For years, advertisers have struggled to identify a true connection point with how advertising and marketing dollars are spent with real-world business outcomes—like how a movie promo drove box office sales or a sales ad prompted in-store foot traffic.
Building on last week’s news that iSpot developed and launched Outcomes at Scale to help the industry uncover this “Holy Grail” of ad knowledge, leading CPG marketing intelligence platform Circana, global media, streaming and entertainment leader Paramount and iSpot are collaborating for yet another watershed moment.
The companies will partner to bring “always-on” sales and conversion measurement to consumer packaged goods (CPG) advertisers—one of the largest advertising categories in the industry. Starting this quarter (Q2 2025), all CPG brands advertising on Paramount’s linear and digital channels will have access to continuous, transparent performance measurement, bridging the gap between in-store sales and advertising investment.
Read the full news below. Additionally, Paramount, iSpot, and Circana will be presenting a breakout session, The Future of TV Measurement Is Now in Prime Time, at the Circana Growth Summit on April 7 in Orlando, Florida.
Circana, Paramount, and iSpot Announce Largest Deployment of Continuous CPG Measurement in TV Advertising
Strategic alliance sets a new standard for media transparency and data-driven advertising
CHICAGO — March 31, 2025 — Circana, LLC, Paramount (NASDAQ: PARA, PARAA), and iSpot today announced a new collaboration to bring “always-on” sales and conversion measurement to consumer packaged goods (CPG) advertisers. Starting in Q2 2025, all CPG brands advertising on Paramount’s linear and digital channels will have access to continuous, transparent performance measurement, bridging the gap between in-store sales and advertising investment.
“We’re integrating real-time sales and conversion data across Paramount’s entire portfolio, setting a new standard in media transparency and precision,” said Mike Quinn, senior vice president of global media, Circana. “This collaboration is a testament to Paramount’s commitment to innovation and reflects the transformation and convergence occurring across digital and linear media, being led by companies like iSpot. With a consistent view of campaign performance, CPG advertisers now have the tools they need to optimize their investments and make data-driven decisions that drive real impact.”
Paramount is the first national television broadcaster to offer CPG advertisers unparalleled insight into the effectiveness of their campaigns, including real-time data on household engagement and purchasing behaviors. With Circana’s daily conversion data integrated into iSpot’s measurement and attribution platform, advertisers will receive continuous performance data across their campaigns and across Paramount’s linear and digital portfolio, enabling ongoing learning and optimization for their campaigns.
“This partnership builds on our commitment to delivering performance-driven solutions and highlights our ongoing efforts to drive meaningful outcomes that provide greater value to our clients,” said Travis Scoles, executive vice president of Advanced Advertising, Paramount. “For CPG advertisers, we can now directly link in-store sales to their investments across our leading portfolio of broadcast, cable, and digital properties—ensuring a unified view of campaign performance and that our advertisers’ dollars go further.”
“Always-on attribution measurement done at scale, across platforms, isn’t just a fast way to track and justify investments, it’s a better way for both the buy and sell side to drive revenue and deliver more impactful ad experiences,” said Lindsey Woodland, senior vice president of Client Data Science, iSpot. “Outcomes at scale move performance tracking closer to the point of transaction and broaden the tent to include brands and products of all sizes that don’t always have the time and resources to perform a rapid analysis on impact.”