ViacomCBS has wrapped its upfront negotiations seeing “historic demand” that was solid across the board and benefitted from the conglom’s broad portfolio strategy.
The company didn’t provide any numbers but color, from a person familiar with the negotiations, was rosy and in line with recent upbeat indications from CEO Bob Bakish and JoAnn Ross, chief advertising revenue officer.
It saw strong dollar volume growth in sports with excitement around the NFL schedule and “notable” demand around the CBS broadcast schedule.
Among key advertisers, tt saw strong growth from the post-pandemic return of the travel and movie categories, as well as new business from emerging DTC brands.
New streaming service Paramount+ and fast-growing Pluto TV drove significant investment and helped position ViacomCBS with meaningful reach. EyeQ, the person, said is now one of the biggest premium video ad platforms in digital media making it easier for clients to shift spend towards digital with content bundles of like-to-like groupings of programming that mirror linear product.
The company saw strong dollar volume growth in sports with excitement around the NFL schedule and “notable” demand around the CBS broadcast schedule.
The person also cited significant growth in Vantage, its advanced advertising product that helped advertisers target audiences.
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