its own panel-based measurement to create metrics for deduplicated cross-platform viewing metrics. Broadcasting+Cable
• Integrating Comcast's RPD alongside Nielsen's panel data will significantly enhance Nielsen's ability to comprehensively measure audiences across platforms and devices, including enabling linear addressable measurement for Nielsen's National TV service. Nielsen
• Nielsen has postponed approval of its Big Data data - viewing information from set-top boxes and smart TVs - for transaction purposes, which will be included in its national TV ratings service beginning next month. Media Post
• While WBD will still be using Nielsen's measurement services, the deal with VideoAmp gives it another data set, and the possibility of a more cost-efficient, stand-alone alternative for the future. CNBC
• 2023 stands to be another test-and-learn year as advertisers, agencies and TV networks sort out which measurement providers are ready to be relied upon as currencies, with Nielsen planning for Nielsen One to replace its legacy measurement system in 2024. Digiday
• Nielsen ONE Ads is the latest innovation in measurement, providing a consistent, comparable and deduplicated view of ads across screens, and will initially be available in the U.S. Nielsen
• To enable advertisers to understand how Netflix can reach their target audience, Nielsen will use its Digital Ad Ratings in the U.S. WORLD SCREEN
• Using Nielsen Digital Ad Ratings YouTube will now give advertisers the opportunity to maximize audience reach among specific target markets, based on vetted audience reach insights, in order to maximize your messaging. Social Media Today
• Roku (Nasdaq: ROKU), America's No. 1 TV streaming platform, will enable four-screen measurement for the first time across traditional TV connected TV, desktop, and mobile in Nielsen Total Ad Ratings. Nielsen
• Nielsen will be launching big data into its national TV measurement beginning in September, a major step towards the launch of Nielsen ONE, the forthcoming single, deduplicated solution for cross-media measurement. Neilsen
• The Nielsen ID System will help drive interoperability with the ecosystem, breaking down data silos and harmonizing audience data from third-party providers in its cross-media solution, Nielsen ONE. Nielsen
• With Nielsen becoming more vulnerable, a number of ad data companies that measure audiences saw an opportunity to replace them as a source for negotiating TV / videos ads. Forbes
• While TV networks, advertisers and agencies will incorporate alternative measurement providers into their upfront deals in 2022, their inclusion will be largely limited to tests, and Nielsen's measurements will be the currency on which upfront transactions are agreed to. Digiday

Last updated: 13 July 2025