Seven to reduce advertising content and break lengths from June

Seven has announced it will reduce advertising content and break lengths across its broadcast and digital channels from June, promising an ‘enhanced viewing experience’ for consumers.

Seven’s chief revenue officer Kurt Burnette said research conducted by the broadcaster has shown reduced ad loads can deliver higher brand awareness response.

Seven’s new ad formats will launch alongside Big Brother in June

“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% increased brand recall. We’re acting on that powerful insight after months of planning and analysis,” said Burnette.

The launch will coincide with the premiere 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.

Seven Network programming director Angus Ross said: “We’ve already seen the benefit in areas we have tested, like news and other areas. We’re 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.”

EAVE (Enhanced Advertiser and Viewer Experience) is what Seven plans to roll out going forward, supported by research from Neuro-Insight.

Peter Pynta, Neuro-Insight APAC CEO, 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.”

Seven’s decision coincides with a huge downturn in advertising revenue across the media industry, largely due to the COVID-19 pandemic. For the first half of FY20, Think TV reports total TV advertising fell 5.9% and the numbers are expected to continue declining in the coming months. Seven has also been forced to make hard choices across its business, cutting staff and reducing hours. 

The network has promised other advertising initiatives to follow shortly.


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