Sports, broadcast television and digital media were the key drivers of Paramount Global's overall performance in the upfront advertising market, co-CEO Chris McCarthy said during the company's second-quarter earnings call.

“We are pleased with our preliminary results, especially in the context of the evolution of the advertising market and the size of the new entrants,” he said.

Linear volume was flat compared to 2023 and CPMs rose on a mixed basis, driven by sports and broadcasting, which were “relatively strong,” McCarthy said.

“The digital marketplace was also healthy,” he added. “We secured commitments of over $1 billion across our streaming portfolio, reflecting both the quality and scale of our assets. With our mix of pay and free, we offer the most efficient reach in premium video.”