TikTok has formed a partnership with Nielsen that will allow advertisers and agencies to directly compare ad performance on TikTok across all screens, including digital, CTV, and linear. Nielsen says the partnership will allow advertisers to get a better understanding of TikTok’s contribution to audience reach, while also helping them better place their ads across various media.
The company notes that capturing audience engagements on TikTok is critical, as people move across different platforms and devices. Nielsen says it’s equipped to deliver cross-media measurement via Nielsen ONE, a platform that provides insights into audience measurement across platforms.
“Amidst a fragmented ecosystem, advertisers are increasingly challenged to understand and substantiate the incremental value of each element of their media plan,” said Ameneh Atai, GM of Audience Measurement at Nielsen, in a press release. “Integrating TikTok into Nielsen ONE unlocks a significant piece of the puzzle, providing much-needed clarity and ultimately helping advertisers make the most informed decisions as they plan and measure their cross-platform and publisher campaigns.”
TikTok’s global head of Marketing Science, Jorge Ruiz, said in a statement that brands need to extend their reach beyond traditional channels and that TikTok’s integration with Nielsen ONE enables advertisers to understand and leverage cross-media engagement.
It’s worth noting that this isn’t the first time Nielsen has partnered with an entertainment platform to measure cross-media analytics using Nielsen ONE.
The company’s first media partner for the tool was YouTube, as Nielsen announced back in 2022 that advertisers would be able to compare YouTube reach from computer, mobile, and CTV to linear TV. A few months later, Nielsen debuted a partnership with Roku to track cross-media viewership.
Nielsen currently also has a three-year agreement with Amazon Prime Video to measure viewership of the streaming service’s exclusive NFL Thursday Night Football telecasts.
