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CBS stalls on Nielsen contract renewal, nearing end of an era

Nielsen’s long-term audience measurement contract with CBS has expired, with some sources suggesting talks are set to continue, while others have implied CBS will instead recruit bitter rival ComScore – with $millions at stake for all parties. TV networks in the US are expressing doubt regarding the reliability of Nielsen’s audience measurement capabilities across devices, particularly for audiences viewing their programming on streaming services, while Nielsen argues CBS will find negotiations with advertisers fraught in its absence and struggle to negotiate a price for ad slots without its audience measurement clout. We doubt that very much, as most major advertising agencies will still have access to Nielsen figures and this means there is potential to strike smaller audience measurement deals.…

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