Mediaweek Morning Report: 31 October 2024

Ten’s bold plans for 2025: Fresh formats, young audiences, and sports synergy

Rod Prosser: ‘Our innovation reflects how we’re meeting the evolution of viewing habits head-on, ensuring we stay competitive across streaming, connected TV, and traditional broadcasting.’

As audience habits evolve, Ten is gearing up for 2025 with a refreshed content slate that blends familiar favourites with exciting new formats. With streaming, connected TV, and traditional broadcasting all in the mix, the network is focused on staying relevant and engaging across all platforms. Mediaweek spoke with Daniel Monaghan, senior vice president of content & programming at Paramount Australia, and Rod Prosser, chief sales officer, to discuss their approach to meeting audience expectations, embracing innovation, and delivering compelling entertainment and sports content in the year ahead.

I'm a Celebrity...Get Me Out of Here 2025.

I’m a Celebrity…Get Me Out of Here 2025.

Q: Ten has seen great success with fresh formats like Australian Survivor and I’m A Celebrity… Get Me Out Of Here! Moving into 2025, what are your plans for continuing to refresh these formats or introduce new ones to stay ahead of audience expectations?

Daniel Monaghan:
“We’re constantly evolving and refreshing our content slate in response to audience trends and behaviour. Sometimes that might mean moving a show to a different time of year, adjusting casting, or introducing an Australian version of a successful international format. Audiences often respond well to nuanced adjustments that keep the core of a beloved show intact.

For 2025, I’m A Celebrity… Get Me Out Of Here! returns to its summer, family-viewing sweet spot. Australian Survivor will have two series—a return of the popular Brains v Brawn theme and an epic new Australia v The World format, where local Survivor legends compete against international franchise stars.

Other highlights include MasterChef Australia: Back To Win with returning fan favourites and Gordon Ramsay as a special guest judge. Comedy favourite Talkin’ ‘Bout Your Gen is back with a fresh host and new team captains representing Gen X, Millennials, and Zoomers.

We’re also introducing Ghosts Australia, a local adaptation of the acclaimed BBC comedy, along with new originals like Sam Pang’s comedy series, Airport 24/7, and the travel show The List featuring The Inspired Unemployed. It’s all part of our commitment to delivering dynamic, engaging content across all platforms.”

MasterChef Australia

MasterChef Australia 2025.

Q: How is Ten approaching the shift in viewing habits, particularly with the rise of connected TV and mobile viewing? What strategies are in place to keep the network competitive in a streaming-dominant environment?

Daniel Monaghan:
“We program for our entire content ecosystem—Ten, 10 Play, Paramount+, and FAST channels—to connect with audiences wherever they are.

Paramount+ continues to be the fastest-growing streaming service in Australia for the third consecutive year, while 10 Play’s audience grew 32% year-on-year, with 70% in the 18–54 demographic. Live TV through Pluto TV FAST channels is also up 48% year-on-year.

Rod Prosser:
“Our new advertising platform, Paramount Connect, launching in January 2025, will unify linear and digital inventory. Advertisers will gain greater control and flexibility, with advanced contextual and dynamic ad capabilities. This innovation reflects how we’re meeting the evolution of viewing habits head-on.”

Q: With a growing focus on sports like F1, MotoGP, and A-League, how do you plan to balance these offerings with your entertainment content in 2025?

Daniel Monaghan:
“Our sport and entertainment offerings complement each other. For instance, we cross-promote talent across programming—like casting Matildas players on The Amazing Race: Celebrity Edition or featuring A-League stars on The Project.

We’ve also adjusted schedules for regular series to accommodate key sporting events. This flexibility allows us to deliver big moments across all platforms while ensuring our entertainment content remains prominent.”

Adam Cush, sport production director, Paramount Australia:
“We’re entering a new era of sports broadcasting with innovative coverage across our platforms. From hosting international events like the Race of Champions to marquee partnerships with the CommBank Matildas and Subway Socceroos, our sport slate is as diverse as the Aussie audiences we serve.”

Race of Champions 2025

Race of Champions 2025.

Q: What risks and innovations are Ten willing to take as you look toward 2025?
Rod Prosser:
“Our new ad tech platform, Paramount Connect, is a bold step in offering advertisers scalable, addressable audiences across streaming and linear platforms. It’s a market-leading innovation designed to provide transparency and flexibility.”

Daniel Monaghan:
“Taking risks with new content often yields the greatest rewards. For example, the new Australian Survivor theme Australia v The World is a global first. We’re also excited about our local adaptation of Ghosts, a live-action Christmas movie Staycation, and Playing Gracie Darling, a fresh murder mystery drama.

With NCIS: Sydney Season 2 launching globally, we’re blending local and global content to create significant moments for audiences.”

Survivor Australia V World.

Survivor Australia V World 2025.

Q: How does Ten plan to maintain its younger audience demographic while staying competitive in the entertainment landscape?

Daniel Monaghan:
“10 is the youngest network in Australia, dominating key advertising demographics like 16–39 and 25–54. We also lead in comedy, with five of the top six most popular shows in these age groups, including Have You Been Paying Attention? and Taskmaster.

Live TV through 10 Play FAST channels continues to engage younger viewers, and Nickelodeon remains the #1 channel for kids. Paramount+ drives growth with hits like Fake and Last King of the Cross.

We’ll continue to commission fresh local content that resonates with these audiences while leveraging our diverse content ecosystem to stay ahead.”

As Ten enters 2025, the blend of bold innovations, audience-centric strategies, and a dynamic content slate positions the network to meet the evolving demands of viewers while maintaining its stronghold in the entertainment and sports landscapes.

Squid Game Season 2: Global brands turn pop culture into powerful campaigns

Initiative’s Ali Coysh: ‘Netflix is the master of collaborations that drive cultural conversation and consideration—turning entertainment into a launchpad for brand growth.’

The countdown to 26 December is on. Netflix’s Squid Game Season 2 isn’t just returning to screens—it’s transforming retail, lifestyle, and entertainment into a playground for global brands. This global phenomenon is a masterclass in how cultural moments can drive engagement and sales, offering Australian advertisers lessons in crafting multi-channel campaigns that resonate and deliver measurable business outcomes.

How Squid Game is reshaping brand collaborations

With its massive global appeal, Squid Game is a prime platform for brand partnerships. The series has captivated younger audiences, with 41.65% of viewers aged 18–29 and 58.65% aged 18–34. Its slightly female-skewed demographic (56%) makes it particularly appealing for consumer-facing campaigns. As Netflix’s most-watched show—attracting over 111 million viewers within a month—it offers brands unparalleled visibility and reach. Ali Coysh, head of strategy at Initiative in Sydney, says that Squid Game has created a distinct visual language that brands can leverage. “If it was a brand, it would have its own distinct brand assets—think green tracksuits, LED masks, and iconic cookie emblems. These instantly recognisable brand codes can be toyed with, allowing brands to collaborate to their advantage. What’s wonderful about these partnerships is the equal sharing of cultural equity. It’s not just a cheap logo slap—it makes sense for consumers, with both brands clearly attributable.”

Brands are turning Squid Game’s iconic moments into everyday experiences. Puma has recreated the show’s signature tracksuits and launched limited-edition sneakers with Easter eggs for superfans. Korean beauty giant Olive Young has released Squid Game-inspired cosmetics, including an eye palette featuring the infamous Young-Hee doll. CJ CheilJedang bibigo is leaning into the global love for Korean cuisine with snacks like dumplings and tteokbokki wrapped in Squid Game branding. Even Johnnie Walker has joined the fray, launching limited-edition bottles stamped with player numbers. Nate Vella, brand strategy lead at Bench Media, highlights the strategic relevance of such collaborations. “These partnerships aim to tap into a niche following or fandom, but they don’t operate in isolation. They are part of a holistic marketing strategy that reaches diverse audiences, ensuring brands become part of the cultural zeitgeist. The magic lies in expected and unexpected collaborations that break category confines and drive growth.”

PUMA x Squid Game

PUMA x Squid Game.

What Squid Game Season 2 teaches about mastering multi-channel campaigns

Experiential marketing is playing a pivotal role in the Squid Game phenomenon. Squid Game: The Experience, an interactive fan zone inspired by the series, is rolling out globally, including a stop in Sydney at Luna Park. Fans can play games like Red Light, Green Light and immerse themselves in the show’s tense atmosphere, creating organic opportunities for brand integration. Vella explains how gamification is a key factor in deepening audience engagement. On Thursday at Sydney’s most iconic beach, Young-Hee challenged players to the ultimate Squid Game of ‘Red Light, Green Light’ at Bondi Icebergs.

“Gamification resonates with audiences in ways traditional advertising cannot. Experiences like Squid Game: The Experience ignite the same thrill that the series encapsulates, creating buzz, deepening engagement, and building connections with brands integrated into the event.”

Themed merchandise continues to drive Squid Game’s cultural cachet. European retailer About You has blended Y2K aesthetics with Squid Game themes, while Kakao Friends and POP MART have delivered fan-favourite figurines. Even Crocs has joined the trend, launching clogs featuring series references. Locally, Australian consumers can look forward to snack collaborations like Smith’s chips and Jinro soju’s first-ever branded bottles featuring Squid Game characters. Coysh calls out the importance of consistency in these collaborations. “These partnerships allow brands to expand beyond their category tropes. While they can deliver immediate exposure, they’re most effective when integrated into a consistent approach to marketing—building loyalty over time, much like Crocs or KFC have done through a culture of collaborations.”

PepsiCo Australia brand, Smith’s, has launched a collaboration with popular Netflix show, Squid Game – announcing three limited-edition themed chip flavours.

Lessons for Australian marketers from Squid Game’s cultural dominance

The scale of these partnerships showcases how brands are leveraging Squid Game to appeal across diverse demographics—from Gen Z streetwear enthusiasts to millennials and Gen X foodies. Coysh points to the delicate balance required in such partnerships. “Netflix is very specific about the brands they work with, ensuring a complementary fit. For brands, the challenge is leveraging cultural clout without being overshadowed or drained by Netflix’s power.” Vella offers practical advice for Australian marketers. “Local brands must capitalise on cultural moments by staying agile. Platforms like TikTok allow brands to quickly spin their take on influential trends. It’s about keeping your finger on the pulse and acting fast to align with what’s resonating globally.”

From Puma tracksuits to Jinro soju, Squid Game Season 2 is a case study in blending entertainment IP with consumer products and live experiences. For Australian marketers, the stakes are clear: how can we harness global trends while delivering campaigns that resonate locally? As Vella explains, these collaborations have the potential to drive lasting brand loyalty. “These partnerships expose brands to new audiences, but lasting success depends on what happens next. Are your onboarding processes seamless? Is your value proposition clear? These factors will determine whether new audiences stick around.”

With Squid Game Season 2 set to dominate screens and headlines, this is the moment for Australian brands to think big. It’s not just about watching the game—it’s about playing it.

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Feeling hot hot hot! A look at the summer campaigns that capture the swelter season in 2024

From surfing to budgie smugglers, the cricket and mango season, Mediaweek looks at the summer campaigns of 2024.

Summer campaigns see brands capitalise on the stereotypes of the Australian summer.

From surfing to budgie smugglers, the cricket and mango season, Mediaweek looks at the summer campaigns of 2024.

McDonald’s: Macca’s run? via DDB Sydney and OMD

DDB Group Sydney, OMD and McDonald’s Australia are celebrating summer with a new integrated campaign posing the question on every Aussie’s lips: ‘Macca’s run?’

The campaign invites the nation to sit back, relax, and enjoy some feel-good moments and celebrates the 1,001 reasons that Aussies choose to go to Macca’s over summer.

“It’s the season of Macca’s runs and we’re celebrating all the fun ways our customers engage with us over the silly season and importantly, during their Aussie Summer road trips,” Amanda Nakad, McDonald’s marketing director, said. “It’s designed to drive trial of our exciting new Summer menu and we are thrilled to see it in market thanks to our agency village.”

NRMA: Summer of Community Cricket via Accenture Song

NRMA Insurance is helping to unite Australians by making this season ‘The Summer of Community Cricket’ in its new campaign with Accenture Song.

Building on the recent launch of its “A Help Company” positioning and partnership with Cricket Australia, the campaign elevates its promise of helping Australians in more ways through valuable experiences.

“At NRMA Insurance, we believe connected communities are more resilient,” IAG chief customer and marketing officer Michelle Klein said. “Local cricket is great for the community, and it’s been helping Aussies get to know their neighbours and pitch in together for many generations.

“This summer NRMA Insurance is demonstrating its promise of help within the cultural context of sport, by fostering the kind of local connections that we know makes communities stronger.”

DiDi: Tow service for summer festive Via Sunday Gravy

DiDi and agency Sunday Gravy has launched its innovative new service, DiDi Tow, to make roads a little safer this holiday season and the coming summer’s busiest nights.

The rideshare company’s service, which will be able to book the service from within the app, allows people to stay and have “one more” while ensuring both they and their vehicle get home safely, so they can wake up the next morning with their car in the driveway.

“To help get less people behind the wheel this summer, we’re introducing an array of initiatives, including DiDi Tow, a summer surge cap, and discount codes to make ridesharing the safe and affordable option,” Tim Farmer, head of brand marketing ANZ, DiDi, said.

The in-app service and video are part of a wider campaign, encouraging people to get out and enjoy everything the ‘24/’25 summer has to offer – that’s supported by OOH, Social, and Radio.

DiDi x Sunday Gravy

Mov’in Bed returns via BBR and Val Morgan Cinema

Outdoor cinema experiences Mov’in Bed is back for summer with experiential event agency BBR and Val Morgan Cinema.

Harbour Park in Sydney’s Barangaroo will be transformed into a beach club-style cinema from 29th November to 23rd March. Mov’in Bed offers an immersive pre-show experience where consumers can relax, socialise, and indulge in food and beverages while securing their bed for the film. With an average dwell time of 1.5 hours, brands have ample opportunity to make an impact on captivated audiences.

The upcoming Mov’in Bed season will feature of the biggest blockbuster titles and cultural moments of the summer and beyond, including huge franchise hits including the upcoming Gladiator II, Wicked, Mufasa: The Lion King, Captain America: Brave New World and more.

Mov’in Bed will also be screening throwback films with beloved cult classics, including Love Actually, Dirty Dancing and 10 Things I Hate About You.

“This summer, Mov’in Bed brings back an unmatched cinema experience under the stars to Sydney’s Barangaroo,” Vincent Hernandez, event director of BBR said. “This experience combines comfort and a unique ‘city beach’ concept for cinematic magic and unforgettable summer nights.”

Mov’in Bed - summer

Jetstar: Seeking Sandmates via Thinkerbell

Jetstar and creative agency Thinkerbell are encouraging Aussies to build their own Sandman in a new content series, Seeking Sandmates.

The series tells the story of a Sandman on his quest to find other Sandmates and avoid spending Christmas alone. Travelling to destinations across the country and testing out different types of sand, Aussies are invited to join in the fun by building their own Sandperson for a chance to win up to $100k worth of flights.

“We may not have snow here in Australia at Christmas, but we do have more sandy beaches than anywhere else in the world and an airline that can get you to them, for very little,” Tom Wenborn, chief tinker at Thinkerbell, said.

“Let’s hope this new Jetstar tradition catches on, and we see merry little Sandpeople pop up all over the country,” he added.

jetstar x thinkerbell

Weis: ‘The Saviour of Summer’ campaign via Emotive and Unilever

Emotive, in collaboration with Unilever, has launched its new summer campaign for Weis following the creative agency’s appointment to the Australian ice cream brand earlier this year.

‘The Saviour of Summer’ campaign shows how Weis bars are the perfect taste of relief, with a Weis-A-Corn – a magical character with a Weis Bar horn – ready to offer cool, refreshing moments for Australians.

The Weis-A-Corn, voiced by Aussie actor Justin Rosniak, highlights the brand’s essence to life in a quirky and unexpected way, capturing the fun and refreshment that Weis has delivered for generations.

Rupert Taylor, creative director of Emotive, said: “Summer is a brilliant time of year, right up until it isn’t. When the temperature rises, the beaches get crowded and searing steering wheels become torture devices. We need some help. Enter the magical Weis-a-corn, a slightly disgruntled bearer of delicious Weis bars brilliantly brought to life hilariously by Yianni, the MoFa team and the always brilliant ALT VFX.”

Wotif: ‘Great Summer Escape’ via Spark Foundry and Emotive

Wotif, part of Expedia Group, teamed up with Spark Foundry, Publicis Sport & Entertainment Australia, Emotive and The Brag Media to launch the Wotif Great Summer Escape campaign.

The campaign was a multi-sensory escape room that invites Australians to break free from their daily routines and experience their dream domestic holiday. Over three days in both Sydney and Melbourne, potential travellers will be transported to Australia’s breathtaking rainforests and beaches, dazzling coral reefs and incredible accommodation in an immersive escape room adventure.

“Showcasing Wotif in a way that best reflects their playful brand, we aimed to deliver an activation that will cut through the daily grind and inspire audiences,” Natali Kakovska, Spark Foundry Australia client partner, said.

“Wotif’s openness to delivering exciting work and their willingness to truly collaborate allowed us to take our media strategy and deliver a unique experience for consumers. This achievement is a testament to the cohesive effort of our agency and media partners.”

Great Summer Escape - wotif

Calypso: The ‘must-have’ mango of the season via Wavemaker and Elevencom

Wavemaker Brisbane, Elevencom and Perfection Fresh have teamed up to launch a new national campaign for Calypso Mangoes.

The media agency used its proprietary planning tool, CX Journey, to generate deep consumer behaviour insights and develop an audience-first approach to the media strategy and channel plan to craft a campaign that positions Calypso as the “must-have” mango of the season.

The campaign builds on its well-established brand identity by leveraging innovative media formats across Screens, Special Builds, OOH, Digital, Social, Search, and Partnerships, including a 3D OOH feature. The partnership also extends to a “Christmas with The Weekly” collaboration with Are Media’s The Australian Women’s Weekly, positioning Calypso Mangoes as the hero ingredient for Aussie Christmas recipes and celebrations.

Wavemaker _OOH MEDIA_St Kilda_Calypso Shelter2

Wavemaker _QLD_Calypso Mango

Royal Life Saving WA: Be a Mermate via 303 MullenLowe

Royal Life Saving WA and 303 MullenLowe have teamed up to bring back the ‘Mermates’ platform in a refreshed water safety behaviour change campaign that targets a new generation of water-goers.

The new ‘Be a Mermate’ campaign and its “give risky behaviour a splash in the face” tagline delivers an evolved safety message that goes beyond the original campaign’s focus on alcohol and water safety.

First seen in 2019 and developed by the agency, it resulted in positive shifts in the attitudes of 15–24-year-olds towards safe drinking behaviour around water. With a new generation of water goers, awareness on a broader range of water safety issues was required, according to Royal Life Saving WA’s Blanche Marchant.

“Top factors now associated with fatal drownings range from environmental, location, inexperience, prior injury, and swimming ability, with drug/alcohol use lower than previous years,” Marchant said. “A new safety awareness message was needed to focus on these risky behaviours. This evolved approach will send a clear message to young people, and their mates, that keeping each other safe is the best way to avoid water related tragedy this summer.”

Mermates x 303 MullenLowe

The Ads That Made Us: Old school sun safety, Don’t Hold Back with Jeep and Anything Goes with Cadbury

For the final week, Mediaweek’s very own Alisha Buaya, Jasper Baumann and Emma Shepherd share their picks.

Whether it’s a childhood jingle that you can still sing word for word, or a campaign that influences the way you work today, everyone has an ad that has really stuck with them.

For the last edition of The Ads That Made Us of 2024, Mediaweek’s editorial team shared the ads that made them.

Emma Shepherd, Editor-in-Chief

Me No Fry

The Me No Fry campaign was a brilliant mix of creative advertising and an important health message, securing its place in Australian pop culture. It’s one of those public health campaigns that got everything right—fun, catchy, and impossible to forget.

I still remember it so clearly from my childhood. Every time the ad came on, I’d be singing the jingle all day. The playful animations and upbeat vibe had me hooked as a kid, but the message about sun safety stuck with me too. It’s a great reminder that sometimes the simplest campaigns can have the biggest impact—and leave a lasting impression for years to come.

Jasper Baumann, Journalist

We’re going to need a bigger boat

I have fond memories of this ad airing on nearly every ad break in 2014. I also have fond memories of my family absolutely hating it. I think it did it’s job though, one decade later and the famous quote from Jaws is now remembered in my family as the quote from ‘the annoying kid from that Jeep ad’.

Hats off to agency CumminsRoss (now cummins&partners).

Alisha Buaya, Agency Editor

A flake for Jake, A dream for Jean

A substantial part of my musical diet as a kid included the classic musical genre and the homage to Anything Goes in this Cadbury Favourites ad from the 2000s delighted me in my childhood.

So many things about this ad still stick with my today. The clever lyrical flair that leans into the Australian festive season stereotypes. The lead character sells the idea that Cadbury Favourites brings people together. But what stands out for me is watching an ensemble cast illustrate those moments in a big stage.

There is nothing like a big and fun song and dance number to bring the point together – Anything goes, with Cadbury Favourites (cue jazz hands)

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To take part in future editions of The Ads That Made Us, please email: [email protected]

Past editions of The Ads That Made Us.

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Top image: Emma Shepherd, Jasper Baumann and Alisha Buaya

Elton John unveils news video for ‘Step into Christmas’ starring Cara Delevingne

By Jasper Baumann

The new video reimagines what it was like behind the scenes for the now iconic original 1973 visual.

Elton John has unveiled a brand new video for his Triple Platinum certified Christmas classic ‘Step Into Christmas’ – available to watch now on Youtube here.

The new video reimagines what it was like behind the scenes for the now iconic original 1973 visual, starring British actress and model Cara Delevingne as Elton.

Over 50 years after Elton’s classic performance, the gloriously kitsch new video finds the video production team frantically trying to get the set ready for his arrival as they attempt to make it “Christmassy enough”. Despite the addition of a festive feather boa, balloons and confetti, chaos reigns as they wrangle an escaped turkey, fail to book a real reindeer and tackle a deranged fan who storms the set, all whilst Cara brilliantly mirrors Elton’s choicest dance moves and iconic facial expressions from the original video.

Cara’s star-turn in the video sees her fulfilling a lifetime ambition to step into Elton’s high heeled boots. A lifelong fan, and aspiring Elton wannabe from an early age, the pair have become firm friends over the years.

Elton says: “I saw Cara at Glastonbury last summer, and we talked about how much we’d love to work together if the right idea came up. She’s hilarious to spend time with, we both have quite a self deprecating sense of humour. When someone suggested the idea of her playing me in a riff on the 1973 Step In to Christmas video, I just thought it was the perfect opportunity. Thank God Cara thought the same, because it came out great.”

The video creative was led by Studio Island with Creative Direction by Holly Williams in partnership with Stink UK and directed by Dan French.

The reimagined video comes after Elton’s new documentary, Elton John: Never Too Late, premiered on Disney+ on Friday. Directed by R.J. Cutler and David Furnish, the documentary follows Elton as he looks back on his life and the astonishing early days of his 50-year career in an emotionally charged, intimate and inspiring full-circle journey. Watch the trailer here.

Brat, holding space for Wicked and the Bumble fumble: The best and worst pop culture marketing moments of 2024

Year of Brat, royal photoshop fail, holding space for Wicked and the Bumble fumble: The best and worst pop culture marketing moments of 2024

The discourse surrounding popular culture and marketing rose to new heights this year.

The discourse surrounding popular culture and marketing rose to new heights this year. Audiences, fans, and critics alike have taken space to observe, analyse and discuss campaigns or PR rollouts, with many taking to social media platforms to debrief on what worked and what didn’t.

Mediaweek takes a look back at some of the best and worst pop culture marketing moments of 2024.

Best

Charli xcx – Brat

British singer-songwriter Charli xcx has been on the music scene for well over a decade and boasts a string of hit songs to her name. But this year, she captured attention and imagination with Brat, her sixth studio album.

Brat was a full embrace of the messy, hyper-pop, indie sleaze, 2000s look, and brilliantly mismatched with vulnerable and brutally honest prose about generational trauma and contemplating motherhood. Her edgy image was coupled with the intentional album art cover of a lime green square brat. imposed on it. She worked with New York-based creative tech company, Special Offer Inc., to get the album art and packaging right.

Charli told Vogue Singapore: “I wanted to go with an offensive, off-trend shade of green to trigger the idea of something being wrong. I’d like for us to question our expectations of pop culture—why are some things considered good and acceptable, and some things deemed bad? I’m interested in the narratives behind that and I want to provoke people. I’m not doing things to be nice.”

The aesthetic and club-heavy sound gave her an edge in the pop space. It proved to be a breath of fresh for audiences who have been saturated with the highly styled images of contemporaries in the pop space, such as Taylor Swift, Ariana Grande and Sabrina Carpenter.

Charli XCX at her livestreamed listening party for the BRAT remix album - Pop culture

Charli XCX at her livestreamed listening party for the BRAT remix album

Wicked – Global press tour

The global press tour of the highly anticipated screen adaptation of the broadway musical Wicked has captured the attention of old fans and new fans. The films lead stars Ariana Grande and Cynthia Erivo have been at the forefront of red carpets premiere, press junkets and interviews with the supporting stars also on hand at the events.

There have been several moments from Grande and Erivo’s interviews that have gone viral and taken a life of its own amid the promotion. Among the include Em Rusciano’s emotional podcast interview in Sydney and the “holding space” interview with Out reporter Tracy E. Gilchrist.

In addition to entertaining and insightful interviews on the tour, Grande, Erivo and their respective style teams have served audiences with impressive fashion, makeup and nail art choices that wowed fans.

The success of this press tour can boiled down to many factors and influences, but Grande and Erivo’s authenticity and consistency in showing up for the promotion and for each other have evidently driven interest for the film.

This has translated to a global box office profit of US$524,971,000, according to Digital Spy on December 15, and multiple nominations for the film, as well as Grande and Erivo ahead of award show season.

Wicked - Pop culture

Taylor Swift – The Eras tour

The Eras Tour finally came to a conclusion on with Taylor Swift performing her final show at BC Place Stadium in Vancouver on December 8, wrapping up one year and eight months on the road.

The tour was been an incredibly successful endeavour for the pop star, selling a total of $2,077,618,725 in tickets, according to a recent story by the New York Times, not to mention the sales generated from official tour merchandise which included tour shirts, jumpers, tote bags and bracelets.

The Eras Tour wasn’t without its errors. Hyped up as Swift’s last tour after she unprecedentedly released three new albums and four re-records amid the pandemic, the singer’s fans clamoured to get tickets to the show and ticket-selling platform Ticketmaster and its parent company Live Nation could not keep up with the demand. With demand high, some were forced to seek tickets at shows outside of their home city, state and even country, while some did not end up going.

Outside of the bounds of the concert itself, the Eras Tour generated plenty of business in each city she visited with fans spending on flights, accomodation and hospitality services. The ABC cited NAB which reported that Swift’s seven concerts helped generate more than $300 million for the Australian economy.

Worst

Princess of Wales – Photoshop fail

Catherine, the Princess of Wales, took responsibility for the photo editing fail featuring herself and her three children, George, Charlotte, and Louis, which was released for Mother’s Day in the UK.

Allegations of doctoring were first made by Associated Press, which put out a Kill Notice for the image, with a spokesperson telling the Telegraph, “At closer inspection, it appears that the source has manipulated the image.”

Amongst other issues in the image, the agency called out “an inconsistency in the alignment of Princess Charlotte’s left hand.”

Almost 24 hours after the image was published on the Prince and Princess of Wales’ official Instagram account, a statement was posted to the same account’s Stories from “C”: “Like many amateur photographers, I do occasionally experiment with editing. I wanted to express my apologies for any confusion the family photograph we shared yesterday caused.”

PR and communications specialist and president of ANZ and reputation counsel at Sefiani Communications, Robyn Sefiani, told Mediaweek at the time: “If indeed the photo has been manipulated to present a picture of health when the reality may not be entirely true, the public’s trust in future Royal communiques will have been significantly eroded.”

Upon the clarifying statement taking being released, Sefiani added: “As the English bard Shakespeare would have said: Much Ado About Nothing. But was it an overreaction by global photo agencies or are some institutions (The Royals) held to higher account?”

It Ends With Us – Misaligned marketing strategy

Based on the best selling novel by Colleen Hoover, the film adaption of It Ends With Us had many TikTok fans excited to see the story of Lily Bloom portrayed on screen by Blake Lively opposite co-star and director Justin Baldoni.

The romance novel follows Bloom’s romantic relationships and experiences with domestic violence, familial trauma and emotional abuse – heavy subject matter which Baldoni researched, examined and took on board as director.

Interviews of Baldoni on the film during the promotional circuit was measured, impactful, engaging and respect of the topic.

Meanwhile, Lively promoted the film by encouraging women to “grab your girlfriends and your florals” and watch the film.

When asked in an interview what she would say to real life victims who may see their experiences reflected, Lively responded: “I think that you’re so much—and not to minimise it—but you are so much more than just a survivor or just a victim.” She also said the film “is a story that covers domestic violence but it’s not about domestic violence,” responses which upset survivors of DV.

Both the different approaches and takes on the film by Lively and Baldoni were observed by PR enthusiasts on social media.

Senior marketing strategist Sarah Milstein told Brand Vision Insights highlighted the importance of aligning marketing strategies with the content’s tone. She said: “When marketing a film dealing with sensitive topics, it’s crucial that the promotional materials reflect the content’s tone. Failing to do so not only risks alienating the core audience but also diminishes the impact of the story being told.”

Bumble – Billboard backlash campaign

Dating app Bumble launched a brand redesign in April aimed at renewing user interest on the platform. However the campaign was met with backlash online following the launch a billboard that read “You know full well a vow of celibacy is not the answer”. Critics slammed the message for suggesting celibacy isn’t a personal choice and the patriarchal ideas about sex.

In an apology posted on Instagram, Bumble acknowledged it missed the mark and had removed the ads from the global marketing campaign.”

Bumble will be making a donation to the National Domestic Violence Hotline, among other organisations, as a part of our ongoing efforts to support the work being done around the world to support women, marginalised communities and those impacted by abuse. We will also be offering these partners this billboard space to display an ad of their choice for the duration of our reserved billboard time.”

In an op-ed piece for Mediaweek earlier this year, Lauren Meisner, founder of Centennial World and host of Infinite Scroll, said the campaign was a “misguided stab at young women’s boundaries.”

She wrote: “I see this fumble as a fundamental misunderstanding of why Gen Z women are setting these boundaries in the first place.

“Despite the supposed era of ‘cancel culture,’ Gen Z have proven they are not ruthless and unforgiving. Bumble’s well-executed apology is a prime example of how brands can make amends with this generation and recover quickly from mistakes.”

Schweppes launches soft sensory space at the NGV via Clemenger BBDO and Traffik

Lauren Fildes: ‘This experience is designed to immerse visitors in a complete sensory journey.’

Clemenger BBDO and its activation arm, Traffik, have launched a new activation, SOFT, for Schweppes at the National Gallery of Victoria (NGV).

SOFT is a sensory-inducing space serving up all things soft and soothing—with soft textures, soft scents, soft lighting, a soft soundscape by acclaimed composer Jess Green, and, of course, plenty of delicious Schweppes soft drinks, mixers and premium sodas.

The activation brings to life the Schweppes platform, A Sip for the Senses, which the creative agency developed last year.

“We aim to make work Australians talk about,” Adrián Flores, Clems chief creative officer, said. “But now they can also feel it, taste it, and even hear it. And hopefully they will then talk about it. Preferably not softly though.”

Ant Philipps, executive creative director, said: “We want to make all of our work for Schweppes as much of a sensory experience as the product itself. With SOFT, we’re taking things to a whole new level. A really, really soft level.”

Senior creative Ellie Dunn added: “We’ve always had a soft spot for the NGV. So it’s an honour to create something there. I guess that technically makes us artists now?”

SOFT is running alongside the Yayoi Kusama exhibition, which is predicted to be NGV’s most popular exhibition of all time.

Lauren Fildes, general manager of marketing at Asahi Lifestyle Beverages, said: “We are thrilled to partner with the NGV to bring ‘SOFT’ by Schweppes to life. This experience is designed to immerse visitors in a complete sensory journey. Every detail has been thoughtfully curated to deliver a truly unique and unforgettable experience.”

The activation opened 15 December and runs through to 11 January 2025 in the NGV Garden. The softness continues during NGV Friday Nights with a soft pop-up Schweppes bar in the Gallery Kitchen.

CREDITS
Client – Asahi Lifestyle Beverages
General Manager – Marketing: Lauren Fildes
Head of Carbonated Brand: Jarrod Dooley
Marketing Manager: Simone Reid
Brand Manager: Emily Devine
Head of Sponsorships: Bianca Merrington
Partnerships & Events Lead: Amelia Standfield

Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Director: Anthony Phillips
Senior Copywriter: Ellie Dunn
Senior Art Director: Lisa Dupré
Chief Strategy & Experience Officer: Simon Wassef
Senior Strategy Director: Ness Quincey
Behavioural Scientist: Len Duniec
Group Business Director: James Kerr
Business Director: Tony Dediu

Traffik
Senior Producer: Katie Hood
Acting Managing Partner: Taryn Watson

Chemistry Set
Head of Cultural Design: Rhian Mason
Social Media and Content Director: Elly Brand

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Nine appoints Queensland and Western Australia TV news directors

The recruitment for the Sydney TV News Director role remains underway.

Nine has appointed Brendan Hockings and Michael Genovese as TV news directors in Queensland and Western Australia, respectively.

Hockings, who has been acting in the role since November, will oversee 9News operations for Brisbane, Gold Coast and Darwin.

Genovese will oversee the TV Newsroom in Perth after acting in the role for the past three months. He is a seasoned senior reporter and presenter, having held a number of positions within Nine including WAtoday, 6PR, Today Show and 9News where he was based in LA as Nine’s US Correspondent. Genovese has transitioned into a leadership role over the past few months following the recent appointment of Gareth Parker to the Network News Content Director role.

Director of TV news & current affairs Fiona Dear said: “We were overwhelmed with applications from highly talented journalists and leaders during this process and these internal appointments showcase the depth we have within 9News.

“Both Brendan and Michael are exceptional journalists, leaders, and people, and we are extremely fortunate to have individuals of their calibre to appoint into these key leadership positions to drive our transformation and continue to uplift Nine’s culture.

“Over the past few months they have provided leadership stability and strong editorial guidance to their respective newsrooms, and I am proud to formally announce them in these roles today.”

Hockings said: “I marvel constantly at the creativity, passion and dedication of our 9News Queensland team. I’m honoured to take up this role and look forward to leading this extraordinary team of people as we tell Queensland and the Northern Territory’s greatest stories.”

Genovese said: “Nine Perth has been my home for over a decade and it’s a privilege to take on the role of News Director and lead the hard-working team here. As West Australians turn to 9News as their trusted source of information, we remain committed to delivering the stories that matter to Perth, every single day.”

The recruitment for the Sydney TV News Director role remains underway.

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Top image: Brendan Hockings & Michael Genovese

Marketing in the Attention Economy: Key Insights for 2025

‘Brands must rethink their strategies, shifting from simply reaching audiences to deeply engaging with them.’

By Alex Nigmatulin, co-founder and CMO of PRNEWS.IO

As we move into 2025, businesses of all sizes — from emerging startups to established industry leaders — face the challenge of capturing and maintaining consumer attention in an era of endless distractions. With the attention economy reshaping how we interact and consume, brands must rethink their strategies, shifting from simply reaching audiences to deeply engaging with them.

Here’s a look at what will shape marketing success in the coming year, backed by the latest research and emerging trends.

The Shift to Attention Metrics

In a digital landscape saturated with ads, attention has emerged as the ultimate currency. Traditional metrics, such as clicks and impressions, no longer provide an accurate picture of campaign success. Research from Amplified Intelligence reveals that around 85% of online ads don’t pass the 2.5-second attention-memory threshold — the critical point at which a brand starts to embed itself in a person’s memory. This inefficiency results in a significant portion of advertising budgets being wasted on low-quality impressions.

The importance of attention is further emphasized by Dentsu’s Attention Economy study, which demonstrates that even a modest 5% increase in attention can lead to a 40% boost in in-market ad awareness. Together, these insights emphasise a vital trend for marketers: the need to create content that doesn’t just reach audiences but actively captivates and sustains their engagement.

AI and Cohesive Collaboration

The role of AI in marketing will expand in 2025, driving personalization and optimizing creative strategies based on real-time attention data. However, as Meltwater’s 2025 Marketing Trends report highlights, success won’t rely solely on advanced technology. Instead, the emphasis will be on fostering quality interactions between brands and consumers, ensuring that every engagement delivers measurable impact.

Internally, this focus on quality will extend to the relationships brands cultivate with in-house teams and agency partners, as fragmented attention spans demand innovative and cohesive collaboration.

Native Advertising: Subtlety Drives Attention

Native ad formats are uniquely positioned to thrive in the attention economy. Research from Teads & Lumen demonstrates a direct correlation between attention and brand outcomes, with longer engagement durations consistently improving metrics across the marketing funnel. Their research shows that at least 9 seconds of attention are needed to impact brand consideration and 8 seconds to influence purchase intent. These numbers indicate the need to prioritize attention to drive meaningful lower-funnel outcomes.

To capitalize on these insights, brands should prioritize ad placements on platforms that demonstrate high attention benchmarks, investing in immersive formats that deliver prolonged engagement. Interactive videos, branded content and advertorials, for instance, offer extended exposure and more meaningful engagement, aligning perfectly with attention-based strategies.

PRNEWS.IO’s forthcoming study reinforces this trend, reporting that in 2024 alone, over 30,000 native ad articles were placed across more than 10,000 news websites worldwide through their platform — a 30% increase compared to the previous year. This surge mirrors the broader industry growth, with AdYouLike projecting the global native advertising market will reach $400 billion by 2025 — a staggering 372% increase from 2020. These findings highlight the growing preference for non-intrusive, value-driven campaigns designed to capture and sustain consumer attention.

For the B2B sector, where buying cycles are increasingly lengthy, this strategy is particularly critical. Research such as Amplified Intelligence’s findings on the importance of attention thresholds underscores the need for content that captures attention and retains it for meaningful engagement. Tools like webinars, detailed articles and educational videos are becoming essential for B2B marketers to keep potential clients engaged, nurture long-term brand recall and sustain their presence throughout extended sales funnels.

Creative Excellence: The Key to Standing Out

Attention isn’t guaranteed — it’s earned. Research from Kantar’s Media Reactions 2024 shows a notable decline in ad engagement on social platforms, with only 31% of people globally saying social media ads capture their attention, down from 43% the previous year. These findings challenge brands to go beyond platform optimization and invest in creative storytelling that breaks through the noise.

Why Attention Matters

The battle for attention will only intensify as consumers grow more selective in their interactions with brands. Success in 2025 will depend on creating campaigns that capture initial interest and sustain it long enough to foster meaningful connections. By leveraging the insights from the studies presented in this piece, marketers can navigate the challenges and develop campaigns that resonate deeply, ensuring success in the attention economy.

–

Top image: Danielle Coimbra

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Man of Many reveals sleek website redesign to provide readers an ‘exceptional experience’

Scott Purcell: ‘This redesign is not just about a new look—itʼs about creating an exceptional experience for our readers and laying the foundation for an exciting future.’

Man of Many has launched its newly redesigned website, with Porsche as its display launch partner, signalling an ambitious step into the future of independent digital media.

Developed in partnership with New Zealand agency, Daylight Creative, the new site blends a sleek, modern design and functionality, delivering an enhanced user experience, improved content discovery, and optimised commercial integrations for brand partners.

The redesign marks a culmination of months of strategy, innovation, and collaboration aimed at elevating the platformʼs capabilities for its growing audience of over 2 million monthly readers and more than 900,000 social media followers. It not only enhances the user experience but also positions the publication to launch innovative new features and first-party data capabilities, paving the way for exciting developments in 2025.

A Design Built for the Modern Reader

The revamped site prioritises seamless navigation, elevated design, and improved functionality to engage the platformʼs growing audience of over 2.5 million monthly readers. The redesign introduces:

• Mobile-First Design: A user-friendly, intuitive interface tailored for browsing on any device.
• Dark & Light Modes: Accommodating modern user preferences, ensuring a personalized and comfortable experience in any environment.
• Enhanced Content Discoverability: Improved content architecture and trending sections to surface the best in Products, Culture, and Style.
• Modern Visual Identity: A refreshed design system offering a clean, premium aesthetic that reflects Man of Manyʼs position as a leading digital publisher.
• Optimised Ad Formats: High-impact, non-intrusive placements that amplify brand campaigns and offer advertisers measurable outcomes.
• First-Party Data Integration: Rich audience insights enabling precise targeting and campaign optimisation for brand partners.

“We are incredibly excited to share the next evolution of Man of Many,” said Scott Purcell, co-founder of Man of Many. “This redesign is not just about a new look—itʼs about creating an exceptional experience for our readers and laying the foundation for an exciting future. Our focus remains on delivering quality content and innovative tools that empower both our audience and partners.”

Key outcomes of the redesign include:

• Improved site speed and performance, delivering a smoother reader experience.
• Enhanced capabilities for long-form editorial reviews, and series-based content.
• New pathways for monetisation, balancing commercial needs with user experience.
• A scalable design system ready to support Man of Manyʼs future product offerings.

To bring this vision to life, Man of Many partnered with digital studio Daylight Creative, known for its expertise in crafting intuitive, future-proofed publisher platforms. Daylightʼs extensive experience with editorial, UX/UI design, and brand expression allowed for a collaborative process that balanced creativity, audience insights, and technical precision.

Man of Many Website Design - Mobile

What’s Next: Membership Platform Launching in 2025

The redesign sets the stage for Man of Manyʼs next major milestone—the launch of an all-new membership platform in 2025. This exclusive program will provide loyal readers with enhanced features and curated benefits, including:

• Premium, Members-Only Content: Access exclusive articles, deep dives, and long-form features.
• Curated Events & Experiences: Invitations to bespoke events tailored for the Man of Many community.
• Personalised Tools: The ability to comment, bookmark, and save favourite posts for a tailored reading experience.
• Ad-Light Browsing: A smoother, less intrusive reading experience for members.
• Exclusive Offers & Discounts: Special promotions and collaborations with premium brands.

“Our audience has grown significantly over the past decade, and we want to reward their loyalty with a personalised, enriched experience,” added Purcell. “The membership platform will create new opportunities for deeper community engagement while delivering even more value to our readers.”

Harnessing the Power of First-Party Data

Man of Manyʼs redesigned site brings with it enhanced first-party data capabilities—a critical feature for both the platform and its commercial partners. By harnessing rich, privacy-compliant audience insights, Man of Many can deliver:

• Deeper Audience Understanding: Behavioural trends, demographics, and preferences for hyper-targeted content and campaigns.
• Precision Advertising Solutions: Brands can optimise messaging to resonate with high-value demographics, driving measurable outcomes.
• Data-Driven Decision Making: Real-time analytics to refine strategies and deliver campaigns with maximum impact.

These insights, combined with Man of Manyʼs verified audience data through IPSOS, position the platform as a leader in delivering transparent and effective advertising solutions. By aligning content innovation with cutting-edge technology and audience needs, the new platform reaffirms Man of Manyʼs commitment to authentic, high-quality content and future-proofs its commercial offerings.

Looking Ahead to 2025

This redesign is just the beginning. In 2025, Man of Many will unveil further innovations as part of its ‘MoMentumʼ strategy, including:

• Expanded Video Content: New flagship video series, including Whisky Wednesdays and The Wind Up, targeting niche interests with premium, branded storytelling opportunities.
• Enhanced Partner Tools: A streamlined Advertiser Hub, live reporting dashboards, and audience extension tools to amplify campaigns beyond the platform.
• Branded Events & Flagship Moments: Larger activations like the Man of Many 100 and Sydney Whisky Month, offering immersive opportunities to connect brands with engaged audiences.
• Podcasting Expansion: Launch of Man of Manyʼs inaugural podcast series, delivering intimate, long-form content that builds stronger emotional connections between brands and listeners.

“Weʼre not just redesigning a website; weʼre building the foundation for the future of menʼs lifestyle media,” said Purcell. “From premium content to engaging video formats and exclusive events, Man of Many is committed to evolving and creating opportunities that drive real value for our audience and partners alike.”

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

7NEWS special event: Cyclone Tracy 50 Years On

The special airs at 7:00 pm on Christmas Eve.

“It was really terrifying.”

“It brings me to tears…it still does.”

“Darwin is virtually rubble.”

These are the words of survivors of the Christmas cyclone that devastated Darwin in 1974. Now, five decades later, 7NEWS is marking the pivotal anniversary with a special event titled Cyclone Tracy 50 Years On.

Airing 7.00pm on Tuesday, 24 December on Channel 7 and 7plus, this exclusive special revisits the catastrophic day, featuring rarely seen footage from the cyclone’s aftermath and interviews with survivors, many of whom are sharing their stories for the first time.

7NEWS reporter Nick McCallum travels to Darwin, capturing the powerful firsthand accounts of residents who lived through the cyclone, offering a poignant look at the lasting impact of one of Australia’s most devastating natural disasters.

Cyclone Tracy 50 Years On: A 7NEWS Special, 7.00pm Christmas Eve on Channel 7 and 7plus.

Squid Game takes over Bondi Icebergs for the ultimate game of red light, green light

Squid Game season two debuts globally on December 26, only on Netflix.

On Thursday at Sydney’s most iconic beach, Young-Hee challenged players to the ultimate Squid Game of ‘Red Light, Green Light’ at Bondi Icebergs.

Flanked by 50 Squid Game guards, the empty Icebergs pool made for the perfect playground as Young-Hee towered over 10 eager players, who earlier made the procession across Bondi’s foreshore.

Only one winner would survive, and in true Australian fashion, that winner was Steve Bradbury, who once again proved that slow and steady does win the race.

Live games of ‘Red Light, Green Light’ have been popping up across the world including Paris and Brazil. Further Squid Game global domination continues to take place all around the world including London and Edinburgh, Seoul for the World Premiere, Melbourne and Sydney Harbour.

Last week, Squid Game took over Sydney Harbour before the season two premiere with a convoy of 300 pink Squid Game guards escorting the towering Young-hee – the infamous doll from ‘Red Light, Green Light’— to her new home at Luna Park.

The recently released trailer delivers an electrifying glimpse into the deadly games and gripping character dynamics that await fans worldwide.

Three years after winning Squid Game, Player 456 gave up going to the States and comes back with a new resolution in his mind. Seong Gi-hun (Lee Jung-jae) once again dives into the mysterious survival game, starting another life-or-death game with new participants gathered to win the prize of 45.6 billion won.

Gi-hun returns, locked in a tense battle with the shadowy Front Man (Lee Byung-hun). As new games unfold, the stakes grow deadlier, and Gi-hun’s mission to end the games once and for all takes centre stage. Will he succeed, or will the system claim even more victims?

Squid Game season two debuts globally on December 26, only on Netflix.

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.

TV Ratings 18 December 2024: Brisbane Heat scorch the Stars by 8 wickets on Seven

By Jasper Baumann

Seven News reaches 1.8m.

Wednesday 18 December 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

Nine’s A Current Affair recorded a total TV national reach of 1,300,000, a total TV national audience of 861,000, and a BVOD audience of 62,000.

Nine’s 9News recorded a total TV national reach of 1,717,000, a total TV national audience of 1,064,000, and a BVOD audience of 80,000.

Seven’s Seven News recorded a total TV national reach of 1,829,000, a total TV national audience of 1,118,000, and a BVOD audience of 57,000.

Seven’s BBL – Melbourne v Brisbane recorded a total TV national reach of 1,969,000, a total TV national audience of 543,000, and a BVOD audience of 34,000.

10’s airing of Jamie Oliver: Christmas recorded a total TV national reach of 685,000, a total TV national audience of 250,000, and a BVOD audience of 9,000.

People 25-54

Nine’s 9News:
• Total TV nation reach: 447,000
• National Audience: 267,000
• BVOD Audience: 39,000

Nine’s A Current Affair:
• Total TV nation reach: 336,000
• National Audience: 211,000
• BVOD Audience: 30,000

Seven’s BBL – Melbourne v Brisbane:
• Total TV nation reach: 658,000
• National Audience: 190,000
• BVOD Audience: 19,000

10’s Jamie Oliver: Christmas:
• Total TV nation reach: 211,000
• National Audience: 82,000
• BVOD Audience: 5,000

People 16-39

Nine’s 9News:
• Total TV nation reach: 183,000
• National Audience: 102,000
• BVOD Audience: 19,000

Nine’s A Current Affair:
• Total TV nation reach: 118,000
• National Audience: 78,000
• BVOD Audience: 15,000

Seven’s BBL – Melbourne v Brisbane:
• Total TV nation reach: 281,000
• National Audience: 76,000
• BVOD Audience: 11,000

10’s Jamie Oliver: Christmas:
• Total TV nation reach: 78,000
• National Audience: 29,000
• BVOD Audience: 2,000

Grocery Shoppers 18+ TV Ratings

Nine’s 9News:
• Total TV nation reach: 1,353,000
• National Audience: 849,000
• BVOD Audience: 65,000

Nine’s A Current Affair:
• Total TV nation reach: 1,033,000
• National Audience: 692,000
• BVOD Audience: 50,000

Seven’s BBL – Melbourne v Brisbane:
• Total TV nation reach: 1,485,000
• National Audience: 403,000
• BVOD Audience: 26,000

10’s Jamie Oliver: Christmas:
• Total TV nation reach: 549,000
• National Audience: 198,000
• BVOD Audience: 7,000

Data © OzTAM and Regional TAM 2024. Not to be reproduced, published or communicated (electronically or in hard copy) in whole or in part, without prior written consent of OzTAM and Regional TAM.

Friday December 20, 2024

Ten’s bold plans for 2025: Fresh formats, young audiences, and sports synergy

Squid Game Season 2: Global brands turn pop culture into powerful campaigns

How Squid Game is reshaping brand collaborations

What Squid Game Season 2 teaches about mastering multi-channel campaigns

Lessons for Australian marketers from Squid Game’s cultural dominance

Feeling hot hot hot! A look at the summer campaigns that capture the swelter season in 2024

McDonald’s: Macca’s run? via DDB Sydney and OMD

NRMA: Summer of Community Cricket via Accenture Song

DiDi: Tow service for summer festive Via Sunday Gravy

Mov’in Bed returns via BBR and Val Morgan Cinema

Jetstar: Seeking Sandmates via Thinkerbell

Weis: ‘The Saviour of Summer’ campaign via Emotive and Unilever

Wotif: ‘Great Summer Escape’ via Spark Foundry and Emotive

Calypso: The ‘must-have’ mango of the season via Wavemaker and Elevencom

Royal Life Saving WA: Be a Mermate via 303 MullenLowe

The Ads That Made Us: Old school sun safety, Don’t Hold Back with Jeep and Anything Goes with Cadbury

Emma Shepherd, Editor-in-Chief

Jasper Baumann, Journalist

Alisha Buaya, Agency Editor

Elton John unveils news video for ‘Step into Christmas’ starring Cara Delevingne

Year of Brat, royal photoshop fail, holding space for Wicked and the Bumble fumble: The best and worst pop culture marketing moments of 2024

Best

Charli xcx – Brat

Wicked – Global press tour

Taylor Swift – The Eras tour

Worst

Princess of Wales – Photoshop fail

It Ends With Us – Misaligned marketing strategy

Bumble – Billboard backlash campaign

Schweppes launches soft sensory space at the NGV via Clemenger BBDO and Traffik

Nine appoints Queensland and Western Australia TV news directors

Marketing in the Attention Economy: Key Insights for 2025

The Shift to Attention Metrics

AI and Cohesive Collaboration

Native Advertising: Subtlety Drives Attention

Creative Excellence: The Key to Standing Out

Why Attention Matters

Man of Many reveals sleek website redesign to provide readers an ‘exceptional experience’

A Design Built for the Modern Reader

What’s Next: Membership Platform Launching in 2025

Harnessing the Power of First-Party Data

Looking Ahead to 2025

7NEWS special event: Cyclone Tracy 50 Years On

Squid Game takes over Bondi Icebergs for the ultimate game of red light, green light

TV Ratings 18 December 2024: Brisbane Heat scorch the Stars by 8 wickets on Seven

Wednesday 18 December 2024: VOZ Total TV Ratings Overnight Top 30 – Programs ranked on reach

Total People TV Ratings

People 25-54

People 16-39

Grocery Shoppers 18+ TV Ratings

Business of Media

How oil money and oligarchs are shaping the sale of Foxtel

Michael Leunig, Australian cartoonist, dies aged 79

Entertainment

Irish Actors are having a moment in Hollywood — and they’re doing it differently

Anything but Love, Actually: The alternative guide to Christmas movies

Horror flicks were once barely a rung above porn: that’s all changed