
Ending a stalemate that started back in October -- and just
in time for the TV’s upfront advertising selling season -- Paramount Global and Nielsen have signed a multi-year measurement agreement, effective immediately.
The deal will reach across all
broadcast, cable, and streaming platforms. Financial terms were not disclosed.
As part of the agreement, Paramount has licensed new Nielsen services -- Advanced Audiences, Big Data + Panel,
Ad-Supported Streaming Platform Ratings, Nielsen One Ads for Connected Television, and Nielsen latest national out-of-home expanded service. Out of home service now represents 100% of the U.S.
contiguous television population.
The former Paramount-Nielsen deal expired on October 1, 2024. Paramount said at the time that Nielsen's costs as a percentage of the company's advertising
revenue have “quintupled” over significant parts of its business.
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In addition, it said, Nielsen's proposed fees exceed the total ad revenue of the network being measured in some
instances.
In its place, Paramount said, it was using VideoAmp as a third-party measuring service. In early January of this year, Paramount said it had renewed its VideoAmp deal-- where the
service has demographic and advanced audience measurement data for 40 million U.S. households.
In 2019, Paramount Global’s CBS Corp. went through a similar dispute tied to pricing.
In January 2025, Nielsen was accredited for Big Data + Panel measurement, following its November 2024 announcement of its accreditation for a first-party live streaming solution.
TV's
upfront advertising selling season begins in the spring and extends into summer.