Nielsen Launches CTV Intelligence for Australian Market in Q4 2025
Nielsen is set to launch its Connected TV intelligence capabilities within its Ad Intel solutions for the Australian market during Q4 2025. This move addresses specific challenges faced by Australian marketing professionals managing multi-platform campaigns, enabling competitive intelligence capabilities for benchmark analysis against industry peers.
The enhancement provides competitive advertising spend analysis across major streaming platforms including YouTube TV, Netflix, Prime, Hulu, and Paramount. It creates the first complete cross-platform view of competitor media strategies in the Australian market. This is particularly relevant as 56% of marketers globally plan to increase CTV spending in 2025, creating significant challenges for marketers attempting to understand competitive landscapes across fragmented viewing platforms.
Ad Intel CTV equips advertisers, agencies, publishers, and broadcasters with detailed insights into Australia's rapidly expanding Connected TV landscape. The platform launch addresses specific challenges faced by Australian marketing professionals managing multi-platform campaigns, enabling competitive intelligence capabilities for benchmark analysis against industry peers. The Ad Intel CTV platform provides three core intelligence areas: advertising spend tracking, creative coverage analysis, and placement intelligence. It leverages Nielsen's established measurement frameworks adapted for streaming environments, incorporating person-level data from panels exceeding 1.2 million individuals globally.
Monique Perry, Managing Director of Nielsen Pacific, emphasized the timing significance, stating that the shift of audiences to consuming content on Connected TVs is creating significant opportunities and increasing pressure on marketing budgets. The Ad Intel CTV platform is designed to help Australian marketers navigate this evolving landscape, providing them with the tools they need to make informed decisions and stay competitive in the rapidly changing media landscape.
