iWorld
Nielsen Media Impact to include streaming data from connected TV
Mumbai: Nielsen will expand coverage offered by Nielsen Media Impact (NMI), a national media planning and optimisation solution, to include streaming data from connected television sets (CTV). This NMI enhancement, fuelled by Nielsen’s Streaming Platform Ratings data, will allow advertisers, agencies, and media owners to better understand the full cross-platform audience reach of TV, digital, radio, print, out-of-home, and now even more robust streaming channels in their media planning scenarios.
The ability to identify the incremental reach of streaming apps in the media planning process unlocks true, cross-platform media planning so advertisers can capitalise and reach consumers regardless of device. With media consumption habits changing and a growing portion of viewing happening on streaming apps, it’s critical for marketers to plan across the platforms that consumers utilise the most in order to reach the right audiences and improve ROI.
According to Nielsen’s latest The Gauge report, consumers are spending an average of 180 billion minutes per week streaming content. The addition of streaming data to NMI gives advertisers, agencies and media owners the most complete view of their plans’ footprints. This enhancement enables advertisers, agencies, and media owners to find cost efficiencies and determine optimal media mixes to reach advanced audiences and better achieve business goals.
Now, advertisers and agencies can execute against more granular plans and optimisation models that showcase the full scope of investment scenarios across every media platform, enabling them to better reach their target audiences on the right platforms, at the right time, with the right message.
“Nielsen is committed to helping the industry make data-informed decisions about their media plans that maximise efficiency and drive results,” Nielsen SVP planning products Jay Nielsen. “With streaming data from the TV glass now available directly in our media planning tool, clients can more easily reach advanced audiences and navigate the fast changing landscape with the confidence that they’re spending every dollar as effectively as possible.”
Nielsen is capable of providing app-level streaming data in NMI, which is fuelled by Nielsen’s Streaming Platform Ratings data. Nielsen Streaming Platform Ratings provides a macro view of how consumers engage with various streaming platforms. Using people-powered panels and proprietary metering technology, it measures what content is streamed, the device used to stream and the streaming source application.
iWorld
Google, Tiger Telly unveil IPL-set micro-drama A Perfect Match
Six-part series blends romance and search tech amid cricket frenzy
MUMBAI: Google has extended its collaboration with Tiger Telly to launch A Perfect Match, a six-part micro-drama rolling out through the ongoing Indian Premier League season.
The campaign unfolded with a breadcrumb trail of intrigue, starting from a cryptic manuscript tease by Zoya Akhtar, followed by behind-the-scenes glimpses featuring Ishaan Khatter and Sara Arjun. The first chapter dropped over the weekend, introducing Kabir and Navya, whose first date takes an unexpected turn with a timely assist from Google Search.
Set against India’s enduring love affair with cricket, the series blends a light romantic narrative with everyday technology use. Five more episodes will roll out during the IPL season, building a story that is equal parts flirtation and functionality.
Written by Zoya Akhtar and directed by Arjun Varain Singh, the project continues the creative partnership within Tiger Baby. Singh, who previously directed Kho Gaye Hum Kahaan, returns to helm a story that leans into intimacy and relatability while quietly showcasing Google’s search capabilities.
The performances by Khatter and Arjun anchor the narrative in authenticity, making the tech integration feel less like a feature and more like a natural part of modern relationships.
Speaking about the collaboration, Tiger Telly writer & executive producer Zoya Akhtar said, “At Tiger Telly, we have always chased stories that live in the quiet, real moments, and A Perfect Match does exactly that. Two people, the excitement of the IPL, and Ishaan and Sara bringing something so genuine to it that it surprises you. It’s been great to collaborate with Google again as their allies in brand storytelling.”
Director Arjun Varain Singh added, “Delighted to have been a part of this project with Tiger Telly and Google. I have long admired Zoya and Reema and the stories they’ve consistently empowered. Working with Sara was a total joy and we had a blast shooting for the films.”
Positioned as an end-to-end creative studio, Tiger Telly continues to expand its footprint across branded storytelling, from commercials to long-form content, working with brands including Google, Vivo and Nykaa.
With A Perfect Match, the collaboration strikes a neat balance between romance and relevance, proving that even in the middle of cricket mania, there is room for a little love story powered by search.
