REMBRAND × PARAMOUNT

ICA Revenue Calculator

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REMBRAND × PARAMOUNT

ICA Revenue Calculator

In-Content Advertising opportunity model across Paramount's premium content library

About This Model

Revenue projections are modeled estimates for planning purposes only. Formula: (Estimated Impressions / 1,000) × CPM × ICA Units per Episode × Episodes per Season. Impression figures are estimated US audience impressions derived from publicly reported viewership data.

How We Estimate Impressions (click to expand methodology)

FIRST RUN Current/newest season airing for the first time. Most defensible numbers.

How the per-episode impression figure is derived:

  • Primary source — Nielsen multiplatform ratings: When trades report L+7 or L+35 figures (live + DVR + streaming, captured 7 or 35 days post-airing), we use that as the anchor. Example: a P+ show reported at "4M L+7 multiplatform avg/ep" → 4,000,000 impressions/ep.
  • Platform-direct disclosures: Paramount/CBS press releases (e.g. "biggest P+ drama debut ever," "X million viewers in Y days") provide the network's preferred number. We back-calculate per-episode from total/season figures where needed.
  • Cross-reference: When 2–3 sources disagree (Nielsen vs. trade vs. platform), we pick the median and document range in our internal notes.
  • Confidence: ±20%. These are the highest-quality numbers in the model.

Why this tier is most accurate: Networks and Nielsen actively publish first-run numbers (it's marketing fuel for them). The data is fresh and contested across multiple sources, so triangulation is possible.

LIVE CATALOG Prior seasons of an ongoing show. Anchored to streaming charts + new-season halo logic.

How the per-episode impression figure is derived:

  • Primary source — Nielsen Top 10 streaming charts: Weekly "minutes viewed" figures for top library titles → divided by average episode runtime → divided by episode count = rough per-episode reach.
  • Halo adjustment: Live catalog gets a measurable bump (1.5×–2.5×) in the 4–8 weeks leading into a new-season premiere. We model the steady-state, not the halo peak.
  • Rule of thumb: When direct chart data is unavailable, live catalog per-ep ≈ 30–50% of first-run per-ep for the same show. We apply 40% as a default mid-point.
  • Confidence: ±35%. Less direct measurement; dependent on what gets charted.
BACK CATALOG Fully concluded shows. Anchored to long-tail benchmarks + retrospectives.

How the per-episode impression figure is derived:

  • Primary source — platform retrospectives: Anniversary or milestone announcements ("Y billion minutes streamed of [show]") give us total catalog-lifetime figures. Total minutes ÷ runtime ÷ episode count = average viewers per episode per cycle.
  • Category benchmarks: Back-catalog per-ep typically runs 10–25% of original first-run reach in steady state. Tier-specific defaults: prestige drama 20%, broadcast procedural 15%, sitcom 25%.
  • Cultural rediscovery overrides: Some shows defy benchmarks when they hit a wave (e.g. Suits on Netflix, Yellowstone post-finale).
  • Episode-count compounding: Back-cat per-episode looks low, but a 7-season show has 70+ episodes earning year-round.
  • Confidence: ±50%. Most uncertain tier. Treat as directional planning estimates.

* Share your Nielsen ratings data by show and we'll swap the modeled estimates for your measurement-grade numbers.

Data Sources

Paramount Global / Paramount Press Express official releases
VideoAmp viewership data (used by Paramount for select titles)
Industry reporting: Variety, Deadline, The Wrap, THR, TV Insider

Impressions Methodology

Impression figures are estimated audience impressions — not traditional ad-served impressions. One viewer seeing one ICA integration moment equals one impression.

Distribution Windows (click to expand)

STREAMING Subscription on-demand viewing on Paramount+ and similar apps.

Audience watches on-demand through a streaming subscription. Premium first-run and library content lives here. ICA placements live inside the content and play across all tiers.

  • How it's delivered: Paramount+ app on connected TV, mobile, web
  • Audience profile: Subscriber base; on-demand and binge behavior
  • Ad model: Subscription + ad-tier streaming CPMs (typically $25–$32)
  • Examples: Paramount+ exclusives (Landman, Tulsa King, MobLand, The Agency)
  • Measurement: Nielsen streaming ratings, VideoAmp, platform first-party telemetry

In the data: streamingImps field. The "Streaming CPM" input in Step 3 prices this window.

LINEAR Traditional broadcast (CBS) or cable (Paramount Network, CMT) airing.

Audience watches live (or via DVR) at a scheduled time. Includes both free over-the-air broadcast (CBS) and cable bundle (Paramount Network, CMT, Showtime linear).

  • How it's delivered: Free antenna (CBS broadcast), cable/satellite/vMVPD (Paramount Network, CMT, Showtime)
  • Audience profile: Live + DVR viewers; older skew on average
  • Ad model: Traditional 30-second linear spots; Nielsen-rated CPMs ($22–$28)
  • Examples: Tracker on CBS, NCIS on CBS, Yellowstone on Paramount Network
  • Measurement: Nielsen live + DVR, C3/C7 commercial ratings

In the data: linearImps field. Pure-streaming P+ exclusives have linear = 0.

VOD Long-tail / library on-demand — concluded shows or back-catalog seasons.

Long-tail on-demand consumption of older or concluded content. Distinct from first-run streaming — steady-state library audience rather than concentrated premiere window. Per-ep reach is lower, but deep catalogs (50+ eps) accumulate real volume.

  • How it's delivered: Same apps as streaming, but for library content
  • Audience profile: Discovery-driven, binge-watchers, nostalgia/comfort viewers
  • Ad model: Library / back-catalog CPMs ($20–$24)
  • Examples: Yellowstone library, Frasier revival library, The Equalizer library
  • Measurement: Nielsen library streaming, platform anniversary disclosures

In the data: vodImps field. Most LIVE first-run shows have vod = 0; BACK-CAT shows lean on this column.