在此期间，流媒体占据广告支持电视的大部分份额（45.6%），其次是广播电视（29.6%）和有线电视（24.8%）。
广告支持的电视收视率较上一季度增长9%
New York – February 4, 2026 – Ad supported television represented 74.2% of overall TV viewing in the fourth quarter 2025, according to Nielsen’s newly released Q4 Ad Supported Gauge.
This percentage marked the highest the medium hit throughout all of 2025.
Compared to Q3 2025, ad supported viewing was also up 9%, outpacing the 7% increase in total TV viewing, as football and young adults helped drive upticks.
观众在广告支持的观看时间中，45.6%用于流媒体，29.6%用于广播电视，24.8%用于有线电视。2025年第四季度，广播电视在所有广告支持的观看类别中实现了全年最大的季度增幅，增长22%，份额提升3.2个百分点。 橄榄球赛事成为广播电视增长的主要驱动力，体育节目收视率飙升135%，其在该类别的份额几乎翻倍至34%。
总体而言，广告支持的广播类别在25-34岁人群中增幅最大（增长41%），但18-49岁和25-54岁这两个关键年龄段也分别增长了31%和29%。
Now in its fourth 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.
关于尼尔森
Nielsen is 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 global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, 在 Facebook 上 和 Instagram).
媒体联系方式：
Elaine WongNielsen Communications
elaine.wong@nielsen.com
