Television giants Paramount Global and Nielsen have failed to come to an agreement on renewing their TV ratings contract, which expired Monday. At issue is the cost of Nielsen’s audience measurement services, with Paramount claiming the company’s price increases are unreasonable given trends in the changing media landscape.
Paramount and Nielsen have partnered for decades to provide ratings data from Nielsen that informs how networks and advertisers price content and commercials. But Paramount spokesperson said “Nielsen’s unacceptable demands, including substantial price hikes, are inconsistent with today’s industry realities.”
Sources close to Nielsen counter that the prices account for ratings’ influence on network revenue from ads, carriage fees, and more. Regardless, the split comes just before CBS, owned by Paramount, was scheduled to air Tuesday’s vice presidential debate between Tim Walz and J.D. Vance. Other major networks will still broadcast the debate.
In Nielsen’s absence, Paramount will use VideoAmp for audience insights. Paramount Advertising President John Halley notified media clients VideoAmp will be used “for planning, reporting and oversight” until a new Nielsen pact is reached.
This move reflects Paramount’s preparation for a “multi-currency future” beyond sole reliance on Nielsen. For its part, Nielsen said it still hopes to extend its deal and emphasized other customers will maintain full access to its data.
The disagreement highlights the challenge of evolving measurement as viewers migrate from traditional TV to streaming platforms. In response, Nielsen has introduced new tools over six months to better capture out-of-home and online audiences.
As talks continue on a renewed agreement, the split serves as a reminder of high stakes for media companies and measurement firms adapting services to match the digitally transforming entertainment landscape.
