Did you know Nielsen has two different Gauge reports?

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I am currently doing some research on the gap between CTV viewing share and CTV advertising exposure.

The numbers are interesting.

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Streaming continues to capture a significant share of television viewing,

but its share of advertising exposure is still far below that of traditional broadcast and cable.

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While researching this, I came across something I hadn't seen before.

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Nielsen has an Ad Supported Gauge.

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Launched in May 2025, it's different from the traditional Nielsen Gauge report you may be accustomed to seeing.

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The traditional Gauge measures total television viewing, including ad-free streaming.

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The Ad Supported Gauge focuses specifically on viewing through ad-supported television platforms.

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It's an important distinction, particularly for advertisers.

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However, I still have two concerns with Nielsen's methodology:

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1. Changing methodology. Nielsen has made adjustments to how viewing is measured and categorized, making consistent comparisons over time more difficult.
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2. How streaming distribution is credited. When viewers watch traditional broadcast or cable networks through streaming services, Nielsen generally credits that viewing to broadcast or cable rather than streaming. In my view, that understates streaming's actual footprint as a television delivery platform.
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Interestingly, while the numbers change, the overall picture doesn't change dramatically. Streaming still represents a substantial share of ad-supported television viewing.

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Here's where you can find Nielsen's Ad Supported Gauge:

https://www.nielsen.com/data-center/the-gauge/

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The gap between where audiences are watching television and where advertising exposure is occurring remains significant.

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I'll be watching that gap closely as advertisers continue shifting more of their investments toward CTV.

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More to come.

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