What The Guardian's new contextual data deal means

For advertisers, audience is everything, and Paramount is putting that principle into action across a spectrum of programming. The company’s content has become a benchmark for most-watched media, and it’s hard to argue with the portfolio. CBS alone holds the title of most-watched network for 14 years straight, with the most top-10 shows, including ‘60 Minutes,’ ‘Ghosts’ and ‘NCIS,’ the top series on broadcast TV. Advertisers are also paying attention to the audiences flocking to big sports events like the NFL on CBS, comedies like ‘South Park,’ reality shows like ‘The Challenge,’ kids’ favorites like ‘PAW Patrol’ and dramas like ‘Yellowstone’ — the most watched show on TV. And streaming is on the menu too, with hits like ‘1923,’ the UEFA Champions League and ‘Rabbit Hole’ driving massive growth for Paramount+.