Citing the cost, Paramount Global and Nielsen have failed to reach a renewal agreement. For now, Paramount will be using the audience data of Nielsen rival VideoAmp.

A Nielsen spokesperson told TheWrap at the time that it hoped to reach a new deal and continue to partner with Paramount, and emphasized that all of its other customers and the industry at large would continue to have full access to its data, even if a new deal is not reached by the deadline.

Nielsen and Paramount, which owns CBS, failed to renew their contract ahead of tonight's vice presidential debate. The big picture: Nielsen is still considered the gold standard for measuring ratings,