据尼尔森数据显示，在此期间，流媒体占据广告支持电视的最大份额（46.4%），其次是有线电视（27.2%）和广播电视（26.4%）。
NEW YORK – December 9, 2025 – Fueled by football season, ad supported TV viewing in Q3 peaked in September, representing 74.7% of overall TV viewership in that month, per Nielsen’s new Q3 2025 Ad Supported Gauge. Across the full quarter (06/30/2025 – 09/28/2025), ad supported TV accounted for 72.9% of overall TV viewing, with streaming capturing 46.4% of the ad-supported viewing total, followed by cable (27.2%) and broadcast (26.4%).
值得注意的是，在此期间出现了一个现象：与整体收视情况类似，季节性因素也会影响广告支持型内容在总收视中的占比。例如，由于青少年群体正值暑假，7月成为全年流媒体消费最旺盛的月份之一，但广告支持型内容的收视却相对低迷——因为流媒体提供了更多免广告的观看选择。 而九月随着直播体育赛事（尤其是橄榄球）的回归，广播电视收视率强势反弹，推动广告支持型收视份额整体上升。
这些趋势在数据中得到了体现。流媒体广告份额在七月达到峰值（占广告支持类媒体总份额的48%）后，九月期间下滑3.6个百分点，降至44.4%；而广播电视广告份额则增长4.4个百分点，凭借强大的体育节目阵容跃升至29.1%。有线电视在该期间保持相对稳定。
另一项有趣的发现是，当观察18岁及以上成年人群体时，广告支持型电视的份额攀升至超过四分之三（75.1%），而流媒体份额则回落四个百分点至42.4%。这四个百分点的份额在广播电视与有线电视之间均等分配，使二者的份额分别提升两个百分点至28.4%和29.2%。
Now in its third edition, Nielsen’s Ad Supported Gauge, an extension of 测量仪, provides the industry with the broadest view of the portion of television that delivers advertising across broadcast, cable and streaming. These new insights provide advertisers and agencies with an essential, up-to-date view of opportunities to connect with consumers across ad-supported platforms.
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