Foxtel Media has announced partnerships with CommBank iQ and Adgile to unlock deeper insights for greater audience targeting to better inform advertising effectiveness, the company announced at its 2025 Upfronts event.
Together, the partnerships will bolster campaign planning, performance and return on investment (ROI) for brands and advertisers.
As CommBank iQ’s inaugural partner across video for digital audience and measurement, Foxtel Media will leverage the de-identified data set of Australia’s largest bank with over 7 million people, providing advertisers with unique insights into purchasing behaviour through de-identified payment data, enabling them to track precisely how campaigns convert to sales.
Via CommBank iQ’s industry analysis, brands will be able to understand the market size and performance of relevant industries, providing an advantage to protect and grow their share among competitors. Foxtel Media will also leverage CommBank iQ to add over 100 new attributes for audience segmentation, enhancing its addressable offering, Characters, early next year.
CommBank iQ has already uncovered insights into the spending behaviour of Foxtel Group customers across the travel and quick service restaurant (QSR) categories. Foxtel Group customers spend 73% more than non-Foxtel customers in the travel category, and during the past financial year, increased spend by 80% more than non-Foxtel customers. Moreover, Kayo and Binge subscribers spend 50% more in the QSR category than non-subscribers.
Foxtel Media's chief sales officer, Nev Hasan, said measurement is the key to proving media-planning effectiveness.
"By partnering with CommBank iQ we’re further equipped to help advertisers not just reach premium audiences, but understand how their investments lead to specific outcomes and provide them with the tools they need to optimise media planning," he said.
Also kicking off in 2025 is a new partnership with Adgile, offering independent verification of impression delivery across Foxtel linear and streaming platforms, tracking performance and business outcomes based on attention, response and conversion.
Powered by Adgile Catalyst, an investment allocation tool with deep-learning AI, brands and advertisers will gain in-depth insights on the ROI of their video spend, helping determine the most effective way to invest across Foxtel platforms. The initiative will start with the benchmarks of ten categories, built from Adgile’s extensive ROI database of over 300 clients.
Hasan said at the heart of what Foxtel Media offers is watchability: a premium ad experience in a premium content environment.
"The partnership with Adgile is a direct result of our client's requests for actional insights, and we’re pleased to unlock next generation planning for our clients with enhanced ROI reporting and audience targeting," he said.
“With now having all of our data in one place with Kantar, we have incredible optionality in where we send this data. These two ROI partnerships are the catalyst and starting point for this ROI evolution for our business.”
GroupM national head of investment, Claire Butterworth, said in an environment where every dollar counts, Foxtel Media’s new offerings with CommBank iQ and Adgile provide additional peace of mind for brands that want to minimise risk and amplify efficiency by allowing them to determine how to deploy budgets across Foxtel’s premium platforms to their greatest effect, plus see the direct impact of their spend.
"We’re excited to work with Foxtel Media and continue to unlock insights and drive campaign success for our clients," he said.
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