Nielsen adds CTV streaming data to media impact measurement

February 23, 2022

Nielsen is extending the coverage offered by its Nielsen Media Impact (NMI) media planning and optimization solution, to include streaming data from connected television sets (CTVs).

NMI, available both locally and nationally, is a planning system that allows users to understand reach, frequency and cross-media duplication, using advanced audience segments. Its enhancement, powered by data from Nielsen Streaming Platform Ratings, aims to enable advertisers, agencies and media owners to better understand the total cross-platform audience reach – across TV, digital, radio, print, outdoor and now streaming channels – in their media planning scenarios.

Streaming Platform Ratings uses human-powered panels and proprietary measurement technology to measure the content being streamed, the device used to stream, and the streaming source application. Additionally, the NMI enhancement is designed to help users find cost savings and determine the optimal media combinations to reach target audiences.

Jay Nielsen (pictured), Nielsen Senior Vice President, Planning Products, comments, “Nielsen is committed to helping the industry make data-driven decisions about their media plans that maximize efficiency and drive results. With TV streaming data now available directly in our media planning tool, clients can more easily reach advanced audiences and navigate a rapidly changing landscape with confidence that they are spending every dollar as efficiently as possible.

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