Paramount Global, Nielsen Reunite for Measurement Deal
Media giant Paramount Global and audience insights provider Nielsen have inked a new multi-year agreement. Under the terms of the deal, Nielsen will provide measurement and analytics services across Paramount's platforms, including CBS, cable networks, streaming platforms Paramount+ and Pluto TV.
Paramount has also acquired access to Nielsen's Advanced Audiences and ad-supported streaming platform ratings tools. These capabilities aim to enhance Paramount's advertising, programming, and licensing strategies.
"This deal is a win-win for Nielsen, Paramount, and our joint advertising partners," said Nielsen CEO Karthik Rao.
Paramount had previously parted ways with Nielsen in 2022, citing concerns over pricing terms. However, after months of negotiations, the two companies have reached an agreement that aligns with Paramount's value expectations.
"It's not about affordability. It's about getting the value we need for what we pay," Paramount Global co-CEO George Cheeks stated during a recent earnings call.
Recent viewership data from rival measurement firm VideoAmp indicates promising audience engagement for Paramount's content. The Grammy Awards broadcast on CBS drew strong viewership, while the Golden Globes on CBS, Paramount+, and the CBS app garnered an average of 10.1 million viewers in January.