Media agencies are optimistic about the prospects for SBS as the national broadcaster revealed a diverse slate of content for 2025 to celebrate a half centenary of being on air.
SBS, at its Upfront event at Sydney’s Town Hall, shared an expansive range of drama, documentaries, food and First Nations content hitting screens next year, alongside a FIFA-focused sport offering.
And also issued a challenge to media buyers to think differently about demographics and audiences, an invitation agencies responded positively to.
Developments in both sustainability and SBS' Beyond 3% initiative were also singled out for praise, with agencies saying the broadcaster was “leading the charge” in the industry .
Avenue C’s media director, Carolyn Northcote, said the hotly anticipated SBS Upfront was its usual fantastic explosion of sights, sounds and tastes, with a year’s summary of how the business performed and what agencies can expect over the next 12 months all being condensed into a punchy hour period.
“SBS seem to shun the over-the-top flashy fanfare and instead celebrate cultural diversity, especially showcasing our indigenous communities,” she said.
“To kick off the upfront of SBS’s 50th year, the tone was set with a light-hearted and entertaining indigenous comedian, Steven Oliver, who poetically asked us to open our mind and hearts to learn from all cultures, past and present.
“And this messaging was consistent throughout the session, with a focus on ‘looking back’ over past lessons and stories so that we can understand who we all are now and how we can best proceed for a strong(er) future.
“SBS are committed to continuing their journey of sharing the stories from all corners of Australia’s shores, through beautifully shot content with all-star Aussie hosts, such as The Idea of Australia (Rachel Griffiths) which regales the good, bad and ugly of Australia’s history, Great Australian Road Trips (with Melissa Leong and Claudia Karvan) will explore all things unique and spectacular across our vast road network, Australia : An Unofficial History (Jackie Weaver) is a flash-back to films made across the 70s and caused a gear shift for our film industry.
“SBS’ Australian made content slate is and has always been exciting. It’s insightful, well researched, impeccably high quality and engaging. I’m sure I’m not the only attendee who adds almost the entire SBS feature reel to their ‘must watch’ list for the year ahead.
“And despite wooing us with delectable delights and inspiring content reels, SBS remain as a ‘challenger brand’ in the media landscape, despite reaching 13.2M Aussies every month. Their On Demand platform was utilised to watch over 140M hours over the last 12months, delivered free, with minimal ad-clutter. And yet they feel under-appreciated it seems, even though they are perhaps the only consciously sustainable media vendors.
“They mockingly asked the audience if, in 2024, we should all still be chasing the old P2554 demo? Given the aging population and increasing diversity, it’s not a bad question to be asking. They also flagged that less than 3% of ad revenue is invested in indigenous media, when we need to be planning for ‘Beyond 3 per cent’ across the likes of NITV to enable more of our First People’s voices to be heard.
“To convince us further, they highlighted even more programming to come over the following year, including Alone Australia S3, Mastermind, Robodebt, The Jury: Death of the Staircase, Blue Lights, Smilla’s Sense of Snow, Rogue Hero’s S2 and The Handmaid’s Tale S6 (which is finally free from the Hollywood strikes of 2024).
“On top of pre-produced drama and documentaries, SBS will have the Tour de France Femme and the Tour de France (2024 audience was up 40% Vs 2023) and the drumroll will start for their coverage of the 2026 FIFA World Cup, think qualifying matches, a FIFA FAST channel and football panel properties.
“Like I said, it was a heavy-hitting hour!
“SBS don’t want us media folk to follow the status quo, they want us to lean-in and become better. It’s not a message that will resonate with everyone, and may not be possible for all/many advertisers, but when has it ever been wrong to ask?”
Initiative’s head of investment for Sydney, Daniela Rocchi, said Sydney Town Hall was transformed into a vibrant and colourful space, adorned with striking tablescapes that mirrored SBS' diverse content.
“This visually captivating setting perfectly embodied the broadcaster's vision. 50 Years was at the heart of the SBS upfronts for this year, looking back on an amazing history of diversity that SBS has bought and brings to its audience ‘’To look forward you must look back’’,” she said.
“SBS is more than just a broadcaster; it’s a cultural catalyst with a diverse range of programming from landmark documentaries exploring Australia's past to captivating international dramas and thought-provoking Indigenous content, SBS is offering something for everyone. Popular series like Alone Australia and The Handmaid's Tale will return being the final season, alongside new shows such as The Idea of Australia and 2.6 Seconds.
“A key highlight is the launch of NITV Muy Ngulayg, a dedicated streaming hub on SBS On Demand that will showcase the best of First Nations storytelling from Australia and around the world. This initiative underscores SBS's commitment to amplifying Indigenous voices and preserving cultural heritage.
“Not only will SBS have a dedicated streaming hub for NITV it will also introduce a digital first, SBS will be integrating its live audio channels into the popular SBS On Demand app an Australian first. This innovative move provides a unified platform for both video and audio content, offering a seamless user experience.
“NITV continues to impress with its dedicated offerings and authentic passion. The Beyond 3% Initiative has gained significant traction, with NRMA Insurance leading as the first major advertiser to partner with NITV and Indigenous artists across the country. The brand is now developing the second-year evolution of this initiative, ensuring ongoing commitment to addressing the advertising gap in Indigenous media.
“Amplifying Indigenous voices, a new era for NITV is taking significant steps to empower Indigenous voices and drive investment in First Nations media. The network has launched a new Indigenous Advisory service to provide cultural expertise and community engagement services to brands, this will allow for empowering Indigenous Voices, provide a platform for Indigenous creators and stories, drive Industry change and encourage brands to increase investment in First Nations media.
“Leading the charge in Sustainability SBS is setting a new industry standard by taking significant steps towards a more sustainable future. The broadcaster has launched the SBS Sustainability Challenge, an initiative aimed at inspiring industry-wide action and encouraging positive consumer behaviour.
“Including Transparent Digital Footprints, by partnering with Scope3, SBS is sharing its direct digital campaign data, providing transparency about its environmental impact. Science-Based Targets, SBS is committed to aligning its 2045 Net Zero goals with climate science by applying for Science-Based Targets. Industry Leadership, as a foundation member of Ad Net Zero, SBS is actively working to decarbonise the advertising sector.
“In what is quickly becoming an industry trend, SBS is also challenging the narrow focus of 25-54 age group. The broadcaster emphasises the value of a broader demographic approach, particularly targeting the 35-64 age group, which is increasingly driving consumer behaviour.
“SBS is gearing up to deliver extensive coverage of the FIFA World Cup 2026, positioning it as the biggest TV event of the year. The broadcaster will provide comprehensive coverage across both linear and digital platforms and with a New FIFA+ FAST Channel, A dedicated streaming channel will offer a range of FIFA content, including live matches, documentaries, and archival footage.
“SBS has once again proven its ability to deliver groundbreaking content. With a focus on diverse storytelling, digital innovation, and sustainability, the network is shaping the future of Australian media. Here's to another 50 years of innovation and impact.”
PHD’s senior investment manager, Mikeah Irving, said SBS reaffirmed its leadership in premium content, sustainability and diverse broadcasting.
“SBS urged brands to move away from outdated targeting strategies, embrace sustainable practices, and to invest in First Nations media,” she said.
“Captivating content will define SBS’ 2025 lineup. Audience favourites like Alone Australia, The Handmaid’s Tale and Blue Lights will return. Whilst bold and exclusive releases like The Idea of Australia, featuring Rachel Griffiths will delve into Australia’s culture and history.
“As the exclusive broadcaster of the FIFA World Cup 2026, SBS announced the launch of their standalone FAST channel, FIFA+, ensuring audiences have access to live matches, historical footage and more at any time. Following the success of the FIFA WWC in 2023, we anticipate to see significant interest in the series, so it’s unsurprising that SBS is ready to go to market now with proposals for 2026.
“SBS also touched on updates to the research they’ve called, The Premium Effect, targeting the valuable 40+ demographic, encouraging brands to reconsider how SBS can drive reach and efficiency beyond the standard buying demo of P25-54. OMG’s Diverse business arm also encourages clients to think outside the norms when it comes to audience targeting, to ensure we can reach a more premium, diverse and nuanced audience that better reflects the Australian population.
“SBS will launch the Media Sustainability Challenge in 2025 and have dedicated $500K worth of inventory to drive positive change to protect our planet. They will also hold advertisers to account by expanding their partnership with Scope3 to enable reporting on Carbon emissions. Like OMG, SBS have come on board as a partner of Ad Net Zero, which provides access to meaningful solutions, guidance, education and training in relation to sustainability.”
iProspect’s client and investment director, Sean Eustace, said as always, SBS content continues to captivate audiences.
“They announced a slate of content for 2025 and 2026 that would be too lengthy to list here, however, some of the major releases included the final season of The Handmaids Tale, Alone Australia S3, and FIFA World Cup 2026,” he said.
“With announcements like these being the tip of the iceberg, it’s no surprise that SBS viewership, particularly On Demand, continues to go from strength to strength.
“NITV announced a dedicated content hub on SBS On Demand and the launch of their very own indigenous advisory services. The content hub is a big win for First Nations media and a great addition to user experience with On Demand. It will be interesting to see what impact this has on viewership numbers – my guess is that it will be overwhelmingly positive.
“SBS also reminded the room of the Beyond 3% movement, asking advertisers why their budgets for First Nations media (~0.3%) don’t match their representation of the Australian population (3.8%). Whilst Beyond 3% was announced a few years ago, the question remains pertinent and is an important reminder of the diversity of Australia, especially, in a less than representative room of media and marketing professionals.
“An additional challenge was thrown out by SBS, questioning the “narrow” demographic targeting of P25-54 on broadcast TV. SBS suggested that P25-54 is too narrow in an aging population where wealth is accumulating in the 40+ age bracket. Whilst it’s true that the disposable incomes of those 40+ is much higher, I would challenge the need to adjust your TV targeting.
“Buying P25-54 has often been seen as an effective way to reach the challenging younger demographics whilst letting TVs natural skew reach those in older demos. Of course, if your strategic audience indicates P40+ is appropriate for your media then be my guest, however, I don’t think it’s a considered approach to broadly apply to your TV campaigns.
“One final announcement that truly felt innovative and new was their partnership with Scope3. This partnership will allow SBS to measure all digital emissions from campaign data and determine a digital footprint. It’s no secret that digital advertising has a massive impact on the environment, and it is an increasingly common concern for clients and agencies alike. SBS is leading the way in acknowledging their contribution to the problem and hopefully, with this data, can provide a way forward for the industry.”
Enigma’s GM of media, Amy Dascanio, said in celebrating their 50th year, SBS’s 2025 upfronts certainly emphasised their confidence in the marketplace.
“Their initiatives from Beyond 3%, and new partnership with Scope 3 and commitment to sustainability and reconciliation, enable SBS to uphold its reputation as a broadcaster that can resonate with the diversity and complexity of real Australia,” she said.
“Their message was clear and succinct around their ability to deliver a premium and impactful advertising environments and the focus on the 35-64 audience segment—framing it as the "new 25-54" is a clever reflection of shifting demographic engagement with strong spending power. The announcement around the unification of video and audio under a single platform is a solid strategy, reinforcing SBS’s role as a premium, free content destination.
“SBS’s combination of fresh and new content, including The Idea of Australia, Great Australian Road Trips, The Secret DNA of Us, and 2.6 Seconds, does bring a renewed perspective to the reality and drama space, distinguishing SBS in a content-rich environment. Whilst their returning content, such as Insight, Who Do You Think You Are?, and the final season of The Handmaid's Tale, offers a solid foundation for continued audience engagement across their platforms.”
The Media Store’s trading manager, Mollie Cross, said in a time where most networks are out in market, showing how agile they can be in a challenging market, SBS set up their stall at this year’s Upfronts and set themselves apart.
“Ever the sleek presentation, they continue to bring the human factor, favouring community, stories, and connection over the latest media buzzwords,” she said
“The authenticity of SBS’s commitment to storytelling rings out in their glut of content spanning multiple genres and languages. Trusted news and global sporting events sitting alongside gripping drama, reality that pushes boundaries and poignant documentaries, while world movies and SBS Radio provide vital LOTE content options for those wanting to keep other languages alive in their home.
“SBS talks directly to our multicultural nation, offering a route to market that’s entrenched in spotlighting a culture of inclusion and belonging. Their commitment to accessibility, consumer experience and sustainability were at the forefront of this year’s initiatives for the network, a key point of difference while others who’ve placed more focus on dollars-in, dollars-out or allaying concerns from well-documented broken company culture.
“Jane Palfreyman’s categorisation of SBS as a “confident national broadcaster that knows who we are” rang truer than anything I’ve heard at an Upfronts for a long time. All in all, I’m confident that SBS will continue to be a fantastic partner for 2025 and beyond."
Wavemaker’s group marketplace director, Tia McCann, said celebrating 50 years of broadcasting in 2025, SBS unveiled an impressive content slate for the coming year at its Upfronts event, accompanied by a delicious sit-down lunch.
“With both SBS and NITV attracting a valuable and diverse audience, the programming lineup reflects this diversity, featuring exciting new local commissions alongside new and returning international content,” she said.
“Highlights include the third season of Alone, SBS’s most successful commission to date; The Idea of Australia, a new documentary series hosted by Rachel Griffiths; and the sixth and final season of The Handmaid’s Tale.
“In addition to its strong offerings in News, Current Affairs and Food programming, SBS continues its commitment to Sport, with a spotlight on the 2026 FIFA World Cup – which promises to again draw big audiences with more matches to be played and broadcast than ever before. Recognising the growing enthusiasm for soccer in Australia, SBS will also introduce FIFA+, a dedicated fast channel.
“NITV’s standout programming lineup features 2.6 Seconds, Our Medicine and Big Backyard Quiz. With investment in NITV currently falling short of its audience opportunity, SBS encouraged brands to get on board, urging adland to increase support for First Nations media.
“Reinforcing this commitment, SBS announced the formation of an Indigenous Advisory group to work with clients and agencies on driving community engagement and delivering greater impact – an initiative welcomed by the broader industry.
“SBS also provoked advertisers and agencies to elevate their focus on sustainability, building on SBS’s own solid credentials in this area. Additionally, SBS announced it will be integrating its live audio programming from seven radio channels into the SBS On Demand application, a move that leverages its success and leadership in the on-demand space and provides audiences with more accessible content heading into 2025.
“With a unique audience that primarily bypasses the main free-to-air channels, SBS delivers incremental reach in premium, low-clutter environment, adding significant value to media schedules.
“Despite a compelling programming slate and strong advertising proposition, SBS faces the challenge of securing ad revenue in line with its audience, particularly in an industry where the average age of media buyers is much younger than SBS’s core viewership. SBS urged advertisers to rethink the conventional 25-54 demographic, labelling it as outdated in today’s TV landscape and emphasising that audiences over 40 often have higher disposable incomes and greater financial security.
“For brands targeting Australians over 40, SBS offers an invaluable platform through unique, high-value audiences in an uncluttered environment, though an industry-wide shift in core buying audiences may require time to eventuate.”
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