Rod Prosser.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Rod Prosser, Chief Sales Officer, Paramount Australia.
In 2025, television isn't just changing, it's transforming. At Paramount Australia, we're in a unique position to lead this revolution.
Beyond traditional broadcasting, Paramount Australia has a multiplatform ecosystem that reaches 94% of Australians. In a typical month, we connect with 16.3 million viewers across Network 10, 10 Play, and Paramount+, with over 237 million social media video views.
Paramount Australia has reach that extends beyond our shores, a unique advantage in market, and one that local brands can take advantage of. The production of NCIS: Sydney is a testament to how we can deliver content to millions of viewers in the US and Canada.
NCIS: Sydney is the first-ever international series from the global NCIS franchise outside of the US. First airing on Paramount+ in late 2023 as the most-watched local series since the platform’s launch in Australia, NCIS: Sydney’s premiere episode then reached 10 million viewers across CBS and Paramount+ in the US. It set milestones as the #1 new show of the television season and the #1 most-streamed CBS Network series premiere ever on Paramount+ (based on 3-day streaming AMA on Paramount+ O&O). In Canada, airing on Global, NCIS: Sydney is the #1 scripted series in the country this season, and #3 series overall (in English-speaking Canada). NCIS: Sydney then aired on Network 10 in 2024. Its second season will commence on Paramount+ in late 2024.
But reach isn't just about numbers. It's about relevance, innovation, brand safety and creating meaningful connections with audiences in an accessible way.
Paramount Connect is our groundbreaking advertising trading technology that offers a gateway to platforms and audiences, this unified premium ecosystem prioritises media efficiency and reshapes how brands engage with viewers. Starting in January 2025, we'll unify 10 Play, Paramount+, and FAST channels into a single digital ecosystem – the first of its kind in Australia. By the second half of 2025, we'll integrate linear TV, providing advertisers with an unparalleled, frictionless platform to target audiences across every screen.
This isn't just technological innovation; it's a response to evolving viewer behaviours and solution to client needs. We're breaking down the silos between linear and digital, offering a transparent, comprehensive view of audience engagement.
Audience engagement starts with our content strategy. We're not just producing shows; we're creating culturally relevant experiences that resonate across generations and platforms. From the return of fan favourite hits like I'm a Celebrity… Get Me Out Of Here!, Have You Been Paying Attention?, MasterChef Australia and Australian Survivor to innovative new formats like The List and Staycation, we're delivering entertainment that reflects the diverse interests of Australian audiences.
Our data partnerships are equally transformative. By collaborating with six premium data partners, including the Australian Bureau of Statistics and a global payment partner, we've curated 80 unique audience personas. This allows advertisers to target with unprecedented precision while maintaining strict privacy standards.
We're also pioneering contextual advertising that goes beyond traditional boundaries. Our partnership with KERV introduces innovative solutions like ‘Pause to Shop’ and ‘Own the Moment’, allowing brands to create immersive, emotionally connected consumer experiences during key program moments.
Our performance speaks for itself. In 2024, our flagship shows delivered extraordinary reach with MasterChef Australia connecting to 11.2 million Australians, I'm A Celebrity… Get Me Out Of Here! reaching 8.6 million, and Australian Survivor engaging 8.1 million viewers. Our sports fans are also next level, growing in numbers and passion; Formula 1® Rolex® Australian Grand Prix 2024 reached 3.2 million, the CommBank Matildas had 6.1 million on the edge of their seats, the Subway Socceroos connected with 4.4 million and the Men’s Isuzu UTE and Women’s Ninja A-League attracted 1.5 million fans.
We're particularly proud of our younger demographic engagement. Network 10 remains the youngest commercial network in Australia, with viewers up to seven years younger than our competitors. We dominate key demographics, holding 8 of the top 15 entertainment programs in 25 to 54s and 9 of the top 15 for 16 to 39s.
As 2025 unfolds, the Australian television landscape is undergoing a profound transformation. Equally crucial is the value proposition for both audiences and advertisers. A "mountain of content" offers unprecedented opportunities to target and engage audiences with precision and flexibility. This isn't just about changing how we watch television; it's about creating an ecosystem where content is fluid, audience reach is comprehensive, and the traditional boundaries between platforms dissolve. The future of Australian television is a landscape of infinite connectivity, where versatility is the new currency of media engagement.
As we move into 2025, Paramount Australia isn't just adapting to change, we're driving it. Our multiplatform approach, innovative technologies, and commitment to compelling content position us at the forefront of a media revolution.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.