Seven have announced that it will be reducing advertising content and break length on its broadcast and digital channels. This will coincide with the launch of Big Brother in June, expanding to drama and movie programming and joining the reduced ad load already implemented during live sport, 7NEWS and other public affairs programming.
The initiative aims to enhance the viewing experience for consumers while also creating a more engaging and impactful result for advertisers thanks to proven cut-through.
The decision is based on audience tracking and research on break structures and ad loads done by Seven over several years.
Commenting on the announcement, Seven West Media Chief Revenue Officer, Kurt Burnette, said: “As viewing habits evolve and choice increases, we believe there is no better time than now to enhance the free-to-air television experience for viewers and advertisers across broadcast and BVOD. Research has proven reduced ad loads can deliver more than 25 per cent increased brand recall. We’re acting on that powerful insight after months of planning and analysis.
“The result – EAVE (Enhanced Advertiser and Viewer Experience) is a long-term strategic initiative designed to deepen the way brands and consumers connect with Seven’s content and audience across platforms.
Seven Network Programming Director Angus Ross said: “We’ve already seen the benefit in areas we have tested, like news and other areas. Were very much looking forward to accelerating the enhanced experience across our existing and exciting new and fresh content line-up. All helping build engagement and grow audience across all platforms.”
Peter Pynta, Neuro-Insight CEO, A.P.A.C., said: “There’s rock solid evidence in the fact that break length and number of ads in breaks significantly influence ad effectiveness. The shorter the breaks and the fewer impressions within a break, the better the payback for advertisers.
“We’d implore the market to take this ad/program ecosystem seriously….and ideally see them as working in harmony.”
Burnette concluded: “We’ll work together with our customers to continually evaluate the benefits of reduced ad load, to ensure that when brands advertise with Seven, their message will be more effective and engaging, growing audiences and delivering a better viewing experience.”