Foxtel has revealed that auto brand Mazda and cosmetics label L’Oréal have both signed on as the major sponsors for the eighth and final season of Game of Thrones.
The fantasy TV series debuted on Monday night, exclusively on Foxtel, and already smashed its previous ratings records, setting a new benchmark for pay-TV viewership.
“The final season premiere of Game of Thrones has set a new ratings record for subscription TV, making it a massive validation of the power of original, premium content," MCN CEO Mark Frain says.
"We're thrilled with the numbers, which solidify the lead Foxtel and Foxtel Now have in the market, and their strong brand offering for advertisers and marketers."
Foxtel reported over 1.2m views of the show based on multiple airings across its Showcase channel, which included the 11am premiere, 8:30pm encore and the corresponding Showcase +2 channel.
The show has also been a success through live streaming and on-demand viewing as well, with OzTam's rolling video player measurement score currently sitting at 380,000, taking the top sport from Married at First Sight over the past 28 days.
“L’Oréal’s Game of Thrones involvement is another important touchpoint for L’Oréal to share their brand mission and connect with their audiences through exciting television content,” Carat head of client leadership and operations Richard Lehocz says.
Game of Thrones has delivered Foxtel audience growth on air of +35% and on-demand 233%, compared with the previous season.
"The eighth and final season, exclusively on Foxtel and Foxtel Now, demonstrates the power of marquee entertainment events as an outstanding avenue for brands to reach consumers," MCN Foxtel sales and brand partnership's director Martin Medcraf says.
"There is a large audience steadfastly devoted to GoT, making it a powerful platform for our major sponsors, Mazda and L’Oréal.”
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