Nielsen expands Ad Intel with CTV data in Italy

The expansion allows clients to track CTV ad spending across major streaming platforms alongside linear TV, digital and other media channels covered by Ad Intel.

Nielsen has expanded its Ad Intel advertising intelligence product in Italy to include connected TV (CTV) coverage, giving marketers greater visibility into advertising investment across streaming and traditional media.

The data is designed to help marketers compare competitors’ media strategies and assess how spending is shifting between CTV, linear TV and digital channels.

Nielsen expands cross-platform ad intelligence in Italy

The CTV coverage provides insight into investment levels by industry and platform, allowing marketers to identify where competitors are allocating their budgets and which approaches are attracting investment.

Ad Intel also provides information on competitors’ creative and messaging, as well as how advertising is positioned across CTV platforms. Marketers can use these insights to inform media planning, creative development and campaign optimization.

Ad Intel tracks CTV spending across major platforms

The Italian coverage includes major services such as Amazon Prime Video, Netflix, Disney+, YouTube, DAZN, RaiPlay, Mediaset Infinity, Discovery Plus and NowTV, among others.

Nielsen first introduced the CTV coverage in Germany and the UK. The company is also rolling it out in France as part of its ongoing investment in expanding the digital capabilities of Ad Intel.

CTV reshapes Italy’s media landscape

Luca Bordin, Managing Director, Italy, Nielsen: "Italy’s media landscape is undergoing a major transformation, driven by rapid CTV adoption and a unique market mix where global streaming giants sit alongside highly popular domestic broadcasters. As audience attention fragments across linear TV, smart TV apps, and digital channels, Italian marketers need precise, unified data to understand where competitor ad dollars are moving and how to optimise their overall media strategy.

"Integrating CTV coverage into Nielsen Ad Intel provides Italian clients with an unprecedented view of competitive spend across the entire ecosystem—from Amazon Prime Video, Netflix, and YouTube to local strongholds like RaiPlay, Mediaset Infinity, and DAZN. Building on our momentum in Germany and the UK, this launch reinforces Nielsen’s commitment to equipping the Italian market with trusted, independent cross-platform intelligence that drives campaign effectiveness and maximises ROI."

www.nielsen.com

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