CBS’s contract with ratings service Nielsen ended yesterday, but the two sides are still talking.

Word is that CBS is holding firm and wants to pay Nielsen less than they have in the past. TV groups like Nexstar have already dumped Nielsen and moved to Comscore. If CBS dumps Nielsen it will be a huge blow to the ratings service and might be the fist domino to fall in the network ranks.

While Nielsen is not caving to CBS’s demands, it is clear that they have much more to loose in this battle than CBS.

Look for CBS to come out on top of this negotiation.