As ViacomCBS rebrands subscription streaming service CBS All Access to Paramount+, the company will begin a 13-week marketing campaign to launch the rebranded service on March 4.
The campaign starts this weekend with spots prepped to air in the NFL’s AFC Championship game, reports the Wall Street Journal. Following that, spots will appear for the rebranded global streaming service in such major televised events as the Super Bowl, the Grammys, the Masters golf championship and March Madness, all of which air on CBS and co-owned networks.
Paramount+ faces an uphill climb in a market already dominated by the likes of Netflix and Disney+ with many competitors, including HBO Max, Peacock, Apple TV+ and more. But it’s deploying one key advantage: its ownership of major broadcast CBS and a baked-in ability to offer live sports, events and news. Overall, the campaign will air more than 6,000 spots across CBS as well as MTV, BET, CMT and Comedy Central, the Journal reports. In addition, spots will also appear across the company’s digital properties, including advertising-supported video-on-demand streaming service PlutoTV.
ViacomCBS also is tapping its talent to appear in spots, including James Corden, star of the Late, Late Show, as well as characters such as Nickelodeon’s Dora the Explorer.