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Key takeaways
- With a broader suite of tools, Nielsen’s updated metrics should better reflect real-world audience behavior across Paramount’s platforms.
- The new deal ends a dispute that began in September 2024, restoring Nielsen as Paramount’s primary measurement provider.
- Since October 2024, VideoAmp has served as Paramount’s alternative measurement provider, but its role under the new Nielsen deal remains unclear.
Paramount Global and Nielsen have signed a new multiyear deal that effectively ended a dispute that began in September 2024.
While the exact duration of the contract has not been disclosed, it has been revealed that the agreement includes Nielsen’s new services.
In addition to measurement across all Paramount platforms, which spans national and local TV, cable, and streaming on Paramount+ and Pluto TV, the deal licenses Nielsen’s expanded offerings:
- Advanced Audiences
- Big Data + Panel
- Ad-Supported Streaming Platform Ratings
- Nielsen ONE Ads for Connected Television
- National Out-of-Home (OOH) expansion
Wow, the Paramount / Nielsen saga is finally over (for now). With yesterday's announcement, it was confirmed that the two parties have reached a multiyear agreement and Nielsen will, indeed, continue to serve as the currency by which Paramount measures & sells all its ads.… pic.twitter.com/CSl1QoU7ki
— Rameez (@rameeztase) February 5, 2025
In a press release, Nielsen CEO Karthik Rao emphasized that the deal “will be a win for everyone: Nielsen, Paramount, and all of our joint advertising partners.”
"Our trusted data shows how Paramount's content and advertising strategy is thriving across every platform, across all ages and demos," he added.
Meanwhile, George Cheeks, president and CEO of CBS and co-CEO of Paramount Global, shared how the new deal highlights both companies’ dedication to “addressing television's multiplatform future," ensuring value to all their 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," he continued.
While the dispute raised some concerns about traditional measurement and ratings, the new deal between Paramount and Nielsen ensures the continuation of the longstanding system, which remains essential for advertisers to optimize campaigns.
A set of consistent, industry-standard metrics is, after all, essential to effectively assess audience reach, refine targeting strategies, streamline budget allocation, and benchmark performance over time.
Dispute Over, But What About VideoAmp?
The new deal ends a dispute that saw Paramount and Nielsen failing to agree on extending their previous contract past September, which was reportedly due to Nielsen’s “unacceptable demands” and “substantial price increases.”
“We have spent the last few years preparing for a multi-currency future and creating the operational infrastructure to move beyond Nielsen.
We are confident in the quality of our alternative currency offering for clients as we continue efforts to reach a new Nielsen agreement with reasonable economic terms,” Paramount said in its statement at the time.
Since October 2024, VideoAmp has taken over Paramount's viewership measurement, with the partnership being extended in early January 2025.
🚨 Big shakeup in the TV ratings world: Paramount Global has cut ties with Nielsen, switching to VideoAmp for audience measurement over rising costs and dissatisfaction with service.
— Briifd | AI Media Monitoring (@briifd) October 1, 2024
his bold move comes at a pivotal moment, with CBS set to air the upcoming VP debate—without… pic.twitter.com/FTaHDuwSmt
However, the role of VideoAmp under the new Nielsen deal remains unclear, as no official information has been released regarding their involvement.
The new deal between Paramount Global and Nielsen follows milestones achieved by both companies.
Paramount-owned network CBS broke viewership records as the AFC Championship Game on January 26 drew an all-time high of 57.7 million viewers, making it the most-watched conference championship in 15 years.
Throughout the 2024 NFL season, CBS also delivered three of October’s top five games and November’s highest-rated matchup with 27.5 million viewers.
Meanwhile, Nielsen announced that its OOH measurement now covers 100% of the U.S. contiguous TV population.
Additionally, Nielsen was also recently accredited for its Big Data + Panel measurement and first-party live streaming solution.
With the new deal incorporating a broader suite of services and covering Paramount's expanded ecosystem, Nielsen's measurements should now better reflect real-world ratings.
This will allow them to capture audience shifts toward smart devices and streaming platforms.
Last year, Paramount partnered with Pepsi to launch a star-studded campaign with Travis Kelce and Megan Thee Stallion to celebrate the opening of the 2024 NFL season and the premiere of "Gladiator II."
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