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Paramount Research

2026 CTV Guide

Audiences are spending more time streaming than ever. The question for most marketers is not whether to show up with CTV advertising, but when and how to turn that attention into measurable impact, and convert viewers into customers.

Download our free 2026 CTV Guide to see which Paramount premieres, sports windows, cultural tentpoles, and seasonal buying periods you should be planning around, and how to turn those moments into full-funnel results.

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What's Inside:

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A Full-Funnel CTV Strategy Framework

How to align awareness, consideration, and conversion campaigns to attention spikes across the year, with clear direction on measuring impact across your media mix.

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Creative Best Practices Built for the Big Screen

Actionable insights for building CTV creative that resonates during high-attention periods, and tailoring messaging to different viewer mindsets throughout the year.

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Your 2026 CTV Media Planning Calendar

A month-by-month breakdown of key Paramount premieres, sports windows, cultural tentpoles, and seasonal buying periods, so you can align your CTV campaigns to peak viewing and purchase intent.