Time Warner re-signs with Nielsen

Nielsen to provide services to all of TW's business units

Time Warner and the Nielsen Co. on Wednesday announced an unprecedented seven-year agreement.

The deal includes the measurement company providing TV-, online- and mobile-viewing data as well as lending research on advertising segmentation and consumer engagement. (Nielsen is the parent company of The Hollywood Reporter.)

"As people spend more time consuming media on an increasing variety of platforms and devices, it is crucial that we continue to improve how content usage is captured," Turner Broadcasting chief research officer Jack Wakshlag said. "Our new agreement with Nielsen will provide all Time Warner businesses aggregate measurement and improved reporting across the media landscape. We have also agreed to continue our collaboration to foster innovation in the media-measurement space."

The news follows a Financial Times report last week saying that several major media companies (including Time Warner) were developing their own measurement service combining traditional TV ratings and digital platform usage. Time Warner's deal with Nielsen was completed before the publication of the FT report.

The agreement provides Nielsen services to such media outlets as Turner Broadcasting, the CW, HBO, Warner Bros. Domestic TV Distribution, Time and RET Media.

"We are extremely pleased to continue a long-standing relationship with Time Warner," said Sara Erichson, president of media client services North America at Nielsen. "Through the years, Time Warner has collaboratively worked with us to help improve the media-measurement business as a whole, and we look forward to continuing that work."

Separately Wednesday, Time Warner said it had signed a deal with YouTube to feature program clips from a range of its cable networks including CNN, Cartoon Network and Adult Swim. No financial details were disclosed.

Some Time Warner-owned programing already is available on YouTube including HBO and CNN International outside the U.S. The new deal will allow YouTube users in the U.S. to watch short clips of such television shows as "Gossip Girl" and the "The Ellen DeGeneres Show" as well as some Warner Bros. movies.