Nielsen Makes Paramount Data Less Easy to Analyze in Measurement Fight

Story by Brian Steinberg

Image from Variety

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