Nielsen, the US specialist in audience measurement, has launched The Ad Supported Gauge—a new extension of The Gauge.

The new quarterly report provides a comprehensive look at the portion of television that delivers advertising across broadcast, cable and streaming. With these new insights, advertisers and agencies can gain a view of opportunities to connect with consumers across ad-supported platforms ahead of the 2025 TV Upfronts, explained Nielsen.

In Q1 of 2025, 72.4 per cent of TV viewing was on ad-supported platforms, compared to 27.6 per cent for ad-free platforms. ‘Traditional TV’ (cable and broadcast) are tied at around 29 per cent to account for 58 per cent of total ad supported TV.

“Every day our clients use our data to make informed decisions about their business. As we head into the Upfront, this ad supported layer to our industry defining Gauge report provides deeper levels of analysis to help guide advertising strategies,” commented Karthik Rao, CEO of Nielsen.

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