Nielsen and TikTok have announced a collaboration to integrate the popular social media platform into Nielsen ONE, Nielsen’s cross-media measurement tool. This initiative enables advertisers and agencies to directly compare campaign performance on TikTok with other platforms, spanning digital, connected TV (CTV), and traditional linear television for the first time.
The integration seeks to address a growing demand for comprehensive metrics in an increasingly fragmented media landscape, where audiences consume content across diverse devices and platforms. Nielsen, a leader in audience measurement and analytics, highlighted the significance of this step in enabling marketers to better understand TikTok’s unique role in reaching target audiences and optimizing media investments.
“In the dynamic video landscape, brands need to extend their reach beyond traditional channels. TikTok’s commitment to providing diverse measurement tools, including our integration with Nielsen ONE, enables advertisers to understand and leverage cross-media engagement, driving meaningful results,” – Jorge Ruiz, Global Head of Marketing Science TikTok.
What’s New and Why It Matters
The partnership uses cleanroom technology and Nielsen’s proprietary panels and data assets to offer independent reporting of demographic data within Nielsen ONE. By providing a holistic view of campaign performance, the tool aims to enhance advertisers’ ability to assess TikTok’s contribution to their overall media strategies.
As advertisers face challenges in measuring the incremental value of individual platforms in a fragmented ecosystem, Nielsen’s General Manager of Audience Measurement, Ameneh Atai, described the integration as “unlocking a significant piece of the puzzle.” Jorge Ruiz, TikTok’s Global Head of Marketing Science, noted that this move reflects TikTok’s commitment to providing robust measurement tools for cross-media engagement.
Broader Industry Context
The push for cross-media measurement aligns with broader shifts in marketing strategies, as brands increasingly demand transparency and accountability in advertising performance across platforms. With digital ad spend projected to surpass $600 billion globally by 2024, the need for accurate, cross-channel metrics is critical for marketers aiming to justify their investments.
For TikTok, the integration could further cement its position as a must-have platform for advertisers seeking to engage younger and highly interactive audiences. For Nielsen, this development reinforces its strategy of integrating big data and panel-based measurement, following its recent accreditation by the Media Rating Council for live streaming data.
What This Means for Marketers
By including TikTok in Nielsen ONE, marketers gain an opportunity to benchmark performance on one of the world’s fastest-growing social platforms against more traditional outlets. This could lead to more informed decisions about ad spend allocation and greater clarity on how TikTok contributes to multi-channel campaigns.
As Nielsen continues to expand its measurement capabilities across linear, digital, streaming, and CTV, this move highlights the ongoing shift toward more integrated and actionable audience insights, a critical need in today’s competitive advertising environment.