Mumbai: Paramount Global and Nielsen have signed a new, multi-year agreement to continue their long-standing partnership. This deal, effective immediately, encompasses a comprehensive measurement strategy across all Paramount platforms, including national and local broadcast, cable networks, and streaming services such as Paramount+ and Pluto TV. The agreement also includes new Nielsen services, designed to elevate Paramount’s advertising, programming, and licensing strategies.
The deal was officially announced today by Karthik Rao, CEO of Nielsen, and George Cheeks, President and CEO of CBS, and Co-CEO of Paramount Global.
Karthik Rao, Nielsen’s CEO, commented, “We are thrilled to resume our partnership with Paramount, as their leaders continue to build one of the strongest brands in entertainment. Our trusted data demonstrates how Paramount’s content and advertising strategy is thriving across every platform, across all ages and demos. As Paramount evolves into a next-generation media company, we’re proud to be part of that journey, knowing this deal will be a win for all stakeholders – Nielsen, Paramount, and our joint advertising partners.”
George Cheeks, President and CEO of CBS and Co-CEO of Paramount Global, added, “Paramount and Nielsen are committed to addressing Television’s multiplatform future to the benefit of all of our stakeholders. Karthik and his team have continually met the needs of our marketplace across all our platforms, and we’re excited to reinforce and reinvigorate our deal with our longtime partner. Paramount Global’s recent ratings wins are just the beginning of what we look forward to achieving with Nielsen as we build on our future together.”
The announcement follows a series of significant ratings milestones for Paramount, especially across its broadcast and streaming services:
CBS recently set the all-time record for the AFC Championship Game, which averaged 57.7 million viewers, the largest overall conference championship in 15 years.
The CBS coverage of the 2024 NFL regular season included three of the top five NFL games in October, and the highest-rated game in November with 27.5 million viewers.
The CBS dramas also continued their dominance, with Tracker leading the pack as the top drama in October (11.3 million average viewers), November (11.6 million), and December (10.8 million).
Paramount+ saw incredible success in 2024, with original series such as Lioness, Tulsa King, and Landman, marking the platform’s first billion-minute performer.
Furthermore, Paramount also made notable gains with its multi-platform strategy. For instance, Tracker became the most-watched new drama across broadcast and streaming combined, amassing 26.07 billion minutes viewed across CBS, Paramount+, and Hulu.
Nielsen has also recently rolled out significant innovations, including a 100% coverage of the Out-of-Home (OOH) television population and the accreditation of its Big Data + Panel measurement in January 2025. These developments complement the advanced measurement tools provided in the new deal, including services like Advanced Audiences, Ad-Supported Streaming Platform Ratings, Nielsen ONE Ads for Connected Television, and the expansion of national out-of-home measurement.
As the partnership between Paramount and Nielsen evolves, it promises to reshape data-driven decision-making for both media companies, enhancing their ability to reach and engage viewers across various platforms with greater precision.
