Features
Media buyers on Seven’s content, tech, and Kyle’s return to screens
Seven put its execs on the big screen last night as it updated advertisers and clients alike on what is to come in 2023. Mumbrella gets the take from PHD, Spark Foundry, OMD, Woolworths@Dentsu, Mindshare, and Alchemy One on the slate, tech, talent, sport, and more.
“No smoke machines, no ferris wheels, no fireworks”. The opening message from Kurt Burnette was clear, says OMD Sydney’s head of digital, Nicholas Chin. “Seven is confident about their product and they don’t need fanfare to deliver results in 2023.”
Content, content, content, and more content was the immediate take at the afterparty at Hoyts’ venue in Sydney’s Entertainment Quarter.
Seven took its show to the big screens this year, with executives across the company and in the boardroom giving their best audition for the year’s coming slate, with CIO at Dentsu’s bespoke Woolworths Group agency, Georga Payne saying Kurt Burnette and Nat Harvey gave Sonia Kruger a run for her money.
“The content slate felt well balanced, and jumping back into nostalgic performing programming and genres like comedy, with old favourites at the heart (here’s looking at you Kath & Kim!) there to entice elusive audiences to stay within these refreshed environments,” national head of investment at Mindshare, Paige Wheaton tells Mumbrella.
With new shows like Million Dollar Island, Blow Up, The 1% Club and more, PHD’s group investment director, Emma Wood says “it was a good blend of new and existing content – but the real headline was sport”, while Sydney head of investment at Spark Foundry, Sue-Ellen Osborn adds the mix of returning faves and new programming will see Seven “have a very successful year”.
Not everyone was impressed with what is to come though.
“By now, it’s no surprise to media planners and buyers that Seven News tops the program rankings daily, which indicates that they are at least getting the news right,” says business manager at Alchemy One, Yasmin Sherif.
While she adds despite some of the new formats, including Blow Up, which seems to be Seven’s answer to the wildly successful Lego Masters on Nine, “Seven’s upcoming slate was underwhelming compared to previous years”.
Payne too adds that it was a surprise to see My Kitchen Rules returning, “given lacklustre performance”, while caveating that it wouldn’t be the first time a show is announced and doesn’t go ahead.
Idol, and Kyle are back in living rooms
“Idol is back!” says Chin. “And while Kyle Sandilands’ inclusion as a host may polarise some advertisers, the powerhouse judging panel will be sure to excite audiences.”
Sandilands is a controversial figure, and he too splits the views from Australia’s media agencies.
Sherif says the Sandilands’ return as judge was surprising, considering he was fired from the show in 2009 following a segment on his radio show.
“This is a risky move from the network when audiences have more power to persuade decision-makers. This also puts the program’s brand safety into question, and it wouldn’t be the first time we’ve seen brands avoid programs due to talent.”
Payne adds that he is “certainly a risk, and not for every brand”, which is consistent with one client in the room last night saying they would “never partner with a show that features him”.
“He is meant to ‘keep it real’ but it remains to be seen if he is at times rude. Fortunately, Seven have signed other hosts with Harry Connick Jnr, Megan Trainor, Amy Shark, covering off all demographics and personalities,” Payne continues.
He’ll likely draw ratings initially, says Wood, and clients that are willing to take the risk could be the beneficiary of this. “But it goes beyond engaging with an audience and factors such as brand, reputation and relevance are always at the forefront.”
“People do love to watch him, either because they love or hate him – and that is why he is on the judging panel,” adds Osborn.
Bravo, Bravo…
Seven secured a much sought-after content deal with NBC Universal, which too sees it launch the Bravo brand domestically on linear and on its 7Plus platform.
“Bravo content is a great addition to Seven’s secondary channel line-up, and compliments 7Mate’s male audience nicely with a more female, slightly younger skew,” says Osborn.
Wood adds that Bravo will provide more opportunities for advertisers to align with brands in safe environments throughout the year, in particular reaching the under-50 female audience.
“Linear FTA has seen largest declines in 18-39s so a positive move with new linear channel and Bravo on 7Plus to attract this lucrative audience,” says Payne, while Chin adds the move is a “clear run at the competition, expanding US-based programming and targeting a female under 50s audience”.
“There will be a hope that it gives them a clear runway to transition audiences from linear to 7Plus, getting audiences to binge the full series after getting a taste on linear.”
The home of sport
Had Seven not retained the AFL for a further seven years this year, it would likely struggle to hold up its self-appointed title as the ‘home of sport’.
Osborn and Payne both agreed the deal was critical for Seven, with the former saying “it is central to their programming strategy from March to September and helps Seven – and therefore our clients – reach highly engaged audiences, who are often hard to reach through regular programming”.
“Seven’s commitment to making sport free and accessible to all Australians is a huge draw card for advertisers and positive for sporting communities in general, including grassroots,” adds Wood.
This summer will be critical for Cricket and BBL off the back of agreed changes with CA, says Payne, as chief revenue officer Kurt Burnette remained coy on the Mumbrellacast this morning, as to the future of the sport on Seven.
“That’s going to be hotly contested,” he said in reference to the battle to win the rights with CA.
“It’s not the number one code in the country. We’ve got that,” he adds in reference to the AFL. “So that’s the main thing, and we, like everyone else will play a part in it.”
Payne reckons however it is unlikely Seven will not have a summer sport, “but if Cricket is not extended no doubt Seven will make a play for Tennis rights”.
Added to this, Seven is set to broadcast the 2023 FIFA Women’s World Cup, which will be played on home soil, and in New Zealand.
The introduction of this event, alongside the AFL, Horse Racing, Supercars, NFL and cricket, cements Seven’s positioning as the home of sport, Wood says, while Wheaton says giving the competition centre stage alongside its other juggernauts was a great nod to progressed diversity and inclusion.
“Seven’s telecasts of big events are always fantastic, the Women’s World Cup will be no different,” adds Osborn.
CODE 7+. Coming, coming…
“Timing for improved Code 7+ was a little unclear,” says Payne. “We really do need an automated solution given how complex TV buying and forecasting is but having a different product per network and varying set up doesn’t necessarily simplify the process for the buyer.”
Sherif adds that “Seven’s programmatic offering to date has come with its fair share of issues, so as we move to a more automated system of buying, I hope to see improvements from the network as they move to include regional buying in their offering.”
Chin says “in lieu of a screens based buying methodology or BVOD marketplace, the expansion of CODE 7 into CODE 7+ could provide advertisers with a short term solution to buying audiences across screens, albeit only in Seven’s environment.”
He adds that given the focus on BVOD consumer experience this year, the reminder about Seven’s partnership with Amazon Web Services didn’t go unnoticed, while the partnership with next-gen tech provider, Aura will be a game changer for sport advertisers especially.
“Their laser focus ambition of delivering the optimum BVOD experience via gamification is paramount in driving advertiser growth, agrees Wheaton. “This is absolutely what we want or see more of.”
Wood says the improved converged trading model is “the way forward”. “It will allow for improved targeting and addressability capabilities as well as broadened reach outcomes across a Total TV environment and Seven are leading the industry in this space.”
“The complexity of Total TV buying is only increasing – we need platforms like this to navigate the complex TV landscape,” adds Osborn.
Final points
“Popcorn, choc top and a reclining cinema seat provided perfect ingredients to take all that SWM have to offer next year” says Payne, while saying the starting focus on ESG and the Planet Ark partnership was really positive.
Chin agrees that it was “refreshing to see Seven pulling back the curtains, giving us a view into what they stand for as an organisation”.
“The announcement of their sustainability platform and Sustainability Report was a welcome peek into Seven West Media’s corporate values.”
“Environmental, social and corporate governance was at the forefront of the Seven Upfront and their positioning as ‘using the power of our platforms to inspire a better us’ indicates they understand the ever increasing importance for consumers and advertisers,” says Wood, while adding that “a new era of ‘interconnectedness’ was also a nice acknowledgement in their welcome to country.”
Calum Jaspan was news editor at Mumbrella, based in Melbourne. He was also the producer and host of the Mumbrellacast. He left Mumbrella in May 2023.
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7BravoAlchemy OneAmazon Web ServicesBVODCODE 7Emma WoodEntertainment QuarterESGFTAGeorgia PayneKurt BurnetteKyle SandilandslinearMindshareNat HarveyNicholas ChinOMDPaige WheatonPHDPlanet ArkSevenSeven UpfrontSonia KrugerSpark FoundrysportSue-Ellen OsbornTotal TVupfrontWoolworths@DentsuYasmin Sherif
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