Paramount Global and VideoAmp have extended their ratings measurement partnership as the media giant’s contract dispute with Nielsen drags on.
Under the renewal agreement, VideoAmp will continue to provide Paramount with demographic and advanced audience measurement data for 40 million households.
“We’re proactive in measurement and currency as an investment in our future,” Paramount Advertising president John Halley said in a statement. “Through our long-standing partnership with VideoAmp, we’re able to collectively drive innovation and accelerate progress by delivering advertisers and agencies the tools to make smarter, data-driven decisions.”
The announcement comes as Paramount’s standoff with Nielsen enters its fourth month — the Paramount-Nielsen contract expired without a new deal on Oct.