Paramount Australia has announced a measurement partnership with Adelaide, Cint, and Infinitum to unify advertising performance tracking across linear TV and streaming platforms. The initiative aims to link attention metrics and brand lift with household-level outcomes, with plans to integrate Samba TV for linear measurement by 2027.
This partnership addresses the fragmentation between traditional broadcast and digital video by providing a single view of the consumer journey. By moving beyond basic reach and frequency to include attention scores and direct-response metrics, Paramount Australia is attempting to justify premium pricing against lower-cost digital channels. The move signals a shift in the Australian market toward performance-based outcomes for high-impact video inventory. As streaming growth outpaces legacy measurement standards, this unified approach forces competitors to prove their own attention-to-sales conversion rates. Watch for the 2027 linear integration to see if Samba TV can effectively bridge the gap between broadcast exposure and digital conversion data.
Paramount Australia has launched a unified ad measurement framework across Paramount+ and 10 Streaming. By partnering with Adelaide, Cint, and Infinitum, the broadcaster now tracks attention scores and direct-response outcomes. This initiative aims to bridge the gap between traditional broadcast and digital video, justifying premium pricing through performance-based data.
Paramount Australia has partnered with Adelaide, Cint, and Infinitum to provide integrated attention metrics and brand lift insights.
An Adelaide audit recorded an average attention score of 71.98 for Paramount+ and Channel 10 CTV inventory, which is 22% above the benchmark.
Samba TV will extend the unified measurement framework to include linear broadcast television inventory starting in 2027.
The Infinitum integration allows advertisers to connect streaming ad exposure directly to specific household-level outcomes, such as website leads and purchases.
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