Ten promotes its programming credentials in ’10 reasons to buy’ campaign

Ten wants the industry to know its programming slate for the second half of 2018 is stronger than ever, targeting brands and advertisers in a ’10 reasons to buy’ campaign.

As well as insisting the network now has the “strongest second half of programming ever”, the campaign also points to Osher Gunsberg’s and upcoming Bachelor Nick ‘Honey Badger’ Cummins’ hair, the biggest ever series audience for Have You Been Paying Attention?, and Survivor host Jonathan LaPaglia’s biceps as reasons to buy.

The 10 reasons brands should park their money with Ten, according to the campaign, are:

  • The strongest second half of programming ever
  • Osher’s hair (and the Badger’s)
  • The biggest shows that get under 40s talking on all platforms
  • Masterchef consistently being number one in 25 to 54s
  • Shark Tank audience up 7% compared with 2017
  • Biggest series audience ever for Have You Been Paying Attention?
  • LaPaglia’s biceps (reasons 7 and 8 respectively)
  • Crazily addictive brand new quiz show, Pointless 
  • Total people audience up 23% since 1 May

Every fortnight for the coming six weeks, Ten will provide advertisers and brands 10 more reasons to buy across the network, focusing on its talent, programs, multi-platform successes and demographic strength.

Ten’s chief content officer Beverley McGarvey said Australians love and support locally made content, and as such, the network had made its biggest ever investment in this area.

“Our second-half line-up is the best we could have ever scheduled. It is a wonderful mix of returning much-loved franchises like Survivor, The Bachelor and The Bachelorette, and exciting new domestic content like Pointless, Russell Coight’s All Aussie Adventures, Street Smart, Blind Date and the massive new game show with Gold Logie winner Grant Denyer, Game of Games,” she said.

Two reasons to buy, according to Ten

“We have also commissioned eight new shows to be broadcast across a single week in Pilot Week – a week dedicated to showcasing new Australian content. Pilot Week will provide an opportunity for production companies and performers to be even more adventurous and exciting. All eight pilots are bold and exciting ides that will broaden the television landscape. Ten’s intent is that each of these pilots could be commissioned as series. We will be announcing more details about Pilot Week soon.”

Ten’s executive general manager of client and partnerships revenue, Rod Prosser, pitched the network further, saying: “Across all of Network Ten’s multi-platform assets, we offer high-impact, brand safe, family-friendly environments. The ’10 reasons to buy’ campaign aims to clearly outline the benefits of aligning and partnering with Ten during one of the biggest programming schedules in our history.”

The campaign will run across digital and broadcast.


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