Feb 3 (Reuters) - Media giant Paramount Global ( PARAA )

and Nielsen have signed a new deal that would see the research

firm provide measurement and analytics services across the CBS

parent company's platforms, ending a long-running dispute.

The multi-year deal, effective immediately, includes

measurement for Paramount's national and local broadcast, cable

networks, and streaming on Paramount+ and Pluto TV.

Paramount has also licensed new Nielsen services as part of

the agreement including Advanced Audiences, ad-supported

streaming platform ratings to help form advertising, programming

and licensing strategies.

"We are thrilled to resume our partnership with Paramount,"

said Karthik Rao, Nielsen CEO, adding that the deal will be a

"win for everyone: Nielsen, Paramount and all of our joint

advertising partners."

The media company had ended its partnership with Nielsen

last year, deciding not to renew a contract that expired on

Sept. 30, according to a Variety report.

The companies were in renewal discussions for months, the

report said, but could not agree on pricing terms. In the

interim, Paramount used a different measurement firm, VideoAmp,

a rival to Nielsen.

"This really is not about affordability. It's about getting

the value we need for what we pay," Paramount Global ( PARAA ) co-CEO

George Cheeks had said during the company's last earnings call

in November. "... we wouldn't want the Nielsen fee for certain

networks to be greater than the ad revenue those networks

actually generate."

Music's Grammy Awards was broadcast live on CBS on Sunday

and the viewership for Golden Globes on CBS, Paramount+ and the

CBS app averaged 10.1 million people in January, according to

VideoAmp.