Circana, Paramount, and iSpot Announce Largest Deployment of Continuous CPG Measurement in TV Advertising

Group 1 - Circana, Paramount, and iSpot announced a collaboration to provide "always-on" sales and conversion measurement for consumer packaged goods (CPG) advertisers starting in Q2 2025 [1][2] - This partnership aims to integrate real-time sales and conversion data across Paramount's portfolio, enhancing media transparency and precision for CPG advertisers [2][3] - Paramount becomes the first national television broadcaster to offer CPG advertisers insights into campaign effectiveness, including real-time household engagement and purchasing behaviors [2][3] Group 2 - The collaboration allows CPG advertisers to link in-store sales directly to their advertising investments across Paramount's broadcast, cable, and digital properties [3] - The integration of Circana's daily conversion data into iSpot's platform enables continuous performance data across campaigns, facilitating ongoing learning and optimization [2][3] - iSpot emphasizes that always-on attribution measurement at scale improves tracking and justifying investments, benefiting both buyers and sellers in the advertising ecosystem [3] Group 3 - Circana is recognized as a leading advisor on consumer behavior, providing insights that help brands and retailers unlock business growth [4] - iSpot is a trusted cross-platform TV measurement company that delivers real-time, actionable information for brands, networks, and agencies [5] - Paramount Global is a major media and entertainment company with a diverse portfolio, including CBS, Paramount Pictures, and streaming services like Paramount+ [6][7]