Seven unveiled their new announcements and offerings for 2023 at Sydney’s Entertainment Quarter on Tuesday.
The broadcaster revealed exciting new launches and partnerships, as well as new exciting content and the return of family favourites and icons.
Media leaders from holding companies and independent agencies shared their thoughts with Mediaweek about the Seven Upfront highlights, what the announcements bring to the table and what it means for their ad spend.
Seven’s best-selling points
Nicola Barnes, group investment director for iProspect, noted the partnership with NBCUniversal and the launch of 7Bravo as a selling point. She said it: “compliments Seven’s existing multi-channel mix with a strong female appeal.”
“The partnership with NBCUniversal will give viewers access to a number of binge-worthy reality and true crime content such as Below Deck and Real Housewives, and for advertisers, it means an opportunity to get in front of the harder-to-reach audiences.”
Sarah Keith – group managing director of Involved Media and Active International Australia – highlighted the broadcaster’s news and sports leadership positions as strong selling points in addition to the return favourites and the broadcaster’s reimaging of the Idol franchise.
Keith also highlighted 7Bravo and NBC Universal as selling points and its Aura partnership, which will be vital to getting the attention of younger audiences who expect dual screening.
Andrew Murray, UM Australia’s head of trading, also noted the 7Bravo would deliver strong results into 2023 for UM clients across metro and regional audiences and BVOD platforms.
For Chris Parker, the CEO of Awaken, the launch of 7Bravo was also a big selling point with guilty pleasure shows such as true crime programs and the Real Housewives franchise.
Parker added: “While the OzTAM results may not show a large viewership in an already diversified market, it does make strategic sense for 7Play to add to the content library, offering more streaming choices and a reason to stay in-network for BVOD advertising.”
Yasmin Sherif, business manager at Alchemy One, also cited Seven’s lead in news programming across the metro, regional, and digital as a selling point. She said: “I hope to see this pave the way for more cross-channel audience buying and delivery through VOZ.”
Sherif also noted the launch of 7Bravo as a selling point that: “will surely challenge Paramount as the number one network for younger demographics and will add a much-needed female skew to the network.”
Nicola Barnes
Vanessa Starr, Frontier Australia’s head of client service, attended the Seven’s Melbourne Upfront on Wednesday. She told Mediaweek: “event TV tent pole programming, a strong sport line-up , and the launch of 7 Bravo ensures there is something for everyone on Seven.”
Starr called the investment in Aura interesting and noted that it pushed the boundaries of traditional streaming. “How this pays off for Seven , and the opportunities for brands would be good to unpack further. Anything that gives more control to the viewer is a win, and I love the idea of testing new ways to engage the viewer in traditional environments.”
Starr also noted the release of Code 7+ will be particularly great for the total video audience delivery system.
“We will be looking to understand the opportunities that the new combination of the Salesforce/Imagine Communications partnership brings, but if nothing else, anything that offers more automation, reduced turnaround times and improved processes is a win. The investment in Code 7+ is the next much-needed step in helping buyers navigate 7Plus,” she added.
Anthony O’Callaghan, head of marketplace digital and investment at MediaCom Australia in Melbourne, also attended the event in Melbourne. He noted that Seven delivered a concise and tight summary of their year ahead.
“It was clear they wanted to leave you with one thing in mind – CONTENT. There were big advancements in their technology and data capabilities which complemented their raft of fresh and revived programming that shone through.”
Vanessa Starr
Has Seven set itself up for a successful 2023?
Barnes said that Seven had set itself up for a potentially successful 2023 by broadening its audience offerings with 7Bravo and new formats to appeal to younger demos and generate an audience uplift.
“They have a clear strategy in both their content slate and digital offerings, and they understand how audiences consume content. All in all, this sets them up for a very promising year ahead,” she added.
For Keith, she noted that the “pre-announcement” of the next year’s Seven Upfront at SXSW Sydney in October cemented the anticipation for next year’s upfront.
“Putting themselves at the heart of a conference that celebrates the convergence of the interactive, film and television industries demonstrated Seven’s confidence which was evident throughout last night’s upfront presentation,” she said.
Meanwhile, Murray called the Seven’s partnership with NBCUniversal and the launch of 7Bravo a “win for capturing Under 40s Women” in the future.
“It will also deliver a significant back catalogue across multiple genres – Reality, Drama and Crime – for 7Plus as the battle heats up for SVOD and AVOD platforms in Q4, 2022 and beyond into 2023.”
Parker called Seven’s true crime offering on 7Bravo a “smart play”, particularly as media investment is being “tantalised by the thought of the reach and attention of Netflix advertising.”
“Consumers have incredible access to a phenomenal amount of content, and each of the networks has invested heavily in local and international content to keep people engaged,” he said.
Andrew Murray
Starr said that Seven was the most successful in 2022 compared to other networks, despite Nine being having the advantage as the first mover.
“Looking further afield though how these tent pole programs compare to the content found on streaming services, I wonder whether there are more programming opportunities and genres for Seven to explore and invest in, particularly in their quest to focus on the “moments that matter” and younger audiences,” she added.
Investing in its prime-time content
Looking at its prime-time content, Barnes said the network is aware of what they do well and has a strong line-up across news, drama, entertainment, and sports.
“There’s a healthy balance of new and returning content next year that I think advertisers can be confident in. Australian Idol at the start of the year will hopefully be a successful launch platform for the network, with the aim to appeal to the younger generation, as well as other new formats in H1 such as Million Dollar Island, Blow Up, and The 1% Club.”
Keith shared a positive outlook on the prime-time content. She said: “Comedy is finding its way back across all networks, and We interrupt this Broadcast plus the long-awaited Kath and Kim return looks excellent.”
Murray said the highly anticipated return of Australian Idol in Q1 will bolster the broadcaster’s schedule and be a strong performer for new and returning audiences.
“There are some new unproven programs in their prime-time which could deliver risk to their performance in Q1 and early Q2, with Blow Up and Million Dollar Island, two of their biggest announcements of the night covering a key period of the year if Seven is to continue to deliver audience success off the back of Idol,” he added.
Parker said audiences have a “love affair with reality TV”, and the re-emergence of Idol and other big shows will keep Seven at the top of mind for prime-time viewing.
“All of this helps grow the linear ratings and grow the BVOD streams,” he added.
Sherif welcomed the return of family favourites, like Kath and Kim, and the addition of new formats such as Million Dollar Island, Blow Up, the 1% Club and We Interrupt This Broadcast.
But for her, the nostalgic format and return of Australian Idol, along with judge Kyle Sandilands piqued her interest.
“A somewhat risky move by the network, considering he was fired from the show in 2009. Given how polarising he is, it will be a point of contention with media planners and clients alike as to whether the new Australian Idol will be a brand-safe environment,” she pointed out.
Sarah Keith
Starr joked that Seven should have been called “Back to the Future” and added: “I half expected Doc to jump out of his DeLorean to announce the news of Idol’s return”
“Everything old is new again, but maybe some things should stay in the past where they might belong. Only time will tell, and who knows, maybe there is Guy Sebastian 2.0 waiting for his angels to bring him here.”
“Bringing back an old favourite box of past hits makes a lot of sense from a marketing and navigation perspective. Audiences know what to expect, and there is less need for marketing to educate and entice.
But Starr pointed out: “However, James Warburton stated upon his return in 2019 that “the network skews too old” in the audience it attracts and relies on “ageing warhorses” for its programs.
“The reintroduction of Idol may not be the touchdown he is looking for. In saying that, Seven ended the year no. 1 in total people and major demos, so this strategy is obviously working for them.”
Starr also called the launch of 7Bravo exciting but said: “Unfortunately due to international content licensing is largely launching with tier two Bravo content.”
“In the US, Peacock has the full Bravo catalogue and next-day streaming, and it would have been great to see that happen here,” she said. “It will undoubtedly appeal to women, and it will be the first time some of these franchises have been available for free to a wider Australian audience. Of the new programs, Southern Hospitality shows the most promise.”
Anthony Callaghan
O’Callaghan noted that Seven made it clear in their presentation that sport remained the network’s tentpole offering in the new year, along with the renewed AFL deal.
“The rights to the upcoming FIFA Women’s World Cup in Australia are a big positive for the network and are sure to do well with audiences and advertisers alike. The ability to partner with Seven to run spots across broadcast, digital and Optus Sport is certainly advantageous.
O’Callaghan said that beyond the sports offering, Seven’s investment into 7Bravo in Australia shows the network’s attempt to slow the decline of audiences under the age of 40 with a focus on reality TV.
“Based on current streaming trends around reality, it will be interesting to see if the linear channel can actually outperform those streaming the programming via 7Plus. But at least buyers have more to buy!” he added.
Does Seven have that media buyer appeal?
On the appeal of Seven’s announcements to media buyers, Barnes said that Seven’s sports line-up has always been attractive to buyers.
“The announcement of the FIFA Women’s World Cup across Seven and 7Plus will further strengthen their spine, delivering more big moments to Australians as they have done over the past couple of years with the Olympics, Paralympics, and Comm Games,” she said.
In addition to FIFA Women’s World Cup, Barnes said the long-term partnership between the AFL, Seven and 7Plus from 2025 is an excellent result for the network and advertisers and added: “we can expect fragmentation to be even more prevalent in a few years’ time.”
Barnes also noted the rollout of Code7+ and how the long-term goal will be a full total audience delivery system of broadcast, digital, metro, and regional.
“This is something that can’t come soon enough for media buyers and will be revolutionary to the way we trade in a more effective way across screens.”
Keith called the FIFA Women’s World Cup on Seven a “defining moment for the broadcast of women’s sport”. She noted that “it may be a moment in Aussie sporting history”. Keith added: “The category-exclusive packages are a great opportunity for clients to own more than cut through and association.
Murray noted that Seven’s extended partnership with the AFL: “will see continue to benefit for the network with the real impact coming when the digital rights align with the FTA TV rights in two years’ time.”
Murray said the announcement Seven secured the 2023 FIFA Women’s World Cup will bolster the broadcaster’s sports platform.
“For brands keen to be a part of growing Women’s sports coverage, this will be great alignment as the Matildas go for the win on home soil,” he added, particularly as Seven will cover all the Matildas matches, in addition to the quarter, semi-final and final rounds.
“This should deliver audiences for Seven when the Matildas deliver on the pitch,” he added.
Parker noted that the content line-up and partnership with NBC are the most appealing as it will continue to bring in key demographics.
“It is a smart play against Netflix and the advertising dollars that are being earmarked by media planners for that platform.”
Parker also noted that he is also intrigued by Seven’s Aura and if it can deliver an immersive and “sticky” experience across all demographics.
“If the games, socials, news, content, e-commerce, VR and AR is as seamless and discussed, then it may well be a standout that keeps people within 7Play,” he said.
Sherif saw many announcements focused on linear TV, unlike other networks concentrating on streaming platforms.
“However, Seven did announce a partnership with Amazon, meaning 7Plus will look and feel more like Netflix, with AI-driven technology personalising every user’s experience,” she noted.
Chris Parker
Starr said the announcements give buyers the confidence that Seven will continue their success into the future. “Whilst their programming may lack newness, it is quite clear that their schedule is working for them. The investment in Code 7+ and Aura is future-facing and will help create the network of the future,” she added.
O’Callaghan said: “Based on current streaming trends around reality, it will be interesting to see if the linear channel can actually outperform those streaming the programming via 7Plus. But at least buyers have more to buy!”
Enticing advertising spend with Seven
For Barnes, she recalled Seven’s discussion last year of their shoppable formats and how 7Plus can be used to push audiences down the funnel to drive action.
“It’s great to hear they continue to further enhance their data partnerships, announcing new partners such as Visa and Amazon,” she said.
Barnes said the focus remains on delivering viewer experience and opportunities for advertisers to drive personalisation, connection, and e-commerce.
“The inclusion of more data partners will complement Seven’s variety of ad formats and be key to driving performance outcomes for our clients,” she said.
Murray said: “As audiences become fluid across the Total TV offering, the fully automated audience delivery across Metro, Regional and BVOD will deliver strategic dividends for our clients and our UM Australia Trading team regarding consistent, promised audience delivery.”
Meanwhile, Parker said Seven’s 2023 rating domination would be built on audiences’ love affair with prime time, reality, and true crime content.
“The success of the NBC Universal partnership will hopefully move the needle as more people stay within Seven for content and give advertisers a chance to reach them across linear and BVOD,” he noted.
Yasmin Sherif
For Starr, she said: “The promise of Code 7+ will unlock more expenditure in the BVOD space for Seven and depending on the rollout and execution of Aura this could attract brands that have previously dismissed traditional TV.
O’Callaghan said: “Seven clearly are thinking of the future, and whilst other networks have lightly touched on their digital and tech capabilities, Seven ensured it was heavily weaved throughout the entire presentation and not just a quick section at the end.
“The partnerships with AURA and Amazon are much needed for 7Plus to remain a compelling proposition in market and will enhance the viewing experience and usability of those streaming via the platform,” he said.
“RedIQ continues to grow as a CDP offering by adding Visa to the mix, and whilst advertisers are still scratching the surface of its capabilities, it’s grown into a compelling insight and segmentation tool,” he added. “To round out the tech, 7Shop has levelled up in the new year by capitalising on enhanced targeting and creative options, something I have no doubt will gain traction in the new year.”
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Top image: Nicole Barnes, Andrew Murray, Sarah Keith, Chris Parker and Yasmin Sherif