Paramount and Nielsen have buried the hatchet and, after failing to reach an agreement last fall, they have now signed a multi-year deal. This agreement will enable Nielsen to measure Paramount’s content across both linear and digital platforms.
The deal includes the implementation of new Nielsen measurement services, such as the Big Data + Panel measurements that use first-party streaming data, along with expanded out-of-home viewing measurements.
Nielsen CEO Karthik Rao expressed excitement about resuming the partnership, stating, “We are thrilled to resume our partnership with Paramount, as their leaders continue to build one of the strongest brands in entertainment. 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.”
George Cheeks, Co-CEO of Paramount Global, added, “Paramount and Nielsen are committed to addressing television’s multiplatform future to the benefit of all 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.”
Recently, Nielsen has made two significant changes in audience measurement, particularly for live sporting events. Firstly, they rolled out the Big Data + Panel measurements, which the Media Ratings Council has accredited, allowing Nielsen to utilize first-party streaming data from content providers like Paramount+. Secondly, out-of-home viewing measurements have now expanded to cover 100% of the American television population, compared to the previous coverage of only about two-thirds.
While these enhancements will provide a more accurate understanding of viewership for events, they may complicate year-to-year comparisons with past measurements that did not include these innovations. Under the new agreement, Nielsen’s measurements will encompass all CBS broadcast networks, Paramount-owned cable channels, the Paramount+ streaming service, and the free ad-supported television platform Pluto TV.
This deal is expected to result in the return of publicly released viewership data from Paramount, which went nearly the entire football season without releasing NFL viewership press releases, despite a successful ratings season.
Finally, Monday’s announcement reaffirms Nielsen’s status as the standard for audience measurements. While competitors like iSpot and Comscore exist, Nielsen remains the currency that networks use to sell inventory to advertisers, solidifying its position in the increasingly fragmented media landscape.
