Paramount Global is betting that the "single biggest TV event of the year, the Super Bowl, can help propel its streaming business over the metaphorical peak," as the streaming business is "at a tipping point," according to Alex Weprin of the HOLLYWOOD REPORTER. Paramount+ will stream Super Bowl LVIII alongside it airing on CBS, "hopefully driving new subscribers," but the company is also using the game to "launch new campaigns for its two streaming platforms." With Paramount’s own future "up in the air, not to mention its streaming ambitions," it is a "big bet at a critical moment." The company is "planning a new installment of its Paramount Mountain campaign," and is unveiling a "new brand identity for the free streaming service Pluto TV, hoping to convince some of the 100 or so million viewers to give the FAST service a try in what will be its first-ever Super Bowl ad." The Paramount+ spot continues a "tradition of commercials featuring various Paramount talent in the big game," and features Dolphins QB Tua Tagovailoa. The Pluto TV spot will "kick off a larger brand campaign" for the service (HOLLYWOOD REPORTER, 2/1).
