Allen Media forms new Nielsen alliance after touting rival VideoAmp
Allen Media Group, the owner of TV’s Weather Channel and 27 TV stations, is bringing Nielsen into a tighter embrace after giving the measurement giant the cold shoulder last year.
Allen, controlled by entrepreneur Byron Allen, raised eyebrows in 2023 when it struck a 10-year deal with Nielsen rival VideoAmp to serve as the primary audience measurement service for its negotiations with advertisers over national cable inventory. At the time, the move was seen as one of a growing number of signs of dissatisfaction with Nielsen’s ability to tabulate linear, streaming and out-of-home viewers as they increasingly turned to interacting with digital screens.
Now Nielsen can play a bigger role. The company said it has entered into a new “multi-year” pact with Allen Media that calls for measurement across national networks and syndicated programming across both cable and digital. The deal also calls for the use of Nielsen’s new “big data” products that examine interactions with smart TVs and broadband devices, as well as traditional viewer panels.
“We are so happy to be partnering with Allen Media Group, and we are thrilled that they recognize the work we do every day to develop and improve measurement to support all of our valued customers,” said Karthik Rao , CEO of Nielsen, in a prepared statement. “Nielsen is a leader in audience measurement, and our linear TV and streaming viewership and data are the trusted sources of truth for the industry. We look forward to continuing our relationship with AMG and providing them with the insights they need to grow their businesses.”
The companies did not disclose the financial terms of the deal.
In recent months, Nielsen has attempted to respond to major industry criticism with its ‘Big Data + Panel’ product. The company has also expanded its capabilities to track viewers watching TV in bars, hotels and offices and expanded its efforts to research niche subgroups of consumers and gauge whether exposure to commercials has led to a tangible business outcome, such as a purchase or visit . to a showroom or website.
VideoAmp has emerged as one of Nielsen’s main rivals, with many media agencies adopting its use and other media companies making their own deals with the company. Paramount Global said earlier this week it would rely on VideoAmp for measurement after failing to reach an agreement with Nielsen on a contract extension. That decision has kept the company relatively quiet despite the fact that its flagship CBS broadcast network televised several events with large audiences, including this week’s vice presidential debate moderated by CBS News; a new episode of “60 Minutes,” one of TV’s highest-rated news programs; and NFL football on Sundays.
Still, VideoAmp has had some financial problems and earlier this year appointed veteran media executive Peter Liguori as chairman.
suggested Byron Allen during an interview with Variety last year. his company was dissatisfied with Nielsen’s efforts. “A lot of decisions are being made that shouldn’t be made based on the fact that the measurement isn’t as strong as VideoAmp, and I think it’s important that we get the scorecard right,” Allen said in December. “We all work hard, but we don’t get any recognition for what we put on the plate. Now the technology is in place to provide greater transparency and accuracy, and we as an industry must adapt.”
He praised his company’s relationship with Nielsen on Friday. “Allen Media Group has been doing business with Nielsen for more than three decades and this deal is an extension of that long-standing relationship,” he said in a statement. “Our commitment has always been to provide our customers with data that proves the value of our networks and syndicated shows. Allen Media Group is steadfast in our goal of providing our customers with more tools and advanced measurement that demonstrate the impact and reach of our content.”
