Paramount Global's decision to rely on VideoAmp for viewership numbers marks a dramatic shift, given Nielsen's long-standing dominance in TV ad measurement since the 1950s.
'Nielsen has severed our long-standing measurement partnership with its unacceptable demands, including substantial price increases,' a Paramount spokesperson stated, emphasizing their grievances.
John Halley expressed in a memo, 'Nielsen's costs as a percentage of Paramount ad revenue have quintupled over significant parts of our business over the last years,' indicating unsustainable cost pressures.
Despite moving away from Nielsen, Halley noted, 'Disengaging from Nielsen is not our first choice, and we remain hopeful for a resolution,' reflecting ongoing uncertainty in their partnership.
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