With just hours to go before its CBS television network televises what is certain to be a heavily watched debate between two candidates for Vice President of the United States, Paramount Global said late Monday night that its contract with Nielsen for audience measurement has expired — part of a broader dispute between the company and the data giant.
“Nielsen has severed our long-standing measurement partnership with its unacceptable demands, including substantial price increases that are inconsistent with the realities of a changing industry,” Paramount said in a statement. “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.”
Nielsen was not able to offer immediate comment.
Paramount had signaled to advertisers and their representatives last week that the company might be without Nielsen services. Paramount intends to rely on VideAmp, one of a growing number of rivals to Nielsen, to help advertisers track the number of people who watch programming on Paramount’s portfolio of media assets.
More to come…
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