CBS plays middleman between advertisers and sports influencers

Paramount teams up with sports creators

Together with

The Future. Paramount Global knows during sports games, people are watching their TVs and staring down at their phones. That’s bad news for advertisers when their intended audience is scrolling X or TikTok during the commercial break. So, Paramount is offering a way to capture those eyeballs, too. The move may pave the way for brands to broadcast commercial campaigns on two screens simultaneously… in other words, there’s no escape.

Content ref
Paramount is positioning itself between sports audiences’ first and second screens.

  • Paramount Advertising (Paramount Global’s ad sales and brand partnerships arm) is launching CBS Sports Creator Studio, which aims to connect digital creators with advertisers.
  • The plan is to facilitate the creation of custom content for social platforms that can run during sports coverage.
  • It also wants to provide resources to creators and advertisers to build campaigns around CBS Sports programming.
  • It’ll also leverage Paramount’s creator-focused businesses that it recently acquired, WhoSay and VidCon.

The studio is kicking off with three offerings: “Influence X Tentpole” (influencers get access to televised events), “Influence & CBS Sports IP” (influencers get behind-the-scenes access to sports programs), and “White Label Influence” (brands get paired with an influencer or athlete to make a campaign). 

The hope: whether audiences are watching the game or looking up highlights on X, advertisers will get their eyeballs.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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