Nielsen is now supporting greater visibility of CTV spend, impressions and creative, with CTV monitoring in Ad Intel+, providing a single view across streaming, television, radio, outdoor, print, display and social.
The second biggest channel for the drinks category
Connected TV accounts for 22.3% of media share in the drinks category, behind out of home at 33.1% and well ahead of metropolitan television. According to IAB Australia’s 2024 Video Advertising State of the Nation report, fifty-five per cent of advertisers rate CTV as a major part of their advertising activity, ahead of mobile (46%) and desktop (47%), and two-thirds of agencies say it significantly extends the reach of their linear TV campaigns.
Ad Intel+ is a competitive advertising platform designed to provide the ability to search, view and analyse all above-the-line creative of alcoholic brands' media spend and creative messaging across TV, magazines, newspapers, radio, outdoor, general display and social media, which includes all available media spend, spots and creatives. The platform offers clients more comprehensive media spend, including the addition of regional television, out of home and cinema spend.
Every major streaming service in Australia
The new coverage takes in estimated ad spend, estimated ad impressions and creatives from the free-to-air broadcaster catch-up services, subscription services with AVOD tiers and other AVOD/free streaming services, across:
- 7plus
- 9Now
- 10
- SBS On Demand
- Amazon Prime Video
- Binge
- Disney+
- HBO MAX (MAX)
- Kayo
- Netflix
- Paramount+
- Stan
- Tubi
- YouTube (Smart TV)
Ads are captured as pre-roll, mid-roll and post-roll on VOD titles and during watch time on ad-tier platforms.
The data comes from a panel of 300,000 opt-in Smart TV panellists in Australia. Panellists consent to advertising content being extracted directly from the TV device, and monitoring runs 24/7 across TV, mobile and desktop. The panel spans manufacturers including LG, Samsung, TCL, Hisense, Roku TV and Google TV, as well as connected devices such as the Roku Streaming Stick and Amazon Fire Stick. That spread keeps the sample representative of how households actually watch.
The whole media mix in one view
Spend across CTV, linear TV and digital can now be seen in a single view rather than pieced together from separate sources. Placement can be compared across streaming platforms, which makes it easier to spot duplication and cut waste.
Competitor budgets can be benchmarked with the same level of detail already applied to television and out of home. Spending trends over time give a solid data-supported basis for recommending a shift towards CTV.
If you would like further information about pricing and this must-have data, please contact Rachel Wormald at rachelw@drinks.asn.au.