“Bridging the gap between in-store sales and online”—we’ve heard that before. But this one seems pretty cool.
Circana, the retail data and tech company that tracks over $4 trillion in consumer spending, iSpot, the TV ad measurement platform, and Paramount (no intro needed) have announced a partnership to help track and measure sales and conversions for CPG advertisers.
Here’s how it works: Circana will provide sales conversion data that feeds into iSpot’s measurement and attribution platform for CTV. According to the announcement, this will give advertisers “continuous performance data across their campaigns,” specifically for Paramount’s linear and digital portfolio.
The outcome? A better opportunity to optimize based on a unique combination of in-store data and digital outcomes measurement.
The release adds that Paramount is the first national TV broadcaster to offer CPG advertisers this kind of effectiveness data for their campaigns.
Why This Matters:
For CPG advertisers, connecting in-store sales to TV and digital campaigns has long been a measurement gap. This partnership brings retail sales data directly into the TV attribution conversation, allowing Paramount to offer a more complete view of how linear and CTV campaigns drive real-world purchases. It’s a meaningful step toward unifying digital-like measurement across all screens and channels.
For iSpot, this is another signal of momentum. The company has been steadily expanding its partnerships and wins, and this move strengthens its position as a go-to platform for real-time cross-platform measurement. By bringing Circana and Paramount into the mix, iSpot is carving out a stronger role in the evolving TV ad ecosystem.
Experts React:
“We’re integrating real-time sales and conversion data across Paramount’s entire portfolio, setting a new standard in media transparency and precision,” says Mike Quinn, SVP of global media at Circana. “With a consistent view of campaign performance, CPG advertisers now have the tools they need to optimize their investments and make data-driven decisions that drive real impact.”
“This partnership builds on our commitment to delivering performance-driven solutions and highlights our ongoing efforts to drive meaningful outcomes that provide greater value to our clients,” says Travis Scoles, EVP of Advanced Advertising, Paramount. “For CPG advertisers, we can now directly link in-store sales to their investments across our leading portfolio of broadcast, cable, and digital properties, ensuring a unified view of campaign performance and that our advertisers’ dollars go further.”
Our Take:
The economy right now is… not good. Tariffs and other possibly weird ideas are dragging it down, which, in turn, is likely to hurt ad spend. So, performance and measurement are key to support advertiser confidence and keep the spend on.
By connecting in-store sales to Paramount’s TV and streaming footprint, the partnership gives CPGs something they’ve always wanted: a clearer read on what’s working, and where to double down. It’s a smart play that helps TV stay competitive as we all obsess over performance and outcomes.
