B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
32%
32% -- marketers measuring holistically for Marketers (2026)
Only 32% of marketers/CMOs measure holistically by integrating traditional and digital investments according to Nielsen.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
32%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Nielsen
Primary
Tier C
https://www.adtelier.it/en/2026/03/28/ai-media-unify-execute-measure-the-event-with-sbs/ ↗
Source Article
AI & Media: Unify. Execute. Measure. The event with SBS - Adtelier
AI & Media: Unify. Execute. Measure. The event with SBS
AI is worth as much as we are. As our datasets, our architectures, the people who govern them. This was the premise with which Alessio Di Bartolo, Managing Director of Adtelier and CEO of Adwise, opened the proceedings of “AI & Media: Unify. Ex…
Original Research
Nielsen
· Original study ↗
Methodology
Cited as Nielsen research at Adtelier/SBS event.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Marketers: 32% marketers measuring holistically. Source: Nielsen (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/holistic-measurement-nielsen-32
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<blockquote cite="https://lighthousedata.io/data/holistic-measurement-nielsen-32" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>32%</strong> -- marketers measuring holistically for Marketers<br><small>Source: Nielsen (2026) · <a href="https://lighthousedata.io/data/holistic-measurement-nielsen-32" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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