2027 Paramount Upfront: Channel 10 unites TV and streaming ad measurement – Paramount Australia has announced a measurement partnership with Adelaide, Cint and Infinitum that aims to connect advertising attention with brand response, website visits, leads and sales. It will begin across Paramount+ and 10 Streaming, with 10’s linear television inventory added through Samba in 2027.
The point of the project is to give advertisers one view across broadcast and streaming campaigns. Paramount says it will be the first Australian broadcaster to measure those stages together in a single campaign. The claim is the company’s; the final value for marketers will depend on how well the partners’ systems capture and join campaign outcomes in practice.
Attention scores from an Adelaide audit
An Adelaide audit found an average AU score of 71.98 for Channel 10 and Paramount+ connected TV inventory. Paramount says that is 22 per cent above Adelaide’s benchmark. Live Big Brother content reached a score of 80, described as 36 per cent above the benchmark.
AU is Adelaide’s media-quality measure on a scale from zero to 100. It is intended to predict how likely a placement is to capture attention and contribute to business results. Paramount Connect plans to use scores across its program genres to create packages based on higher-attention environments.
Those numbers describe one audit and a proprietary metric, rather than a direct measure of sales or a guarantee that any campaign will perform the same way. The partnership is designed to test the next step: whether attention in those placements corresponds with awareness, visits, leads and purchases.
What each partner contributes
Adelaide supplies the attention-based AU metric. Cint’s Lucid Measurement Dashboard provides real-time brand-lift insights. Infinitum is intended to connect streaming ad exposure with household actions on advertiser websites. Samba will extend exposure matching to Channel 10’s linear broadcasts in 2027.
In theory, that gives a marketer a sequence from whether an ad was likely to be noticed, through whether it changed brand perception, to whether a household visited a site or took another measurable action. Paramount says the combined view can help agencies plan and adjust campaigns while they are still running.
Grant Madigan, Paramount Australia’s vice-president of sales, said the company wants premium video assessed against direct-response channels as well as traditional media measures.
We want every major campaign across linear, BVOD and SVOD measured to demonstrate the quality of our media and its impact on brands’ business outcomes.
Grant Madigan, VP Sales, Paramount Australia
Adelaide chief executive and co-founder Marc Guldimann said streaming’s growth had outpaced consistent measurement. Cint’s Ben Quantick said linking brand lift with attention and outcome data should help advertisers understand campaign effects while campaigns are in progress. Infinitum co-founder Simon Gentry positioned the integration as a way to demonstrate the commercial value of Paramount’s advertising inventory.
Why the upfront included this announcement
The measurement partnership is the evidence layer for Paramount’s larger 2027 sales offering. Alongside new Paramount+ sponsorship positions and Game Day Highlighter around live sport, it gives buyers both places to advertise and a proposed way to judge results across screens. The service will launch on Paramount+ and 10 Streaming before expanding to broadcast 10 in 2027.
For more TV Central Channel 10 coverage, visit the Channel 10 archive. View Paramount’s public streaming service at Paramount+ Australia.
