Nielsen Enhances Japan's 4-Screen Report with Connected TV Insights

Nielsen Expands 4-Screen Report with Connected TV

On August 3, 2026, Nielsen, a global leader in audience measurement and media intelligence, announced the expansion of its 4-Screen Report in Japan to include all Connected TV (CTV) inventory measurable through Nielsen ONE Ads. This update marks a significant enhancement following the initial launch of the 4-Screen Report in June of this year, which included YouTube data across computers, mobile devices, and television.

Previously, the 4-Screen Report focused primarily on YouTube's data across computers and mobile platforms, allowing comparisons to traditional television metrics. However, with the latest upgrade, media buyers and sellers can now assess the reach of campaigns across computers, mobile devices, CTV, and television without being limited to just YouTube's inventory. This comprehensive view enables advertisers, agencies, and media owners to gain insights into their integrated reach across various platforms, facilitating better comparisons with traditional television advertising.

Matty Lin, the APAC Regional Sales Leader at Nielsen, emphasized the growing trend among Japanese advertisers to plan cross-platform campaigns spanning traditional television, digital video, and CTV as part of a unified audience strategy. He stated, "By extending the 4-Screen Report to include measurable CTV inventory, we provide a clearer perspective on campaign reach, frequency, and incremental audiences across the media landscape. This is a crucial step towards true cross-media measurement through Nielsen ONE."

The updated report will include key metrics such as unique audiences, audience reach, average frequency, and Gross Rating Points (GRP), enriching advertisers' ability to evaluate campaign performance. Moreover, total impressions will incorporate co-viewing data, which supports clients in assessing how well their impressions are performing.

Initially, the enhanced data will be made available in offline reports, ensuring that no campaigns are fragmented due to this upgrade. Active campaigns that already have Nielsen's measurement capabilities will seamlessly include related CTV inventory within the 4-Screen Report, even if the measurement has not yet been activated.

This expansion allows Nielsen ONE Ads to nearly encompass all measurable inventory. Nielsen aims to provide reliable and comparable measurements across platforms while eliminating duplication. This aligns with their goal to empower media buyers and sellers to make informed decisions about where to invest, how to manage frequency, and how effectively campaigns are reaching audiences across screens.

As a globally recognized leader in audience measurement and analysis, Nielsen helps clients build lasting connections with audiences across all channels and platforms. For more details, visit www.nielsen.com or connect with them on social media platforms like X, LinkedIn, YouTube, Facebook, and Instagram.

Contact Information

For inquiries regarding this update, please reach out to:
Dan Chapman
Associate Director, Communications, Nielsen APAC
[email protected]
+61 404 088 462

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