Paramount Global is considering potentially dropping its partnership with Nielsen as the two parties continue talks about renewing their current contract ahead of a deadline this coming Monday.
“Disengaging from Nielsen is not our first choice, and we remain hopeful for a resolution,” Paramount advertising president John Halley wrote in a letter to media agencies, according to Variety. “We are asking for your partnership as we navigate this situation.”
Halley argued that Nielsen is “insisting on substantial price increases across all their products, including linear measurement, despite the changing economic landscape of our industry” and that the costs as a percentage of Paramount’s ad revenue have “quintupled.”