
Tuesday night’s vice presidential debate between Gov. Tim Walz and Sen. J.D. Vance is sure to bring in a lot of eyeballs. But there’s a chance that CBS News may not be able to provide a full accounting of the audience size. That’s because the network’s parent company, Paramount Global, is involved in a potentially disruptive contract dispute with Nielsen.
On Monday night, Paramount announced that its contract with the audience measurement service had expired. “Nielsen has severed our long-standing measurement partnership with its unacceptable demands, including substantial price increases that are inconsistent with the realities of a changing industry,” the media conglomerate said in a statement obtained by Variety.
“We have spent the last few years preparing for a multi-currency future and creating the operational infrastructure to move beyond Nielsen,” the statement continued. “We are confident in the quality of our alternative currency offering for clients as we continue efforts to reach a new Nielsen agreement with reasonable economic terms.”
One audience-tracking alternative that Paramount will use moving forward is VideoAmp, which measures viewership across linear as well as digital platforms—an area where many media companies are seeking viewership data information amid the ongoing fragmentation of audiences.
For its part, Nielsen is hoping to settle the dispute in a timely fashion. “We look forward to working with Paramount on a new agreement,” the company said in a statement provided to Axios.
The question of whether the quality of the information obtained by VideoAmp proves as reliable as Nielsen’s could be answered as early as Wednesday when we discover how many viewers tuned in to watch Vance and Waltz debate. For the record, the Sept. 10 ABC News presidential debate attracted over 67 million viewers, while CNN’s June 27 debate pulled in over 51 million viewers.
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