Nielsen May Lose CBS As A Client

Paramount Global has told both its ad-sales staff as well as executives at prominent media-buying agencies that it is very close to ending its reliance on Nielsen ratings data, according to two people familiar with the matter, part of a move to embrace other forms of audience measurement at a time when traditional media companies are scrambling to count viewers who use digital and social media to watch their favorite programming.

The two companies have been enmeshed in discussions for months about renewing their current contract, these people said, but remain far apart on pricing. Their current deal expires on September 30, according to these people, and Paramount, which operates CBS, Comedy Central and Nickelodeon, among others, would be without Nielsen audience counts starting on October 1.

“Disengaging from Nielsen is not our first choice, and we remain hopeful for a resolution,” said John Halley, president of Paramount ad sales, in a recent letter to media agencies. “We are asking for your partnership as we navigate this situation.” Paramount would rely on VideoAmp, a rival provider of audience measurement services which has struck deals in recent years with several networks and buy-siders, during any period when Nielsen tabulations are not available.