Nielsen Is Adding Addressable Ads to National TV Measurement in Major Shift

Company will begin sharing data from 55 million smart TV and set-top box devices next year

For several years, networks and marketers alike have been trying to scale addressable advertising on linear TV, making only minimal progress. Now, Nielsen is about to supercharge those efforts in one of the company’s biggest moves in a decade.

Nielsen is adding addressable ad measurement to its national TV currency, the company said today. Its national TV panel of 100,000 people will expand to include 55 million smart TV and set-top box devices: DirecTV, Dish, Nielsen advanced video advertising and addressable campaigns on Vizio TVs that utilize Project

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