Nielsen and Roku have announced an expanded multi-year strategic partnership aimed at advancing TV campaign measurement and analytics. This new phase will see Roku’s extensive TV data integrated into Nielsen’s advanced campaign measurement and outcome solutions.

Under the agreement, Nielsen will continue to use Roku’s large-scale TV data as part of its Big Data + Panel measurement for both Linear and Streaming Ratings in the United States. This integration is designed to provide advertisers with more accurate performance insights for campaigns running on Roku and across the broader TV ecosystem.

Additionally, Roku will gain access to Nielsen’s Streaming Platform Ratings, offering a comprehensive view of audience engagement across both subscription-based and ad-supported streaming services.

Ameneh Atai, General Manager of Audience Measurement at Nielsen, stated, “With our leadership in streaming measurement and this data from Roku, we are providing the most accurate view of what audiences are watching across all of TV. At Nielsen, we continue to see a shift toward ad-supported streaming services, with The Roku Channel leading the category. This partnership combines Nielsen’s expertise in streaming measurement with Roku’s industry leadership to deliver the granular insights and analytics marketers need to grow their brands and drive results.”

Sarah Harms, Vice President of Marketing and Measurement at Roku, added, “Our extended strategic partnership with Nielsen will help further our goal of a better TV advertising system, focused on interoperability and driving performance. Together, Roku and Nielsen will take streaming measurement to a new level, ensuring that advertisers and publishers have access to best-in-class measurement and insights.”

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