Overview

• Paramount Global confirms it will continue its intimate upfront dinner format for a third year, citing better advertiser engagement compared to traditional presentations.
• This year’s upfronts showcase Paramount's extensive content slate, including hit shows, live events like the VMAs, and sports such as the NFL and March Madness, representing 9% of U.S. TV viewing.
• The company highlights its Outcomes at Scale platform, created with iSpot.tv, which provides advertisers with detailed insights into ad performance and consumer responses.
• Paramount recently renewed its measurement partnership with Nielsen, supporting a multi-currency media ecosystem while adapting to Nielsen’s new big data panel product.
• Economic uncertainty from shifting tariffs and the pending $8 billion Skydance Media merger adds complexity to advertiser decision-making, though the merger is not impacting short-term advertising discussions.