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State of the Screens

CBS, Nielsen Strike New Audience Measurement Deal

By January 16, 2019No Comments

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?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.