Nielsen and Paramount Global count again.
The two companies have concluded a new deal that restores the access of the measuring giant to the measurement giant’s assessments for the CBS of the Media Conglet, Comedy Central and Nickelodeon, including properties. The Pact ends for a month in which Paramount used other target group tabulations in an attempt to point out the observed shortcomings of Nielsen. During that period, Paramount was unable to use Nielsen’s public data and could not make public statements about how shows such as “60 minutes”, “The NFL on CBS” or “The Daily Show” that was performed against rivals based on Nielsen’s services.
The two parties have arranged their dispute with a few weeks to go before the start of the annual sales session of the industry, when TV networks try to sell most of their commercial inventory prior to their next programming cycle. Nielsen said last week that it was planning to introduce a wider set of consumer data that would be used as the substantiation of new deals.
“We are pleased to resume our collaboration with Paramount, because their leaders continue to build one of the strongest brands in entertainment,” said Karthik Rao, CEO of Nielsen, in a statement. “While Paramount continues his evolution in a media company of the next generation, we are proud to play a crucial role and know that this deal will be a victory for everyone: Nielsen, Paramount and all our joint advertising partners.”
Such optimistic tones are absent in conversations between the two companies since the end of September, when Paramount claimed that Nielsen’s costs were too high in an era in which the TV audience was fragmented over tens of screens and different types of viewing behavior. In December, Paramount and Nielsen rowed about a decision by Nielsen to analyze the performance of CBS and other characteristics of the reviews for advertisers and buyers in the media to analyze. In the meantime, Paramount has familiarized Videamp, one of a handful of rival Upstarts who have started with TV networks in recent years.
Since smartphones, mobile tablets and broadband-bonded TVs get more consumer acceptance, the public are increasingly able to stream their TV favorites on on-demand fashion, making them more exponentially more difficult. TV networks have long been based on their advertising rates on Nielsen’s measure for Linear TV audience, which were assumed as consumers Netflix, Hulu, Amazon Prime Video and other streaming and on-demand options.
At the same time, Paramount is under extreme pressure to save costs. The company is about to be taken over by Skydance Media and the current management team has already started working on $ 500 million from its business structure. Skydance Media has articulated a plan, including the costs by another $ 1.5 billion.
“Paramount and Nielsen are dedicated to tackling the multiplatform of the television for the benefit of all our stakeholders. Karthik and his team continue to meet the needs of our market on all our platforms, and we are incredibly pleased to strengthen our deal with our old partner and to breathe new life into, ”said George Cheeks, Co-CEO of Paramount.
Nielsen worked to make improvements in technology after the networks had submitted many complaints. In 2021, Nielsen lost for months to support for his National Ratings Service after claims from Sub -Reporting Public in the midst of the Coronavirus Pandemie.
The company has recently been approved to offer new public measures that trust the panel, as well as the interactions of viewers with SMART TVs and other modern devices. Nielsen plans to use findings from that new technology as currency in the next ‘in advance’ market of industry, when TV networks try to sell the majority of their advertisement inventory in advance. In November, Nielsen won approval for the use of first-party live streaming data from the media companies whose viewers who tabulate it, a movement that supported both Amazon and the National Football League aggressively. The two are partners in “Thursday Night Football”, a single-streaming sports cast.