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Paramount, Nielsen Strike New Measurement Deal, Ending Months-Long Feud
Paramount Global and Nielsen renewed their measurement contract after a months-long feud during which CBS and other properties used rival tabulation
Such optimistic tones have been absent from conversations between the two companies since late September, when Paramount claimed Nielsen’s fees were too high in an era when TV audiences have fragmented across dozens of screens and different kinds of viewing behaviors. As smartphones, mobile tablets and broadband-connected TVs gain more consumer acceptance, audiences are increasingly able to stream their TV favorites in on-demand fashion, making the task of counting them exponentially more difficult. The company was recently approved to provide new audience measures that rely on its panel as well as the interactions of viewers with smart TVs and other modern devices, and those findings are likely to form the basis for the next round of upfront deals.
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