Paramount Resumes Partnership With Nielsen For Data Services: Details

Paramount Global PARA and Nielsen, a prominent name in audience tracking, data analysis, and market research, have entered into a new long-term agreement that takes effect immediately.

The partnership will enable comprehensive audience insights across all of Paramount platforms, including both national and local broadcasts, cable channels, and streaming services such as Paramount+ and Pluto TV.

As part of the arrangement, Nielsen will provide several new services designed to improve advertising and content strategies, including Advanced Audiences, Big Data + Panel, and Ad-Supported Streaming Platform Ratings.

Moreover, Nielsen ONE Ads for Connected TV and a nationwide expansion of out-of-home audience measurement will guide Paramount’s upcoming strategic decisions.

The media company reportedly terminated its partnership with Nielsen last year, choosing not to extend the contract that expired on September 30.

“We are thrilled to resume our partnership with Paramount, as their leaders continue to build one of the strongest brands in entertainment,” said Karthik Rao, Nielsen CEO.

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“Our trusted data shows how Paramount’s content and advertising strategy is thriving across every platform, across all ages and demos. As Paramount continues its evolution into a next-generation media company, we’re proud to play a critical role and know this deal will be a win for everyone: Nielsen, Paramount and all of our joint advertising partners,” said Rao.

The deal with Nielsen follows a series of recent advancements, including the company’s February 3, 2025, announcement that its Out-of-Home measurement now covers the entire U.S. television audience.

Additionally, Nielsen earned accreditation for its Big Data + Panel measurement, which was succeeded by the accreditation of its live streaming solution in November 2024.

Also, CBS’ airing of the AFC Championship Game in January 2025 broke viewership records with 57.7 million viewers.

The network also led ratings for numerous NFL games during the 2024 season. Additionally, CBS’s popular prime-time dramas, including Tracker and Matlock, have kept audiences engaged.

Price Action: PARA shares closed lower by 1.38% at $10.73 on Monday.

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