Nielsen, a global leader in audience measurement, has unveiled The Ad Supported Gauge, an extension of its renowned The Gauge™. This new quarterly report provides a comprehensive analysis of TV viewing on ad-supported platforms, including broadcast, cable, and streaming. With the 2025 TV Upfronts on the horizon, this report equips advertisers and agencies with critical insights to effectively engage with consumers across ad-supported platforms.
Findings from The Ad Supported Gauge:
- Ad-Supported TV Dominance in Q1 2025:
- In Q1 2025, 72.4% of TV viewing occurred on ad-supported platforms, compared to 27.6% on ad-free platforms. This demonstrates the continued strength and significance of ad-supported TV in the viewing landscape.
- Traditional TV (Cable & Broadcast) Contribution:
- Traditional TV platforms (cable and broadcast) account for 58% of total ad-supported TV viewing, holding steady at around 29% of total TV viewing, reflecting the ongoing relevance of these platforms.
- Streaming Platform Insights:
- The report’s insights are powered by Nielsen’s Streaming Platform Ratings and Streaming Meter, which provide more granular data on consumer behavior across ad-supported streaming platforms.
- Strategic Value for Advertisers:
- The Ad Supported Gauge provides valuable data for advertisers as they prepare for the 2025 TV Upfronts, offering a clear understanding of where to allocate resources for maximum reach and engagement with targeted audiences.
What This Means for Advertisers:
- Enhanced Decision-Making for TV Upfronts:
- With more comprehensive data on ad-supported TV, advertisers can make more informed decisions regarding where to place ads, ensuring higher ROI during the Upfronts season.
- Opportunities in Streaming:
- Streaming platforms are becoming an increasingly important avenue for ad-supported TV viewing, providing new opportunities to reach a wider, engaged audience.
- Shifting Viewing Trends:
- The shift toward ad-supported platforms suggests that advertisers may need to rethink their strategies, especially as consumer preferences continue to evolve towards streaming and digital-first content consumption.
As the media landscape continues to shift, Nielsen’s The Ad Supported Gauge offers valuable insights that help advertisers and agencies stay ahead of the curve. By tracking the rise of ad-supported TV across traditional and streaming platforms, this report equips industry professionals with the data they need to refine their strategies ahead of the 2025 TV Upfronts.
