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Nielsen CEO Tells Clients Paramount Seeks ‘Nearly 50%’ Price Cut in Weeks-Long Measurement Battle
Nielsen CEO Karthik Rao told clients Paramount was pushing for big price cuts in a weeks-long haggle over the company's measurement services
Paramount, which is in the midst of cutting $500 million from its operations, has suggested it should not be paying Nielsen higher prices when the fees come to more than the advertising revenue that TV ratings generate. Indeed, Paramount executives believe Nielsen’s current proposals come with what are seen as significant price escalators over the longer term of any deal framework, according to a person familiar with the matter. In the interim, Paramount has relied on VideoAmp, a rival provider of audience-measurement services that has struck deals in recent years with several networks and buy-siders, and is seen by several large buying agencies as a potentially viable alternative to Nielsen tabulations.
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