Nielsen Is Adding Addressable Ads to National TV Measurement in Major Shift

Company will begin sharing data from 55 million smart TV and set-top box devices next year

Two people watching TV
Addressable TV ad spend will reach an estimated $3.6 billion in 2022, a 75% increase from August 2020. Getty Images

For several years, networks and marketers alike have been trying to scale addressable advertising on linear TV, making only minimal progress. Now, Nielsen is about to supercharge those efforts in one of the company’s biggest moves in a decade.

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@jasonlynch Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.