Nielsen Makes Paramount Data Less Easy to Analyze As Measurement Fight Continues

variety.com:

Brian Steinberg Senior TV Editor Advertisers who want to know how many people Nielsen counted watching “60 Minutes” or “Yellowstone” on TV networks owned by Paramount Global may have to work a little harder to understand what all the information means.

In a memo sent Friday to executives at major ad-buying agencies, John Halley, president of Paramount’s ad sales efforts, said Paramount ratings data may be more difficult to understand after a new product update by the measurement giant.

The two sides have been at odds since October 1, when Paramount revealed it would not renew its deal with Nielsen, citing pricing increases and the easier availability of other measurement technology. “Paramount will continue to provide Nielsen with the first party schedule and program information they require to accurately measure our viewership, including live events, as we always have.

To be clear, Nielsen will be in possession of the relevant data but will be suppressing your access to that data,” Halley said in his memo. “This decision was made by Nielsen and will affect the value and utility of your Nielsen data and tool licenses.” Nielsen said it continues to make Paramount data available to clients, albeit not in the same way as in the recent past. “All of our clients continue to have a full view of the marketplace, as Nielsen continues to measure Paramount networks and streaming services.