The headline? That’s the message being shared on May 1 by Nielsen as it debuted “The Ad Supported Gauge,” a new quarterly report offering a comprehensive look at the segment of television that delivers advertising across broadcast, cable and streaming.
In Q1 of 2025, some 72.4% of TV viewing was on ad-supported platforms, compared to 27.6% for ad-free platforms.
At the same time, “Traditional TV” — defined as cable and broadcast — are tied at about 29% to account for 58% of total ad-supported TV.
“As we head into the Upfront, this ad supported layer to our industry defining Gauge report provides deeper levels of analysis to help guide advertising strategies,” Nielsen CEO Karthik Rao said.
The new insights are made possible by enhancements to Nielsen Streaming Platform Ratings leveraging the Streaming Meter, which is available to clients who subscribe. The Ad Supported Gauge provides a quarterly view of the landscape, with the next edition available ahead of the fall TV season.
