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The suite is scheduled to begin rolling out in early 2027. Nielsen plans to combine direct first-party streaming integrations from publishers with its national panels and third-party big data to provide reach and time-spent measurements at scale.

The figures show a market spanning global quick-service brands and established New Zealand takeaway options.

Under the updated system, Nielsen says SCR data delivery times have been reduced by up to 80 percent.

The addition enables advertisers to track CTV investment within their industries and identify the platforms and creative approaches attracting the greatest spending.

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

The enhancements take effect from August 31, with the exception of an update to Spanish-language universe estimates, which will be implemented on September 26.

Gracenote’s 2026 CTV advertising study found that 91 percent of programmatic traders surveyed said the lack of show-level data limits CTV advertising. Among media planners, 95 percent said show-level reporting would be valuable.

The co-viewing enhancement expands the use of Nielsen’s wearable measurement devices, which panelists wear on their wrists.

Gracenote’s content intelligence is designed to help Tubi and FOX One return relevant content and recommendations based on natural-language searches

Nielsen said the acquisition will combine its audience measurement and media intelligence capabilities with DoubleVerify's technology for media verification, viewability, brand suitability and invalid traffic detection.

The expanded offering now covers all measurable CTV inventory supported by Nielsen ONE Ads.

The company said the platform brings together fragmented advertising data into a single system, enabling users to access insights on competitor spending, creative activity and media trends while supporting faster decision-making.

Separate Nielsen Consumer & Media View (CMV) data found that 11.8 million Australians, or 51 percent of the population, take vitamins, while 41 percent purchase them at least once every three months.

As audiences continue shifting from traditional television to streaming services, advertising investment has not moved at the same pace.

The collaboration brings Triton Digital’s Podcast Metrics Demos+ dataset into the tool, allowing advertisers to plan and evaluate podcast campaigns alongside other media channels with greater consistency and comparability.

Nielsen is working with New Zealand businesses to improve how they approach international expansion, offering a market intelligence framework designed to support more informed and disciplined decision-making.

The move allows demographic audience delivery within four days of airing, replacing processes that previously took weeks and marking a shift in how local television campaigns are measured and optimised.

Outdoor retail brands in New Zealand are adjusting their advertising strategies as competition intensifies for a large and commercially valuable audience of outdoor enthusiasts, according to data from Nielsen.