Nielsen & Warner Bros. Finding Extend Measurement Partnership with Multi-Year Deal
NEW YORK – september 11, 2025 – Nielsen and Warner Bros. Discovery (WBD) today announced a new, multi-year agreement expanding their partnership for audience measurement across all WBD platforms.The deal provides WBD with enhanced big data and advanced audience capabilities.
WBD will continue to utilize Nielsen’s big data + panel offering as the standard for advertising sales transactions, including its upfronts and beyond. The partnership will also incorporate new services beginning in 2026, leveraging Nielsen’s advanced audience measurement tools.
“From streaming to linear and live to on demand, we give Warner Bros. Discovery the data they need to grow their business,” said Nielsen CEO Karthik Rao 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 has previously stated its commitment to a measurement-agnostic approach, meeting clients based on their preferred currency for transactions.
David Porter, head of ad sales data, insights, and research at Warner Bros. Discovery, emphasized the company’s focus on providing clients with reliable tools.”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 stated.
Nielsen’s national TV measurement combines panel data with data from 45 million households and 75 million devices, encompassing cable, satellite set-top boxes, and smart TVs. The Media Rating Council (MRC) accredited Nielsen’s big data + panel offering for national TV measurement earlier this year, a first for a hybrid panel/big-data product with person-level estimates.
Despite initial consistency challenges following its endorsement as the official currency, Nielsen remains the market leader in television measurement, according to multiple advertising buyers.
