Nielsen and Roku Join Forces to Fix TV Ad Measurement

Nielsen and Roku are expanding their partnership to integrate Roku's first-party viewer data directly into Nielsen's measurement suite, a move aimed at creating a more accurate and de-duplicated currency for advertising across both streaming and linear TV.

• The 21% solution: The pact gives Nielsen access to data from Roku's massive footprint, which accounts for over 21% of all U.S. TV viewing time. In exchange, Roku gains access to Nielsen’s Streaming Platform Ratings, giving it a third-party-validated view of its competitive position in the crowded streaming market.

• Solving the headache: The agreement is a direct shot at solving the industry's biggest headache: fragmentation. "This strategic partnership... addresses a timely industry need: granular insights and analytics that marketers need to grow their brand as well as drive results,” said Ameneh Atai, GM of Audience Measurement at Nielsen.

• Follow the ad money: The deal cements Roku's role as an indispensable advertising platform and highlights the dominance of ad-supported viewing, which now accounts for about 70% of all streaming time. "Our extended strategic partnership with Nielsen will help further our goal of a better TV advertising system, focused on interoperability and driving performance," said Sarah Harms, Roku's Vice President of Marketing and Measurement.

The move builds on a relationship that has been getting cozier for years, notably since Roku acquired Nielsen's Advanced Video Advertising business in 2021. Both companies are betting that by combining their strengths, they can create the unified currency the TV ad market has been desperate for.

The Roku deal comes as Nielsen's measurement technology gains real-world traction. Its Big Data + Panel system, the same engine powering the Roku integration, is now being used as currency for Upfront transactions for the first time this year, a key step in validating the tech for major advertising negotiations.