Paramount Global : Karen Phillips on Paramount’s Advertising Advantage

NB: How are we utilizing partnerships and integrations to meet client needs?

KP: Through creative and thoughtful integrations, we're enabling advertisers to connect with consumers by seamlessly featuring their products or services within the most popular programming on broadcast, cable, theatrical and streaming. Brands can tap into cherished intellectual property, Paramount talent, and existing fandoms. We integrate brands meaningfully and then look to amplify across our ecosystem.

Our live tentpole events are also a must-buy for our partners - giving brands and audiences alike a front-row seat to culture. With music at the core of so many of our tentpoles, we can connect the GRAMMYs, the CMT Awards, the VMAs and even the EMAs into an opportunity for a client to "own music" throughout the year.

Something I'm especially proud of is the work our CBS Sports Creator Studio does to connect brands with sports influencers and creators. For example, we worked with Mars/M&Ms to create branded content around the Super Bowl for their Almost Champions Ring of Comfort campaign with anchor Amanda Guerra, former Falcons quarterback Matt Ryan, and the Red M&M. This year's Super Bowl was the most-watched ever, so that was huge exposure. We're thrilled with the early success of CBS Sports Creator Studio and we'll build on it next year.

Nickelodeon's weekly NFL Slimetime show is a perfect partnership model, delivering the game in a unique way to entertain the entire family. From our first Wild Card game in 2021 to this year's Super Bowl Slime-ulcast, Nickelodeon has been instrumental in bringing an increase in K2-11 share to the NFL, and the NFL has been instrumental in bringing adults to Nickelodeon. We've worked with partners including Lego, Kellogg's and Hasbro to create branded content and strategic integrations into Slimetime.

Lastly, we've created a deep partnership with Fritos and Yellowstone. The brand recognized the power of Yellowstone IP and built out a 360 partnership under the umbrella of "Feeding the Cowboy Spirit" that includes a limited-time offer (LTO) ranch-flavored chip, custom content and a partnership with Taylor Sheridan and 6666 Ranch. Beyond the media investment, we benefit from increased awareness and tune-in both at retail and across other paid media platforms.

NB: Can you talk through our recent partnership with Shopsense AI and its advantage to Paramount?

We're very excited to be a launch partner with Shopsense AI. It's a new mobile shopping experience that bridges the gap between entertainment and commerce by introducing a second-screen device to allow browsing and purchasing without interrupting the viewing experience.

The partnership kicked off at the CMT Music Awards, and fans could purchase red-carpet-inspired looks. Our content creates culture and our partnership with Shopsense allows fans to shop where culture is created. And, we've created a better and more entertaining viewing experience. Stay tuned for more opportunities with Shopsense and other partnerships in this space.