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Nielsen Makes Paramount Data Less Easy to Analyze in Measurement Fight
VarietyStory by Brian Steinberg
scrn logline
Paramount puts the squeeze on Nielsen data, making it tougher for advertisers to gauge viewership of hit shows like '60 Minutes' and 'Yellowstone'.
beat sheet
- Paramount's ad sales chief John Halley sent a memo to major ad agencies, signaling the network's plan to make Nielsen data less accessible.
- The move is part of Paramount's fight to regain control of its audience measurement data, which could give them an edge in negotiations with advertisers.
call sheet
John Halley, Paramount Global, Nielsen, 60 Minutes, Yellowstone