Brian Steinberg-Senior Japan audience ViacomCBS Nielsen Brian Steinberg-Senior Japan

ViacomCBS, Dentsu Move Away From Nielsen in New Audience-Measurement Pact

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variety.com

Brian Steinberg Senior TV EditorViacomCBS is among the big media companies rushing to find new ways to measure video audiences.

Starting next year, the entertainment conglomerate expects to start doing deals based on a new yardstick.Dentsu, the Japanese ad conglomerate that owns Carat and Merkle, among other U.S.

firms, expects to base some of its media deals with ViacomCBS properties on new kinds of tabulation of consumers. The pact is the latest sign of how the media and advertising sectors are looking for alternatives to their main measurement source, Nielsen, as more consumers move from watching TV programs in linear fashion to enjoying them on demand thanks to streaming services and mobile and broadband technology.

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