Almost two weeks after its
Nielsen deal expired, CBS Corp. and the media-measurement company announced a renewal of its agreement for national, digital and local audience measurement.
The deal covers measurement
for CBS Television Network, CBS Television Distribution, Showtime Networks, Smithsonian, Pop, CBS Sports Network and CBS’ 27 owned-and-operated local television stations.
Financial terms were not disclosed.
Media executives estimate the previous deal was valued at $100 million per year for Nielsen.
Just after the contract expired
on December 31, CBS said Nielsen was using its “market power” to bundle services and raise prices. At the same time, CBS threatened to use competitor Comscore to fill in the
gaps.
CBS also said at the time: “The entire media industry is aware of the need for complete and accurate measurement across platforms. While Nielsen has made some strides
in this area, progress has not been what we and many clients would like, and local TV measurement is particularly challenged.”
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At the time of the impasse, Brian Wieser,
senior research analyst at Pivotal Research Group, said: “It remains a commercial near impossibility for any station group to go without Nielsen’s data in major markets for more than a
short period of time. Their ability to negotiate and capture market share from advertisers would be severely hampered if they do so.”
Regarding the new deal, Joe Ianniello,
president-acting CEO CBS Corp., stated: “It meets our strategic goals, and will allow us to benefit from important advances in measurement as they are rolled out.”