Apr 01
PARAMOUNT WRITERS MENTORING PROGRAM APPLICATIONS NOW OPEN
Full Stream Ahead
Full Stream Ahead
Streaming offers audiences the freedom to curate their own personalized entertainment slate, whether that's starting a niche Scandinavian crime thriller at 2:00 AM or deep-diving into a risqué reality dating show on a whim. Yet, as viewers retreat into these individualized worlds, the shared "watercooler moments" and "can you believe that" gasps that once unified audiences have become increasingly rare.
Marketers feel this shift acutely as streaming takes center stage in their media strategies. As audiences and content fragment further, the environment becomes messier, scale feels more "slippery," and unmistakable brand moments become more difficult to pull off. Paramount Advertising’s latest whitepaper, Full Stream Ahead, explores a growing shift in consumer behavior toward increased intentionality and how that is creating new opportunities for brands to break through.
Download the whitepaper to learn how today’s viewers are reshaping the landscape:
- Raising the Content Standard: How viewers navigate the high-stakes calculation of “what to watch” to ensure that their finite free time is spent on high-quality experiences.
- The Resurgence of the Weekly Watch: Why streamers are returning to appointment-style viewing to spark real-time connection with their communities.
- The Power of Premium Content: How "must-watch" series like Landman, Tulsa King and Mayor of Kingstown are successfully capturing collective attention.
- Delivering Scale and Breakthrough: How the new Streaming Fixed Unit enables brands to own the moment and drive cultural impact.
/Insights/Download%20(1).png)
Paramount Advertising's Insights Hub showcases smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us for additional questions.
Advertising
POWERED BY STORY.
ACCELERATED BY TECHNOLOGY.
LATEST NEWS AND INSIGHTS
-
Read: WhitepaperFull Stream Ahead
Our latest whitepaper, Full Stream Ahead, explores a growing shift in consumer behavior toward increased intentionality and how that is creating new opportunities for brands to break through.
-
Read: Content Success‘The Madison’ Delivers Sheridan’s Biggest Debut
The Madison has become Taylor Sheridan’s most watched first season launch to date, with the premiere episode drawing 8 million global views in its first ten days on Paramount+ following its March 14 release.
-
Read: The PeakIdentity Matters
Our identity assets power interoperability, linking data, inventory, and audiences like never before. And tools like our new optimizer are just the beginning.
-
Read: The PeakNostalgia Squared
SpongeBob SquarePants celebrates 25 years with a special Wendy's® Krabby Patty Kollab, leaning into nostalgia and leveraging beloved characters to create memorable brand experiences for kids and adults.
-
Read: The PeakNews: It's For Everyone, Everywhere, Every Way
News is constant but how we consume it isn’t. At CBS News, we’re evolving with these shifts, creating solutions that honor our legacy and shape the future for audiences and advertisers alike.
-
Read: The PeakSlime, Blimps, and the Future of Kids' Entertainment
This year’s 37th Nickelodeon Kids’ Choice Awards showcased a true kaleidoscope of relevance across pop culture trends, changes in technology, and how to empower and reach new generations of kids in the most authentic ways.
Get In Touch
Mastercard Makes a Sustainable Statement at The GRAMMYs
Mastercard Makes a Sustainable Statement at The GRAMMYs
by Paramount Advertising
Music’s Biggest Night A Win for Brands
For the 18th year running, the Grammy Awards reign supreme as music’s ultimate night. As The Recording Academy’s ® official partner, CBS boasts unparalleled access to this star-studded night and a golden opportunity for brands to forge a genuine connection with music lovers.
/Case%20Study/Mastercard%20Results%20Image%201%20(1).png)
Where Passion Meets Purpose
Mastercard and a leading multi-platinum artist, set their sights on a bold partnership with The Grammys to craft an unforgettable in-show experience that ignited passionate advocacy and placed Mastercard’s commitment to global tree restoration center stage.
Activating the Power of Paramount
Paramount, leveraging its powerhouse portfolio, orchestrated a collaborative program centered around a truly unmissable moment within the 66th GRAMMY Awards that actively engaged viewers. Mastercard and the leading artist made waves with a visually stunning, nature-themed performance of their highly anticipated brand-new single, airing seamlessly as a 3-minute commercial pod across linear, Paramount+ and VOD platforms as well as generating significant buzz across CBS social channels.
Undeniable Results
The campaign drove significant lifts in nearly all awareness metrics as well as brand opinion, consideration and recommendation. Campaign exposure significantly shifted viewers’ associations with the brand tagline. 9 in 10 campaign viewers held a favorable opinion of the brand and were likely to consider it post-exposure and 8 in 10 viewers were likely to recommend the brand.
/Case%20Study/Mastercard%20Results%20Image%202%20(1).png)
The Paramount Advertising Insights Hub is for smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us with additional questions.
Pizza Hut, Pop Culture's Pizza
Pizza Hut, Pop Culture's Pizza
by Paramount Advertising
Superbowl LVIII: Making History
Super Bowl LVIII and Paramount delivered the ultimate entertainment experience, attracting a staggering 123.7 million viewers across networks and was the most watched television event in history. The Super Bowl is no ordinary sporting event. It's a pop culture powerhouse that grips the nation every year. From show-stopping halftime performances, gripping gameplay and celebrity buzz, it’s where brands have the chance to make history.
/Case%20Study/Pizza%20Hut%20Results%20Image%201%20(1).png)
Seizing an Iconic Moment
Paramount took on the exciting challenge of positioning Pizza Hut as the undisputed “Pizza of Pop Culture” by leveraging the power of sports and the Super Bowl. Pizza Hut’s hot new honey product and “Pizza wHut?” hero messaging was promoted through a star-studded campaign cementing their iconic status in pop culture.
Bringing the Sweet & Heat
Pizza Hut fueled the Super Bowl hype with a sizzling campaign teasing pop culture’s hottest new “item”, celebrity power couple: actress Antonia Gentry and NFL star Tommy Devito, dubbed #sweetandheat. The real sweet and heat item? Pizza Hut's new honey product, unveiled in a surprise twist. The spot, amplified by cameos from CBS Sports talent aired live during CBS’ pre-game coverage and was distributed across CBS Sports and Pizza Hut’s social media accounts.
/Case%20Study/Pizza%20Hut%20Campaign%20Desktop%20Article%20Image.png.png)
Serving up Results
The campaign drove significant lift in unaided ad awareness, unaided brand awareness and purchase consideration, as well as delivering lift in “a brand for someone like me.” The fan favorite ad was ranked as one of the top 2024 Super Bowl ads by SB Nation, Fansided and more. Furthermore, 93% of those polled agreed that the partnership between CBS Sports and Pizza Hut was a good idea.
/Case%20Study/Pizza%20Hut%20Results%20Image%202%20(1).png)
The Paramount Advertising Insights Hub is for smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us with additional questions.
Breaking Barriers: ViiV’s PrEP Push
Breaking Barriers: ViiV’s PrEP Push
by Paramount Advertising
You Better Werk it, Brands!
The conversation surrounding best practices for marketing to the LGBTQ+ community and the fear of brand missteps highlights important questions around how brands can genuinely embrace inclusivity in their marketing. Brands need to extend audience and consumer trust outside high-profile moments like Pride Month and foster meaningful connections with the LGBTQ+ community year-round. RuPaul’s Drag Race, a cultural touchstone for 16 seasons, is a powerful platform for celebrating the LGBTQ+ community, educating viewers on critical issues and an opportunity for brands to forge meaningful and resonant brand partnerships around the LGBTQ+ community.
/Case%20Study/VMAs%20Results%20Image%201%20(1).png)
At the Intersection of Entertainment and Education
ViiV Healthcare teamed up with Paramount and RuPaul’s Drag Race Season 16 to disrupt traditional pharma advertising. The goal? To create a cultural connection that breaks down the stigma surrounding HIV PrEP, a crucial tool for prevention and ultimately improving health outcomes within the queer community.
PrEP on the Runway
ViiV Healthcare broke new ground with a season-long, first-of-its-kind content partnership that highlighted their PrEP options. The comprehensive 360 program featured the biggest premiere event and first ever Drag Race fashion show in franchise herstory, custom content featuring Season 15 winner Sasha Colby and a bespoke interview segment with judge Michelle Visage that aired during each episode.
Sashay to Success
The ViiV Healthcare and RuPaul’s Drag Race partnership surpassed benchmarks across all key brand metrics. The campaign significantly boosted category association, brand awareness, ad recall and brand opinion. Notably, 9 out of 10 viewers acknowledged the show’s positive impact on promoting ViiV Healthcare. The campaign’s success was further amplified by the strategic placement of commercials for Apretude, the company’s PrEP brand which saw triple-digit lifts in brand awareness and double- digit lifts in brand opinion.
/Case%20Study/ViiV%20Results%20Image%202%20(1).png)
The Paramount Advertising Insights Hub is for smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us for additional questions.
VMAs: 40 Years of Fandom and Fun
VMAs: 40 Years of Fandom and Fun
by Paramount Advertising
In 2024, the VMAs celebrated its 40th anniversary with a star-studded event in New York, reaching its biggest audience in 4 years and dominating social media with a record-breaking 66M+ interactions. Fans love getting in on the action, casting over 1.1 BILLION votes across categories. It's undeniable that the VMAs are the most iconic, fearless and culturally relevant award show on TV.
The Ultimate Stage for Music and Pop Culture
A QSR advertiser returned for its fifth year as a VMAs sponsor to spark buzz for its new drink item. The goal: to embed the brand into summer and music culture while driving interest in their new drink, particularly with Zillennials. What better way to do that then to showcase the new product in the hottest music event of the season?
Bringing the Campaign to Life
To make a splash, Paramount teamed world-renowned choreographers Les Twins and music legend Sean Paul to reimagine the iconic summer music video, “Temperature”, featuring the brand’s new drink. The brand and its new product were immersed in all things VMAs. The sponsorship included a Video of the Year voting sponsorship, red carpet moment and social, in-show and on-the-ground presence, turning the product launch into a cultural moment.
Refreshing Results, Cool Payoff
The campaign drove a major sales boost, especially among Zillennials. Overall sales lift of the drink surpassed QSR norms by 4x, and there was a +13% sales lift among A18-24. Viewers loved the Les Twins and Sean Paul collab, with nearly all viewers saying they were a good fit and that the sponsorship was a good idea. The brand’s longstanding partnership with VMAs continued to deliver, seeing the best performance in 5 years across 20 brand and creative metrics. No stage connects brands to music, summer, and pop culture like the VMAs, and the QSR brand and its new drink item stole the summer spotlight.
/Case%20Study/VMAs%20Results%20Image%202%20(1).png)
The Paramount Advertising Insights Hub is for smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us for additional questions.
Nostalgia Squared: Wendy’s Celebrates 25 Years of SpongeBob
Nostalgia Squared: Wendy’s Celebrates 25 Years of SpongeBob
by Paramount Advertising
The Challenge: Drive in-store traffic
In a competitive QSR landscape, Wendy’s needed a way to stand out and connect with younger audiences while reinforcing its cultural relevance. The objective was twofold: drive in-store traffic and sales while creating a moment that fans would remember and share.
The Solution: Tap SpongeBob IP for a first-ever collaboration
To celebrate SpongeBob SquarePants’ 25th anniversary in the fall of 2024, Wendy’s partnered with Paramount Advertising for the first-ever Krabby Patty Kollab, introducing a limited-time menu inspired by Bikini Bottom. This wasn’t just a product launch, it was a cultural event. Fans have speculated for years about the taste of a Krabby Patty, and Wendy’s brought that curiosity to life with its own twist, alongside a Pineapple Under the Sea Frosty. The collaboration spanned more than 6,700 locations across 12 markets, including the U.S., Canada and select international regions.
Watch the national commercial here:
/Case%20Study/WendysArticleDesktopCampaignImage.png)
Paramount Advertising’s insights into heirloom fandoms, where parents and kids share beloved IP, were central to the strategy. SpongeBob is one of the rare franchises that bridges generations, and nostalgia became the emotional hook. The campaign leveraged custom creative, influencer activations and social-first content to amplify the experience across Paramount channels and beyond.
The Results: Lift in sales, purchase intent and brand impact
The Krabby Patty Kollab didn’t just trend, it delivered real business impact. Fans responded immediately: the campaign trended #1 and #2 on Snapchat, with 125 creators driving a social footprint of 452M, and generated 111M views, 3.5M engagements and 903 posts across platforms.
/Case%20Study/CaseStudyHeroImage1920x9603.png)
Impact on Sales:
• 7% lift in restaurant visits and 4% lift in overall sales, a 2x lift vs QSR category norm
• Nearly 50% of Krabby Patty Kollab limited time offer product sales were influenced by SpongeBob fandom or nostalgia
Impact on Behavior:
• 5x lift in Purchase Intent
• 81% of A18-24 said they would be more likely to consider Wendy's after seeing the campaign
Impact on Brand:
• 5x lift in Brand Familiarity
• 3x lift in Brand Favorability
• 2x lift in Unaided Awareness
Source: Paramount Audience Impact & Intelligence, ABCS Research, Q42024
By tapping into nostalgia and cultural relevance, Wendy’s and Paramount Advertising turned a beloved cartoon into a real-world experience that drove measurable growth and showcased the power of fandom.
The Paramount Advertising Insights Hub is for smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us with additional questions.