Seven’s Australian Idol names sponsors ahead of launch
The Seven Network has unveiled Optus and Arnott’s Tim Tam as its broadcast partners for the new Australian Idol, which premieres on 30 January.
The partnerships will include bespoke activation packages, in-program integration, premium commercial assets on Channel 7 and 7plus, social support and amplification on Seven’s new channel, 7Bravo.
Agencies involved in developing the sponsorships were UM for Optus and The Neighbourhood, Publicis Groupe’s bespoke agency for Arnott’s.
Optus’ sponsorship comes after it was found to have suffered brand damage from its much-reported cyber attack last year. According to Brand Finance Australia, the telecommunications company saw a 19% fall in brand value to $3.3 billion.
Other sponsors announced include Samsung and Universal Pictures Australia.
Speaking to Mumbrella, chief revenue officer of Seven West Media Kurt Burnette said the network’s insights suggest nostalgia has been an important theme amongst TV audiences in the past few years, and reactivating Australian Idol was a part of that content acquisition strategy.
“The difference in Idol from, say, The Voice, is that Idol will have some cold, hard truths in there. They’re very specific about who’s coming on board,” Burnette said.
“It’s not nasty, but it’s very honest, it’s a lot more raw than perhaps The Voice, which is really nice and really encouraging. I’m not saying that Idol isn’t that, but it’s very real.”
Burnette added that the live nature of Australian Idol combined with the excitement that comes with an out-of-studio setting will be an interesting offering for those who may or may not be already familiar with the format.
Optus senior director, brand marketing, Cameron Luby, said: “With its extraordinary auditions and uplifting performances, Australian Idol embodies Optus’ spirit of optimism and our active role in reminding Australians that extraordinary opportunities ‘Start with Yes’.”
Arnott’s Tim Tam marketing manager, Rebecca Chan, said: “We are excited to be a part of Australian Idol’s return; the perfect program for Aussies to watch together and enjoy a Tim Tam. What more could you wish for?”
Director of 7RED, Katie Finney, said: “We are delighted to welcome Optus and Arnott’s Tim Tam as major sponsors for the highly anticipated new season of Australian Idol on Channel 7 and 7plus.
“Australian Idol offers our commercial partners a unique opportunity to engage with a multi-generational audience across metro, regional and digital screens in a trusted, brand-safe environment.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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