Allen Media Strikes New Nielsen Alliance After Touting Rival VideoAmp in 10-Year Deal (EXCLUSIVE)

Allen Media Group, the owner of TV’s Weather Channel and 27 TV stations, is putting Nielsen in a closer embrace after giving the measurement giant a colder shoulder last year.

Allen, controlled by entrepreneur Byron Allen, raised eyebrows in 2023 when it struck a ten-year deal with Nielsen rival VideoAmp to serve as the primary audience-measurement service for its negotiations with advertisers for national cable inventory. At the time, the move was viewed as one of an increasing number of signs of dissatisfaction with Nielsen’s ability to tabulate viewers across linear, streaming and out of home as they increasingly moved to interaction with digital screens

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Now, Nielsen may have a greater role to play. The company said it had entered into a new “multi-year” pact with Allen Media that calls for measurement across national networks and syndicated programming through both cable and digital. The deal also calls for use of Nielsen’s new “big data” products that examines interactions with smart TVs and broadband devices as well as its traditional viewer panels.

“We’re so pleased to be working with the Allen Media Group, and we’re thrilled that they are recognizing the work we’re doing every day to evolve and improve measurement in support of all of our valued clients,” said Karthik Rao, CEO of Nielsen, in a prepared statement. “Nielsen is the leader in audience measurement, and our ratings and data across linear TV, and streaming 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 business.”

The companies did not disclose financial terms of the deal.

Nielsen in recent months has worked to respond to a high level of industry criticism with its “Big Data + Panel” product. The company has also expanded its abilities to track viewers who watch TV in bars, hotels and offices and expanded its efforts to examine niche subsets of consumers as well as gauge whether exposure to commercials led to a tangible business result, such as a purchase or visit to a showroom or web site.

VideoAmp has developed into one of Nielsen’s primary rivals, with many media agencies adopting its use and other media companies striking their own deals with the company. Indeed, Paramount Global earlier this week said it would rely on VideoAmp for measurement after failing to come to terms with Nielsen for a contract renewal. That decision has kept the company relatively quiet despite its flagship CBS broadcast network televising several big-audience events, including this week’s vice-presidential debate moderated by CBS News; a new episode of “60 Minutes,” one of TV’s highest-rated news shows; and NFL football on Sunday.

Even so, VideoAmp has had some financial struggles and installed veteran media executive Peter Liguori as its chairman earlier this year.

Byron Allen suggested during an interview with Variety last year. his company was dissatisfied with Nielsen’s efforts. “A lot of decisions are being made that should not be made based on the measurement not being as strong as VideoAmp, and I think it’s important that we get the scorecard right,” Allen said in December. “We are all working hard, but we’re not getting credit for what we put up on the board. Now the technology is in place to provide greater transparency, greater accuracy and we as an industry have to adapt.”

He praised his company’s relationship with Nielsen on Friday. “Allen Media Group has been in business with Nielsen for over 30 years and this deal is an extension of that long-term relationship,” he said in a statement. “Our commitment has always been to deliver our customers data that shows the value of our networks and syndicated shows. Allen Media Group is steadfast in our goal of providing our customers more tools and advanced measurement that shows the impact and reach of our content.”