Lockdowns may be over but the viewing habits remain. We’ve all become more reliant on television content to entertain. TV undeniably remains the fastest way to mass audiences, but networks know they’ve got to have top entertainment Seven has a bunch of new content on the way. MKR, Farmer Wants A Wife, Kitchen Nightmares, This Is Your Life and big-ticket sporting events, to name a few.
Kurt Burnette, chief revenue officer, Seven West Media: “We’re moving towards 100% addressability and advertisers can now engage with our broadcast viewers and our 12.5 million registered, verified 7-Plus users in one place for a seamless buying experience.”
The TV ad market has remained buoyant, with long-term bookings and integrated sponsorships strong. “Demand is high, with pricing making TV and BVOD in all its forms still the most effective and efficient option across screens,” Burnette says.
“The relentless rise of BVOD will continue to provide advertisers with even better brand-building performance and opportunities. Convergence and automation will be a key theme, and action for the coming years – underpinned as always – by premium content and enhanced accessibility,” he says.
Burnette believes content consumption behaviour will continue to evolve as audiences choose where and when they want to watch favourite shows.
“As an industry, we should move away from overnight audience reporting and focus on the real audience numbers that reflect real viewing behaviour – that is, seven day, national audiences across both broadcast and BVOD,” he says.
However, inflation is an economic factor the industry is working to manage.
“If the total television audience across linear broadcast and BVOD is properly recognised, measured and reported, this will ultimately deliver the best business outcome for advertisers,” he says.
Married to the screen
Paramount is also investing in new and returning local content on Network 10, amplified by cross platform promotion, chief sales officer Rod Prosser says.
Network Ten advertisers will no doubt be hunting out hits such as Hunted Australia, Shaun Micallef’s Brain Eisteddfod, The Traitors, The Real Love Boat Australia, and NCIS: Sydney. Then there’s The Masked Singer Australia, Gogglebox, the A-League
