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Nielsen launches Total Ad Ratings in South Korea measuring audiences across TV and Digital platforms

3 minute read | February 2023

Empowering advertisers and agencies to optimise their campaign investments and ROI with cross-media ad measurement

Seoul, South Korea – 7 February 2023 – Nielsen has today announced the launch of cross-media ad measurement Total Ad Ratings (TAR) in South Korea, to deliver independent and actionable reporting for deduplicated audience reach across TV and digital platforms (computer, mobile and tablet). 

Total Ad Ratings couples comprehensive Digital Ad Ratings (DAR) data with Nielsen TV Ratings data to deliver reporting of deduplicated audiences across TV and digital, with resilient measurement of digital properties.

With the integrations that Nielsen Digital Ad Ratings has with Google, Nielsen is able to measure YouTube ad inventory and provide independent audience reporting across digital platforms. As advertisers continue to look for holistic measurement across all video, Nielsen’s ability to measure inventory on two major channels in Total Ad Ratings is key to providing cross-platform metrics that media buyers and sellers can transact upon. 

As audiences engage with advertising across more devices and platforms than ever before, it has become increasingly difficult for media buyers and sellers to understand total reach. Deduplication is essential for identifying the true unique audience reach and effectiveness of an ad campaign. An individual could see the same ad multiple times across multiple platforms. If a viewer saw an ad on their TV, computer, and tablet, it is important to count each platform exposure, while reporting one viewer across all three platforms. 

Key Benefits:

YongHoon Cha, Associate Director, Nielsen South Korea said “Marketers can now better evaluate and optimise their campaigns by leveraging Nielsen’s measurement of inventory on two major channels in TAR in a comprehensive manner, and advertisers can reduce waste and help ensure that relevant ads are delivered to the right audiences across TV and digital platforms . 

“We are pleased that YouTube measurement within Nielsen’s Total Ads Rating solution is expanding to Korea.  We firmly believe independent measurement helps the industry better navigate an increasingly fragmented media landscape,” said Harrison Kim, Country Director, Google Korea. “With better tools from measurement from companies  like Nielsen, advertisers can be more strategic about their investments.

The launch of Total Ad Ratings in select markets is a critical step in delivering trusted, deduplicated metrics across all platforms and publishers and is the foundation of our global cross-media strategy.

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at and connect with us on social media (Twitter, LinkedIn, Facebook and Instagram). 


Kyoji Nakao