Paramount Global and Nielsen: A New Partnership, Ending Dispute

Paramount Global and Nielsen have signed a new, multi-year deal, effectively ending a months-long contract dispute. The partnership, announced on February 3, 2025, includes measurement for all Paramount platforms, including national and local broadcast, all cable networks, and streaming on Paramount+ and Pluto TV. Paramount has licensed new Nielsen services as part of the agreement, such as Advanced Audiences, Big Data + Panel, Ad-Supported Streaming Platform Ratings, Nielsen ONE Ads for Connected Television, and National out-of-home expansion. These services will inform advertising, programming, and licensing strategies for both parties.

The announcement was made by Karthik Rao, Nielsen CEO, and George Cheeks, President and CEO, CBS and Co-CEO, Paramount Global. Rao expressed enthusiasm about resuming the partnership, stating that Nielsen's data shows how Paramount's content and advertising strategy is thriving across every platform, across all ages and demos. Cheeks echoed Rao's sentiment, emphasizing the commitment of both companies to addressing the multiplatform future of television to the benefit of all stakeholders.

Paramount has recently achieved several ratings milestones, including the AFC Championship Game on January 26, which averaged 57.7 million viewers, setting an all-time record for the AFC and the largest overall conference championship in fifteen years. CBS coverage of the 2024 NFL regular season included three of the top five NFL games in October, the highest rated game in November, and two of the top five in December. CBS dramas, such as Tracker and Matlock, have also performed exceptionally well, with total viewing time by Americans of CBS dramas across the fourth quarter of 2024 topping 50 trillion viewing minutes.

Paramount+ has also experienced significant success with original series like Lioness, Tulsa King, and Landman, which has given the platform its first billion-minute (in a week) performer. The three titles have all appeared in the Nielsen Streaming Top 10 simultaneously in multiple weeks this fall, another first for the platform.

The deal comes on the heels of several Nielsen innovations, such as the accreditation of its Big Data + Panel measurement and first-party live streaming solution. These advancements demonstrate Nielsen's commitment to keeping up with the evolving TV ecosystem and providing accurate, relevant data to its partners.

In conclusion, the new partnership between Paramount Global and Nielsen addresses the challenges faced by traditional ratings measurement in the upended TV ecosystem. By providing more comprehensive, detailed, and accurate audience data, the partnership enables advertisers to make better-informed decisions about their ad spend, ultimately leading to improved campaign performance and increased ROI. This deal also highlights the importance of multi-platform measurement and the need for measurement providers to adapt to the evolving media landscape.