Foxtel Media has announced that advertising will be available on BINGE from March 30th on its entry-level tier, BINGE Basic.
Announced at Foxtel Media’s 2023 Upfront, Game Changed, advertising on BINGE will be modelled on the Kayo Sports and Foxtel Go services to ensure minimum disruption to the viewer experience, and maximum impact for brands.
Foxtel Media’s 2023 Upfront action
Foxtel Media said strict ad-serving controls and a frequency cap of one per hour per user on TV series at launch, will ensure a watchable viewing experience on the platform. In addition, High Definition will be added to the BINGE Basic tier.
Foxtel Media added there has been substantial market enthusiasm about the announcement and brands have already “snapped up all of the 21 advertising packages available. with other advertising opportunities being made available soon”.
At the time of launch, advertisers will be able to access pre and mid-roll ads on BINGE. Select solus breaks will also be available, with FoxTest research reporting that spontaneous ad recall rises 34% in this format.
Foxtel Media CEO, Mark Frain said, “Opening up advertising on BINGE has been unbelievably well received by our partners and we’re seeing a record speed of sale for our advertising packages. The prospect of appealing to an engaged, scalable audience from day one is an incredible opportunity for brands. In terms of viewer experience- BINGE will still have one of the lightest ad loads in the market thanks to our strict duration and frequency caps.
Foxtel Media’s Mark Frain at the 2023 Upfront
“Unlike other platforms, this is not the Foxtel Group’s first foray into ad-supported subscription TV. We built a premium customer and advertising experience on Kayo Sports with no interruption to live sport. We’re confident that BINGE will blossom under the new ad model in the same manner.”
BINGE currently has more than 1.4 million subscribers with new 2023 content to include Succession S4, Love Me S2, WWE WrestleMania, And Just Like That S2 and FBoy Island Australia very soon.
See also:
Foxtel Upfront: Advertisers line up to reach growing Kayo & Binge crowds