Today, Nielsen and Warner Bros. Discovery (WBD) announced a new multi-year measurement deal, covering measurement for all of WBD platforms. This new deal expands the partnership between the two companies as the media conglomerate gains key big data and advanced audience capabilities.
WBD will continue to use Nielsen’s big data + panel offering as currency for its ad sales transactions, including its upfronts and beyond. It will also take on new services in 2026, tapping into the measurement company’s advanced audience capabilities.
“From streaming to linear and live to on demand, we give Warner Bros. Discovery the data they need to grow their business,” Nielsen CEO Karthik Rao said in a statement. “We’re thrilled to extend our partnership so that we can deliver accurate data for Warner Bros. Discovery and our mutual advertising clients.”
WBD’s ad sales leaders previously told ADWEEK that the company is measurement-agnostic, meeting clients on whatever currency they want to transact in.
In a statement, David Porter, head of ad sales data, insights, and research at Warner Bros. Discovery, noted the company’s priority is providing clients with reliable tools and insights to maximize their campaign effectiveness.
“As the industry continues to accelerate currency innovation and optionality across the marketplace, Nielsen’s robust measurement capabilities will deliver our partners smarter data and solutions to better capture performance and viewership across all screens, further optimizing the impact of their ad spend and inventory,” Porter said.
Nielsen’s big data + panel national TV measurement combines the firm’s panel measurement with data from cable, satellite set-top boxes, and smart TVs across 45 million households and 75 million devices. Earlier this year, the Media Rating Council (MRC) announced that it was accrediting Nielsen’s offering for national TV measurement, marking the first time the organization had accredited a hybrid panel/big-data product that’s inclusive of person-level estimates.
Although Nielsen’s panel + big data product experienced consistency issues in its first year as Nielsen’s officially endorsed currency, multiple buyers previously told ADWEEK, the company remains the market leader in currency and measurement.