A fresh audience measurement, data and analytics agreement has been reached between the dominant TV ratings supplier in the U.S. and the parent company of CBS.
Paramount Global and Nielsen agreed to a new, multi-year deal, announced Monday. The partnership includes measurement for all Paramount platforms, including the CBS Television Network and CBS Owned Stations.
All cable networks, and streaming on Paramount+ and Pluto TV, are included in the new accord — one that came several months after its last one ended, suggesting that the two companies were far apart on a fresh deal. Now, it seems their differences have been resolved.
It’s a wider agreement compared to the last one, as Paramount has licensed new Nielsen services including Advanced Audiences, Big Data + Panel, Ad-Supported Streaming Platform Ratings, Nielsen ONE Ads for Connected Television, and National out-of-home expansion to inform advertising, programming and licensing strategies.
Nielsen CEO Karthik Rao said, “We are thrilled to resume our partnership with Paramount, as their leaders continue to build one of the strongest brands in entertainment,” said 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.”
George Cheeks, President and CEO of CBS and Paramount Global Co-CEO, added, “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. 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.”
