Paramount and Nielsen Form Long-Term Agreement for Comprehensive Audience Analytics and Measurement

Paramount and Nielsen: A New Era in Audience Measurement

In a strategic move to enhance their data analytics capabilities, Paramount Global and Nielsen, the recognized leader in audience measurement, have sealed a multi-year partnership agreement. This deal is set to bolster measurement services across all Paramount platforms, encompassing national and local broadcasts, cable networks, and streaming services such as Paramount+ and Pluto TV.

The multi-year agreement, effective immediately, is poised to leverage Nielsen's innovative tools and insights. Among these are advanced audience measurements, big data analysis, ratings for ad-supported streaming platforms, and expanded national out-of-home metrics. This collaboration aims to refine advertising strategies, inform programming decisions, and strengthen licensing tactics—a comprehensive approach that underscores both companies' commitment to navigating a multi-platform television landscape.

Karthik Rao, CEO of Nielsen, expressed his enthusiasm for the renewed partnership, emphasizing its significance to Paramount’s ongoing success. Rao pointed out that Nielsen’s reliable data supports Paramount's robust content strategy, demonstrating success across various demographics and platforms.

George Cheeks, President and CEO of CBS and Co-CEO of Paramount Global, echoed this sentiment, noting their long-standing affiliation with Nielsen. Cheeks articulated that this deal is a reaffirmation of their commitment and a vital step as they prepare for the future of television in a multiplatform context. Both leaders are optimistic that this collaboration will create mutual benefits for Nielsen, Paramount, and their collective advertising partners.

Recent milestones achieved by Paramount emphasize the company’s formidable presence in the television landscape. CBS’s broadcast of the AFC Championship Game on January 26 drew an average of 57.7 million viewers, setting a record for the AFC and marking the most-watched conference championship in fifteen years. Moreover, CBS dominated the ratings during the 2024 NFL regular season, featuring three of the highest-rated games and leading in total audience engagement across key months.

Paramount+ also celebrated a successful 2024 with standout original series such as Lioness, Tulsa King, and the incredibly popular Landman, which notably became the platform's first-ever show to surpass a billion minutes viewed in a single week. These titles have consistently ranked in the Nielsen Streaming Top 10, marking a significant milestone for the platform and showcasing its growing influence in the streaming realm.

Together, Tracker and Elsbeth, two of the most-watched new dramas, collectively garnered over 40 billion minutes of viewing across multiple platforms, solidifying Paramount's standing as a major player in the contemporary television industry.

The timing of this agreement complements Nielsen's recent expansions, enhancing its out-of-home measurement methodology to encompass the entire contiguous U.S. television audience. Such innovations, along with the accreditation of compelling data analytics solutions, place Nielsen at the forefront of audience analysis.

As Paramount continues to evolve into a next-generation media entity, the insights gleaned from this partnership will be pivotal for shaping future content, advertising, and strategic positioning in an ever-evolving marketplace. In a landscape where viewer preferences are rapidly changing, Paramount and Nielsen are committed to harnessing data as a crucial resource for success.

As the entertainment industry braces for future challenges and opportunities, this collaboration between Paramount and Nielsen might just be the key to thriving amid diverse viewer demands and a competitive broadcasting environment. The potential outcomes of this agreement not only serve the interests of both companies but also represent a forward-thinking approach to audience engagement that could redefine future viewing experiences and advertising formats.