Paramount Prepares To Part Ways With Nielsen For Audience Measurement Over Pricing Conflict
Paramount Prepares To Part Ways With Nielsen For Audience Measurement Over Pricing Conflict
As more viewers migrate to digital platforms like Netflix and Hulu, traditional methods of measuring linear TV audiences have been criticized.Paramount Global (NASDAQ:PARA) is on the verge of ending its reliance on Nielsen for audience measurement.
Paramount全球貨幣（NASDAQ:PARA）正處於結束對Nielsen觀衆測量的依賴之際。
The two companies have been negotiating for months but remain far apart on pricing as their contract nears its September 30 expiration.
這兩家公司已經進行了數月的談判，但在價格上仍存在較大差距，因爲他們的合同即將在9月30日到期。
The ongoing conflict highlights broader dissatisfaction among TV networks with Nielsen's audience measurement capabilities.
這場持續的衝突突顯出電視網絡對Nielsen觀衆測量能力的廣泛不滿。
As more viewers migrate to digital platforms like Netflix and Hulu, traditional methods of measuring linear TV audiences have been criticized.
隨着更多觀衆轉向奈飛、Hulu等數字平台，傳統的線性電視觀衆測量方法受到了批評。
Nielsen has long been the industry standard, but its rising costs and perceived shortcomings in tracking digital consumption have prompted networks like Paramount to explore alternatives like VideoAmp, ComScore, and iSpot despite advertisers' continued reliance on Nielsen data.
Nielsen長期以來一直是行業標準，但其不斷上升的成本和追蹤數字消費的不足已促使像Paramount這樣的網絡探索像VideoAmp、康姆斯克和iSpot這樣的替代方案，儘管廣告商仍然依賴於Nielsen數據。
Variety noted in its report on Thursday that Paramount, which owns CBS, Comedy Central, and Nickelodeon, would begin relying on alternative data from VideoAmp if an agreement is not reached.
《綜藝》（Variety）在週四的報道中指出，擁有CBS、喜劇中心和尼克兒童頻道的Paramount將開始依賴於VideoAmp的替代數據，如果雙方無法達成協議。
John Halley, president of Paramount ad sales, acknowledged the potential disruption but expressed hope for a resolution.
Paramount廣告銷售總監約翰·哈利（John Halley）承認潛在的干擾但表達了解決的希望。
In a letter to media agencies, Halley called for support, stating that leaving Nielsen is not Paramount's preferred choice. However, he emphasized that the rising costs of Nielsen's services are unsustainable for the company.
哈利在一封致媒體代理的信中呼籲支持，表示離開Nielsen並非Paramount的首選。然而，他強調Nielsen服務的不斷上升成本對於公司來說是不可持續的。
Halley noted that Nielsen has increased its fees significantly, even as Paramount faces growing financial challenges.
Halley指出，尼爾森的費用明顯增加，與此同時派拉蒙面臨着日益嚴峻的財務挑戰。
Earlier this week, in a memo to employees, Paramount's co-CEOs indicated that the company would begin the second phase of workforce reductions that day, expecting to complete 90% of the cuts by day's end.
本週早些時候，派拉蒙的聯席首席執行官在致員工的備忘錄中表示，公司將從那天開始進行第二階段的裁員計劃，並預計在當天結束前完成90%的裁員。
Nielsen, meanwhile, asserts that its services are still valuable, particularly in capturing diverse and out-of-home audiences.
與此同時，尼爾森堅稱其服務仍然有價值，特別是在捕捉多樣化和戶外觀衆方面。
A person close to Nielsen's operations claimed the industry would still have access to Paramount's ratings data, even without a formal agreement.
一位接近尼爾森運營的人士聲稱，行業仍將可以訪問派拉蒙的收視數據，即使沒有正式協議。
However, the reliance on Nielsen remains essential for Paramount's major programming events, such as CBS Sunday football and a vice-presidential debate scheduled for October 1—the first day Paramount would operate without Nielsen metrics.
然而，對尼爾森的依賴對派拉蒙的主要節目活動至關重要，例如CBS週日橄欖球和定於10月1日的副總統辯論——這是派拉蒙將在沒有尼爾森數據的情況下運營的第一天。
Price Action: PARA stock is up 1.50% at $10.82 at last check Friday.
價格走勢：PARA股票在上週五最後一次檢查時上漲1.50%，報10.82美元。
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Photo by 4kclips via Shutterstock
照片由Shutterstock的4kclips提供
