• by Karlene Lukovitz  @KLmarketdaily, February 23, 2022

Nielsen is adding connected-TV data from its Streaming Platform Ratings to its media planning and optimization tool, Nielsen Media Impact (NMI).

NMI’s cross-platform audience insights and analytics for media planning now include streaming channels, as well as TV, digital, radio, print and out-of-home.

“The ability to identify the incremental reach of streaming apps in the media planning process unlocks true cross-platform media planning so advertisers can capitalize and reach consumers regardless of device,” Nielsen said in its announcement. The addition "enables advertisers, agencies and media owners to find cost efficiencies and determine optimal media mixes to reach advanced audiences and achieve business goals."