Linking Attention, Brand Lift, Site Visits, Leads And Sales Across Streaming And Linear In One Campaign View.
Paramount Australia, a Skydance Company, is partnering with Adelaide, Cint and Infinitum to become the first broadcaster in Australia to measure attention, brand lift, site visits and sales in a single campaign, and to demonstrate the relationship between media quality and outcomes across the funnel.
An Adelaide audit has established that 10 and Paramount+ deliver an average AU score of 71.98 on CTV, 22% above Adelaide’s benchmark. AU is Adelaide’s 0 to 100 media quality metric, which predicts a placement’s likelihood of capturing attention and driving business outcomes. Live Big Brother content scored up to 80, 36% above benchmark, while strong scores across Paramount’s key genres gave Paramount Connect the evidence to build new high-attention packages for advertisers.
From attention to action, Adelaide brings the industry’s most widely adopted attention-based media quality metric, Cint’s Lucid Measurement Dashboard provides real-time insights into brand lift, and Infinitum links streaming ad exposure to real on-site actions across the household.
The measurement solution launches across Paramount+ and 10 Streaming, with media intelligence company Samba extending it to 10 linear in 2027 via ad exposure matching. It gives agencies and advertisers the market’s first full-funnel, cross-screen measurement, built for smarter planning, sharper optimisation and stronger results.
Grant Madigan, VP Sales, Paramount Australia, said: “We have always known our environments drive outsized attention, and now we can prove it, and show what it delivers. Last-touch attribution has favoured social and performance channels for too long, and this puts premium video on the same playing field.
“We want every major campaign across linear, BVOD and SVOD measured to demonstrate the quality of our media and its impact on brands’ business outcomes.”
Marc Guldimann, CEO & Co-founder, Adelaide, said: “Streaming has transformed how audiences consume television, but measurement hasn’t kept pace. As advertisers spread investment across more screens, platforms, and viewing environments, understanding the quality of that inventory and its contribution to business outcomes becomes increasingly important. Paramount is taking a meaningful step toward greater transparency and accountability in premium video, helping buyers make more informed decisions based on the value their media delivers.”
Ben Quantick, Measurement Lead, APAC, Cint, said: “Advertisers need to understand the full-funnel impact of how their campaigns are driving business growth. Cint is thrilled to be a partner of Paramount Australia’s in the launch of their market-first full-funnel solution. By pairing Cint’s real-time brand lift insights with attention and outcome metrics, we’re removing the guesswork for advertisers while campaigns are still in-flight.”
Simon Gentry, Co-Founder of Infinitum, said: “It’s exciting times for Paramount Australia and their advertisers. Infinitum’s arrival will inform, empower, and demonstrate the premium value that Paramount’s assets deliver to performance advertisers.” This measurement solution is the proof layer for Paramount’s advertising innovation and data solutions, ensuring every solution is tied to measurable outcomes.
