CBS, Nielsen Strike New Audience Measurement Deal

CBS and Nielsen extended their measurement deal after the previous deal expired at the end of 2018.

Interesting question from Alex Weprin @ MediaPost on how Nielsen would have handled the Super Bowl if the impasse made it that far.

Why this matters: There have been smaller Nielsen defections from Nielsen, and we recently projected that local stations would lead the way into advanced TV measurement, but this would have been a much bigger deal considering the scale of CBS nationally along with their local stations in major markets.

Good news: Nielsen made a few major announcements at CES around their Total Audience Ratings measurement system including the addition on YouTube mobile video and CTV/OTT video.

More #1: CBS Has A Plan B, And Its Name Isn’t Nielsen

More #2: No Nielsen? Here’s How Networks Can Use Other Measurement Tools

More #3: TV content discovery sucks. Can Nielsen make it better?

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