An estimated 124.9 million US viewers watched Super Bowl LX according to Nielsen’s Big Data + Panel measurement. NBC’s presentation of Super Bowl LX ranks as the second most-watched Super Bowl in history, behind the 127.7 million viewers who watched Super Bowl LIX in 2025. This is the first Super Bowl to be reported using […]

Ad-supported television represented 74.2 per cent of overall TV viewing across the US 2025, according to Nielsen’s newly released Q4 Ad Supported Gauge. This percentage marked the highest the medium hit throughout all of 2025. Compared to Q3 2025, ad supported viewing was also up 9 per cent, outpacing the 7 per cent increase in total […]

Tubi, Fox Corporation’s ad-supported streaming service, and Nielsen, thee specialist in audience measurement, have announced expanded strategic measurement as part of a new, multiyear partnership. Tubi now has access to Nielsen’s Audience Measurement and Streaming Platform Ratings, a view of how audiences engage with both subscription and ad-supported streaming services. Additionally, Tubi can access Nielsen’s […]

Nielsen is piloting a new methodology enhancement to more accurately account for co-viewing. The TV audience measurement specialist says this will better reflect the total viewership for programming – in particular live events.  The pilot programme will launch in the US with Super Bowl LX on NBC on February 8th and continue for high-profile sports […]

Nielsen, the specialist in audience measurement, data and marketing intelligence, and Hubbard Broadcasting has announced a multi-year partnership renewal in two major local television markets: Albany, New York (WNYT/NBC and WNYA/My4) and Albuquerque-Santa Fe (KOB 4). Nielsen will help these stations effectively transact with local and national advertisers as well as provide research-driven outcomes in […]

Nielsen, the specialist in audience measurement, data and marketing intelligence, has announced a renewed, multi-year deal with Gray Media. Nielsen will provide local television measurement across Gray Media’s entire US footprint in the 113 U.S. designated market areas (DMAs) where they own and operate local TV stations. Gray Media is one of the nation’s largest […]

Streaming viewership captured 47.5 per cent of US television in December 2025, beating the previous record of 47.3 per cent set in July 2025 to achieve the largest share of TV ever reported in Nielsen’s The Gauge – a snapshot of total TV and streaming consumption across the US. Streaming dominance in December was anchored […]

Nielsen’s Gracenote has announced that Bill Condon has joined the company as its first Head of Advertising Sales. In this role, Condon will be responsible for driving revenue across Gracenote’s advertising business, with a focus on accelerating adoption of its Content Connect CTV ad platform. Launched in December 2025, Content Connect brings Gracenote’s content intelligence into […]

A study from Nielsen reveals that the majority of Black audiences (67 per cent) surveyed pay more attention to ads in media that reflect their culture. In addition, Black audiences demonstrate loyalty and trust to the brands and influencers they believe in compared to other segments. Over half (52 per cent) of Black audiences agreed […]

Recent media coverage has promoted Prime Video’s January 10th NFL playoff coverage between the Green Bay Packers and the Chicago Bears as the most-watched NFL game ever on a streaming platform in the US. However, TVB – the not-for-profit trade association representing America’s local broadcast television industry – points out that a closer examination of […]