"Nielsen is insisting on substantial price increases across all their products, including linear measurement, despite the changing economic landscape of our industry," Paramount President of Ad Sales John Halley stated. He further elaborated that "Nielsen's costs as a percentage of Paramount ad revenue have quintupled over significant parts of our business over the last years; in certain instances, Nielsen's fees already exceed the total advertising revenue of the network being measured."
The TV advertising industry is still reliant on Nielsen, even after years of would-be challengers seemingly about to snatch the incumbent's crown. This reliance raises concerns among broadcasters who find it galling that Nielsen's claim continues to grow while simultaneously lowering their displayed numbers.
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