CBS impasse with Nielsen isn't expected to last long
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CBS needs to make a deal with Nielsen soon, as media buyers say the standoff with the measurement giant, which began on Dec. 31, is making it challenging for the eye network to get business done.
CBS made its first public comment about its contract dispute with Nielsen on Wednesday: “The entire media industry is aware of the need for complete and accurate measurement across platforms. 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. Despite this backdrop, Nielsen continues to use their market power to bundle disparate services 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. If we cannot come to an agreement with Nielsen, we will continue to employ the many viable alternatives available to us, including Comscore.”
As a result of the contract dispute, CBS does not have access to Nielsen data, which is used to negotiate much of its advertising inventory.
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