Paramount Also Claims 'High Single-Digit' Upfront Ad Price Gains

Paramount Global finished its upfront deal-making for the 2022-2023 TV season much like other networks, posting high single-digit percentage cost-per-thousand gains, according to company executives.

They said sales volume increases were obtained across all platforms, especially for digital media.

At at Credit Suisse investor conference early last week, Paramount Global President-CEO Bob Bakish said he was particularly surprised by the strength price gains for the company’s cable networks.

“Interesting that we're in high [single-digits] for cable, too,” he said. “Historically, cable has lagged broadcast, tucked in under it. We're delivering high singles on both, and that's a reflection of the quality of our products but also that we were bringing it to market.”

Paramount executives said there was “healthy growth” in most ad categories including pharmaceutical, digital-to-consumer businesses, finance, and household/personal care.



They said Paramount’s “EyeQ” streaming/digital platforms and creative ad solutions suite continued to grow. EyeQ includes advertising business for its free, ad-supported streaming platform, Pluto TV, and its subscription streaming service, Paramount+, as well as other Paramount brand apps, and OTT partner apps.

Paramount executives added they continue to be in conversations with media agencies about new alternative currencies as the basis of their ad deals.

Last year, CBS took in $2.5 billion in upfront prime-time sales, according to industry estimates. During 2021, Paramount Global’s overall ad sales rose 11% to $9.3 billion.

Ad revenues from streaming platforms, mainly Pluto TV and Paramount+, grew 51% to $2.2 billion.

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