NEWS4 January 2019

CBS and Nielsen in ‘contractual impasse’

Media News North America

US – Mass media corporation CBS has acknowledged that contractual negotiations with media measurement company Nielsen have reached a deadlock.

In a statement CBS said the industry needed complete and accurate measurement across platforms and that "while Nielsen has made some strides in this area, progress has not been what we and many clients would like, and local TV measurement is particularly challenged".

It went to say that Nielsen uses its market power to bundle and raise prices for services that don’t sufficiently address ongoing changes in the industry. "As a result, we are currently at a contractual impasse, although we continue to be open to negotiating a fair deal that makes strategic and financial sense for CBS."

CBS added that if it can't reach an agreement with Nielsen,  it will continue to "employ the many viable alternatives available to us, including comScore".

The contract with Nielsen apparently expired on New Year’s Eve.

Local TV viewing was cited as especially problematic and Gray Television has just announced that it is expanding its arrangements with comScore, instead of Nielsen.