BrandsParamount+ Super Bowl ad is the most engaging, two weeks later

Gayle King, Shemar Moore, Dora the Explorer and other celebrities show up in streaming platform ad
Marcom Weekly StaffFebruary 15, 20212 min
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Ads run in the Super Bowl are worth millions and the work that goes into them may even be equally as pricey. According to iSpot Marketing, 67 different brand spots (and 87 ads overall) generated $481.2 million in estimated ad revenue for CBS, plus 6.3 billion TV ad impressions. What’s more impressive however is the Super Bowl ad for a service that hasn’t yet launched. This week the ad is the most engaged: 28.05% digital share of voice, more than 4 million views, 14,000+ social actions based on metrics reported by iSpot.tv.

On March 4, CBS All Access is becoming Paramount+. The network claims, “it’s everything you love about CBS All Access, but with even MORE to stream.” Its Super Bowl ad featured an all-star cast of characters including DJ Khaled, Dora the Explorer, Gayle King, Shemar Moore and SpongeBob SquarePants.

Earlier this year, ViacomCBS announced it will also bring Paramount+ to international markets with initial debuts in Latin America on March 4, 2021; the Nordics on March 25, 2021; and Australia in mid-2021. The CBS All Access service in Canada will be rebranded to Paramount+ on March 4, 2021, and an expanded offering will be available later in the year.

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