Seven West Media is making bold moves to cement its position as a leader in Australian broadcasting, and at the heart of its strategy is the network’s new national director of sales, Jordan King. With a background steeped in ad tech and programmatic expertise from his time at Nine, King is spearheading Seven’s digital growth. The recent acquisition of streaming rights for the AFL and cricket marks a noticeable shift for the network, bringing Australia’s two most popular sports to its digital platform, 7plus.
Sports streaming takes centre stage
King believes the addition of these premier sports to 7plus is a game-changer for the network. “For the first time, Australians can access the nation’s number one winter and summer sports digitally, for free,” he told Mediaweek. “It’s absolutely massive. Early results from the cricket are already exceeding expectations. For example, in Perth, we saw 25% of digital streamers tuning in for the first match, and by day four, that number had risen to 27%—a target we hoped to hit by the end of summer.”
Bringing insights from his time managing events like the Australian Open at Nine, King is focused on Seven delivering a seamless experience to audiences and advertisers alike. “From frequency capping to stitching ad formats into live sports streams, these lessons ensure we deliver a stable, premium experience from day one. It’s all about ensuring the technology is robust and the audience experience is top-notch,” he said.
Data and innovation lead the way
Central to Seven’s strategy is its investment in advanced data capabilities, with platforms like Seven Red IQ and its partnership with Databricks enabling a new level of audience understanding. “What Seven is doing with Databricks is world-class. The predictive capabilities are incredible—our forecasts are now more accurate than the ad server itself,” King said. “This allows us to deliver stable results and reach the right audiences at the right time, which is exactly what advertisers want.”
As live sports streaming evolves, Seven is also exploring innovative ad formats. While King acknowledges the potential of formats like squeeze backs—ads that run alongside live play—he emphasised the importance of maintaining a premium viewer experience. “During cricket, for example, viewers expect ads between overs, so our priority is delivering those in a way that feels seamless and premium. While we’re exploring alternative formats, it’s about balancing innovation with stability,” he said.
Collaboration and consumer focus drive growth
Seven’s collaborative approach to sales is another key component of its strategy, with teams working together to deliver tailored solutions for advertisers while ensuring content resonates with viewers. King highlights the network’s consumer-first philosophy as a major driver of its success.
“Seven has an incredible linear and regional backbone, and we’re integrating that with digital expertise,” he said. “It’s a team effort, focused on finding the right mix of broad audience reach and bespoke solutions.”
This approach is already delivering results. Home and Away, for example, is averaging 187,500 viewers per episode on 7plus this year, representing 20% of its total audience. “The data from 7plus guides our decisions, helping us deliver content that resonates,” he said. “Home and Away is a standout, making it Australia’s most-streamed drama.”
Looking ahead to 2025, King is excited about the opportunities the AFL season will bring. “The AFL is going to be a game-changer. By the time Round Zero kicks off, we’ll have the insights we need to deliver a next-level experience for both viewers and advertisers. We’re also focusing on scaling streaming capabilities and integrating advanced measurement systems like VOZ to ensure we remain at the forefront.”
For King, Seven’s combination of premium content, ad tech, and deep audience insights is a winning formula in Australia’s fragmented media landscape. “Nothing has ever sold more Mazdas or mangoes than TV, and I believe nothing ever will,” he concluded.