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CHICAGO – Circana, Paramount, and iSpot have announced a groundbreaking collaboration to introduce continuous, real-time sales and conversion measurement for consumer packaged goods advertisers. Beginning in Q2 2025, all CPG brands advertising on Paramount’s linear and digital channels will gain access to always-on performance measurement, seamlessly connecting in-store sales with advertising spend.
“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 broadcaster to provide CPG advertisers with comprehensive, real-time insights into ad performance, including household engagement and purchasing behaviors. By integrating Circana’s daily conversion data into iSpot’s measurement and attribution platform, advertisers can continuously track campaign performance across Paramount’s broadcast, cable, and digital networks—enabling data-driven adjustments that maximize ROI.
“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.”
The collaboration enables large-scale, always-on attribution measurement, eliminating the need for time-consuming, ad-hoc performance studies.
“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.”
Paramount, iSpot, and Circana will discuss this industry-defining initiative at the Circana Growth Summit on April 7 in Orlando, Fla. in their breakout session, The Future of TV Measurement Is Now in Prime Time.
