Media agencies welcomed the content line up, data additions and business focus of the Seven Upfronts for 2021.
Our head of client services Anna Magliano commented: “Channel 7 provided a refreshing take on previous upfronts, not shying away from the financial challenges they have faced this year. They even managed to sneak in a humorous dig at an unnamed competing publisher, but more importantly gave assurances that they are on the right path and that they are the network to back in the year ahead.
A strong emphasis was placed on their ‘content led’ approach, and their presentation today was clear that content is the battlefield they are playing on. Audiences will see returning favourites including Big Brother, Farmer Wants A Wife, Sunrise and the AFL to solidify their position against 25-54s and 16-39’s along with a slate of new programs all marking a refreshing change for the network.
The introduction of Red IQ data partnerships is an intriguing addition to their first party data. It will be interesting to see how they utilise this for granular targeting opportunities and measurement but importantly how this will stack up against Channel 9’s Adobe partnership…it would seem the data wars are now on.
The biggest winner of the hour is the Olympics and Paralympics announcement, this is the perfect springboard for Channel 7 to secure a dominant position in quarter three and a saviour moment for all those who have been eagerly awaiting the games!
Overall, a great presentation providing media agencies with confidence that they can deliver.”
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