This new offering helps solve for the need to move beyond traditional audience demographic segments as the industry shifts towards an addressable driven future.
New York, February 25, 2026 – Nielsen, a global leader in audience measurement, data and marketing intelligence, today announced that it has introduced more than 200 new advanced audiences segments. They are available immediately via the company’s cross-media planning and measurement solution, Nielsen ONE.
The new segments, which draw on Nielsen’s consumer insights solutions arm, Scarborough, cover many of today’s key advertising categories, such as automotive, retail, lifestyle, political and even media habits (consumers of local news, heavy radio listeners, heavy social media users, and more).
From a big picture perspective, this expansion is a strategic response to the industry’s urgent demand for addressability and interoperability at scale. Pairing Scarborough’s national consumer dataset with Nielsen ONE’s cross-media insights creates a marketing intelligence platform that gives clients everything they need to understand their audience in one place. Streamlining this process helps facilitate a more efficient ad marketplace by ensuring that media spend is optimized from the initial strategy through to final impact, significantly reducing waste and driving higher ROI.
Building on that momentum, Nielsen plans to launch hundreds of additional advanced audiences segments in the coming months to further expand on this existing library.
“For decades, Scarborough has been the gold standard for deep consumer and market insights. We’ve combined Scarborough’s trusted consumer data with Nielsen ONE to meet the demands of a modern, outcomes-driven industry. This integration gives marketers the specific insights they need to reach the right people and accurately measure their campaign’s success,” said Ellie Pryor, Vice President, Global Audiences & Identity, Nielsen. “The end result is a solution that provides marketers with actionable insights to inform their campaign planning and measurement.”
About Nielsen
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, Facebook and Instagram).
Media Contact:
Elaine Wong
Nielsen Communications
elaine.wong@nielsen.com
