After a long standoff, Paramount Global has inked a new multi-year deal with Nielsen to resume audience, data, and analytics measurement for its television properties.
“We are thrilled to resume our partnership with Paramount, as their leaders continue to build one of the strongest brands in entertainment,” said Nielsen CEO Karthik Rao. “Our trusted data shows how Paramount’s content and advertising strategy is thriving across every platform, across all ages and demos. As Paramount continues its evolution into a next-generation media company, we’re proud to play a critical role and know this deal will be a win for everyone: Nielsen, Paramount, and all of our joint advertising partners.”
“Paramount and Nielsen are committed to addressing Television’s multiplatform future to the benefit of all of our stakeholders. Karthik and his team continue to meet the needs of our marketplace across all our platforms, and we are incredibly pleased to reinforce and reinvigorate our deal with our longtime partner,” added CBS President and CEO and Paramount Global Co-CEO George Cheeks. “Paramount Global’s ratings wins reported today are just one of many successes we look forward to with Nielsen as we build upon this new future together.”
The new deal comes as advertising upfronts are on the horizon. Paramount and Nielsen had been at an impasse for four months as the two sides aimed to strike a deal.
The television giant was in a position where it would be unable to cite Nielsen viewership totals for its major live events that aired on CBS, like the NFL Playoffs and Golden Globes, when it pitched advertisers.
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