CBS Says Golden Globes Attracted 10.1M Viewers

An average of 10.1 million viewers tuned into the 82nd Golden Globes across CBS and Paramount+, Dick Clark Productions said Monday, roughly matching the audience for last year's broadcast. according to AP News.

CBS reported ratings figures from VideoAmp rather than the industry standard audience measurement service, Nielsen. Paramount Global, which owns CBS, is in a contract dispute with Nielsen.

At a time when most traditional linear telecasts are in decline, holding steady from last year's Globes' audience was sure to count as a success for the Nikki Glaser-hosted broadcast. Last year's show, the Globes' first on CBS, drew an audience of 9.4 million, though that was according to Nielsen.

Before the pandemic, though, the Globes typically drew closer to 20 million viewers. In 2020, 18.4 million watched the Globes.

But the Globes were teetering on the brink of termination as recently as two years ago. After The Los Angeles Times reported that the HFPA had no Black members, Hollywood boycotted the organization and the 2022 Globes were booted off the air. NBC aired the 2023 edition and then dropped the awards show.

CBS is considering ending its contract with Nielsen Ratings due to concerns over the accuracy and relevance of their traditional TV ratings system. The dispute centers around the changing media landscape, where streaming services and on-demand viewing have become increasingly popular.

Key Issues:

• Cost: CBS's contract with Nielsen expires at the end of the year, and the network is seeking a better deal, estimated at over $100 million annually.
• Accuracy: Nielsen's traditional ratings system is seen as outdated, failing to account for streaming, DVR playback and targeted advertising.
• Alternatives: CBS has invested in alternative measurement services like Comscore and developed its own system, "DNA," to segment audiences beyond demographics.

Impact:

• Industry Shift: The dispute may prompt other networks to reevaluate their relationships with Nielsen and explore alternative measurement options.
• Advertising: Advertisers rely heavily on Nielsen's data for spending decisions, but CBS's potential departure could lead to a reexamination of advertising strategies ².
• Ratings Evolution: The dispute may accelerate the development of more precise and flexible ratings systems, incorporating streaming and on-demand data.

Current Status:

Nielsen has introduced new ratings systems, such as those accounting for DVR playback, but networks seek more comprehensive solutions. Paramount, another major network, is also negotiating with Nielsen, threatening to switch to rival firm VideoAmp if a deal isn't reached.