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Cross-media ad measurement transformation in Asia

3 minute read | September 2021

Nielsen enhances Nielsen Total Ad Ratings

September, 1, 2021 – Nielsen has enhanced cross-media ad measurement in Thailand, Indonesia, Philippines and Taiwan by transforming its Total Ad Ratings (TAR) methodology. 

TAR is designed to deliver deep insights into de-duplicated audiences exposed to advertising across devices (smartphones, tablets, computers, and television). It offers advertisers independent and actionable audience data for their campaigns, coupled with age and gender demographics, deduplicated campaign reach, frequency and GRPs. 

To address increasing market demand for comprehensive digital and television coverage in cross-media advertising measurement solutions, Nielsen has transformed its TAR methodology to help position its solution for the future. This revised methodology enables greater market coverage and reduces the extent of reliance on any one external source of data in Thailand, Indonesia, Philippines, and Taiwan.

As marketers continue leaning into new tools and technologies to prepare for a world without third-party cookies, measurement services now need to establish new ways to identify devices and the people who use them. This must be done in a manner consistent with applicable privacy requirements. Nielsen’s TAR transformation helps to provide a more future-ready methodology that is people centric and leverages critical inputs from independent media trading currencies including Nielsen TV Ratings and Nielsen Digital Ad Ratings.

Annette Kunst, Regional Managing Director South East Asia, Nielsen said “Nielsen is committed to unlocking the power of audiences. Since TAR launched in 2018, Nielsen has invested in the tools, systems, capabilities and partnerships to underpin media buying and selling in countries. Nielsen’s global Nielsen ONE vision, a single, cross-media solution to drive more comparable and comprehensive metrics across platforms, is the roadmap to get us there.”

The enhanced TAR methodology is powered by a proprietary Nielsen model informed by a robust and representative single source of media consumption behaviours. This approach allows Nielsen to produce audience duplication, with better market coverage, while incorporating established media currency metrics that are widely adopted in the market.

“Providing high quality cross-platform audience measurement is core to our mission, and we’re excited to enhance our Total Ad Ratings product to do just that. Nielsen remains committed to measuring the total audience, regardless of what screen they’re on.” Annette Kunst, Regional Managing Director South East Asia, Nielsen concluded. 

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a leading global data and analytics company that provides a holistic and objective understanding of the media industry. With offerings spanning audience measurement, audience outcomes and content, Nielsen offers its clients and partners simple solutions to complex questions and optimizes the value of their investments and growth strategies. It is the only company that can offer de-duplicated cross-media audience measurement. Audience is EverythingTM to Nielsen and its clients, and Nielsen is committed to ensuring that every voice counts.

An S&P 500 company, Nielsen offers measurement and analytics service in nearly 60 countries. Learn more at or and connect with us on Twitter, LinkedIn, Facebook and Instagram.



Minami Nan


Sophie Millington