This Year Ad Marketplace Will Have Choices On The Negotiating Currency [Forbes]
Paramount Global - Class A (PARAA)
Company Research
Source: Forbes
While this year the biggest concern will be the state of the roller coaster economy and its impact on ad budgets, another issue will be which audience measurement provider will be used as the negotiating currency for advertisers. In recent years Nielsen, which had dominated audience measurement for decades, has been challenged by several competitors, this will continue in the 2025-26 upfront. During the 2024-25 season, Nielsen's biggest rival was VideoAmp. In early October, Paramount Global, the parent company of CBS, Paramount+, Pluto TV and a bullpen of cable networks, failed to renew their contractual agreement with Nielsen. Paramount cited cost as the primary reason for the impasse. In addition, there has been a long festering frustration in Nielsen's inability to measure cross-platform and advanced segmented audiences beyond traditional age/gender targets. As the primary Nielsen replacement, Paramount relied on VideoAmp . Early in the 2024-25 season, CBS made a number of deci
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