As a long-time observer of the ever-evolving media landscape, I find myself both intrigued and somewhat amused by the latest development between Paramount Global and Nielsen. Having witnessed the rise of streaming services and the subsequent scramble for accurate audience measurements, it’s no surprise that tensions are running high.
For advertisers seeking insights into the number of viewers Nielsen tallied for shows like “60 Minutes” and “Yellowstone” on television networks under Paramount Global, they might need to invest extra effort to decipher the meaning behind the data provided.
In a memo addressed to top executives at advertising agencies this past Friday, Paramount’s Ad Sales President, John Halley, mentioned that understanding Paramount’s ratings data could become more challenging following an upcoming product update by the leading measurement company. Tensions have been escalating between the parties since October 1st, when Paramount announced they would not renew their contract with Nielsen, due to rising costs and the accessibility of alternative measurement solutions.
Halley announced in a memo that we’ll keep on sharing our first-hand schedule and program details with Nielsen, as needed for accurate viewership measurement, including live events. To clarify, Nielsen will hold the necessary data, but you’ll no longer have direct access to it. This change was made by Nielsen, which may impact the worth and usefulness of your Nielsen data and licensing agreements.
Nielsen is still providing Paramount data to its clients, but not exactly in the same manner as they’ve been accustomed to recently.
Nielsen will no longer include Paramount’s data in transactional files, while still monitoring their networks and streaming services for a comprehensive market view. This change was made to protect our paying partners’ investments. However, Nielsen has been providing this data freely over the past three months, even without Paramount as a client. We are open to renegotiating terms with Paramount in the future. Meanwhile, we are working closely with affected clients and helping them navigate this change.
Paramount is utilizing data from VideoAmp, a competitor to Nielsen among numerous emerging players, to assist advertisers in monitoring viewership of their content across various Paramount media properties. However, there’s been some disagreement regarding the accuracy of these measurements. In certain instances, VideoAmp’s audience estimates for shows like “Yellowstone” have exceeded Nielsen’s counts. While Nielsen’s method is the established industry standard and has support from the Media Rating Council, VideoAmp has gained acceptance among numerous prominent media companies and advertising agencies.
I’ve been voicing concerns about the effectiveness of Nielsen’s audience measurement system for our television programming. Despite their ongoing advancements in technology and ideas, I believe they could be doing a better job in accurately capturing the diverse audiences we cater to.
In the era of smartphones, mobile tablets, and internet-connected TVs, it’s becoming harder than ever for a movie reviewer like me to keep track of what viewers are watching, thanks to the rise of on-demand streaming services. Traditionally, TV networks have based their advertising rates on Nielsen’s measurements of linear TV audiences. However, with the advent of Netflix, Hulu, Amazon Prime Video, and other streaming platforms, these traditional methods are losing ground. To address this shift, a group consisting of industry heavyweights such as Paramount, NBCUniversal, Warner Bros. Discovery, among others, has endorsed both VideoAmp and Comscore, two companies competing in the field of audience measurement.
Simultaneously, Paramount faces significant financial pressures as it prepares for acquisition by Skydance Media. The existing management team is already implementing measures to decrease operational expenses by approximately half a billion dollars. Skydance Media has outlined a strategy aimed at further reducing costs by an additional $1.5 billion.
In the memo, Halley from Paramount assured that they would keep buyers and advertisers updated. “We’ll keep sending you updates, strategies, and so on, regarding alternative currencies,” he stated. “We’ll collaborate with your teams to offer comprehensive market insights using this data for your upfront planning purposes.” He acknowledged the disruption, adding, “We’re ready to take on as much operational responsibility as we can, and we aim to remain the most reliable partners in the market.
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2024-12-21 01:16