Media agencies, at the SBS Upfront 2023, focused on the 2023 content lineup, the launch of an automated TV trading platform, the rebrand of a brand partnership division, strong BVOD numbers for both advertisers and audiences and the drive to invest in First Nations media.
The presentation, at The Cutaway in Barangaroo in Sydney, featured a range of announcements that covered numerous brands and touchpoints sitting under the SBS umbrella, delivered over a sit-down lunch.
Sarah Keith, group managing director, Involved Media: "SBS set out their commercial stall early at this year’s upfronts, reminding us that they are delivering a 10.4% audience share with 26% of BVOD minutes that has driven a significantly over-forecast revenue number.
"The schedule and programming that followed gave a strong indication of how they intend to maintain and grow those numbers across their platform.
"Key new Aussie content standouts are Alone Australia set in Tasmania, the dramedy While the Men are Away, the anthology series Erotic Stories, the thriller Safe Home and reality program Big School Swap.
"The perennial favourites of football and food are key audience pillars for SBS, with the FIFA World cup in November and new food shows with Adam Liaw, Luke Nguyen, Khanh Ong and Poh Ling Yeow in 2023.
"New content deals with Beta Film and Viaplay will drive the quality BVOD service which, as users and media buyers alike know, delivers more like a premium SVOD service with low ad loads and depth of content. This is to be further enhanced with Adobe’s Real-Time Customer Data Platform to ensure consumers receive relevant advertising, a new Solus spot (giving a brand exclusive ad spot within an ad break) and shoppable formats in partnership with Kerv Interactive.
"NITV is celebrating its 10 birthday and previewed the brand-new family and children’s series Barrumbi Kids, a 10-episode drama starring Justine Clarke and a star cast and back drop that could see it become an Aussie classic.
"With a full house of the media industry sitting at lunch, SBS did not waste the opportunity to ensure they delivered a full and detailed rundown that alongside the content included an SBS Radio rebrand to SBS Audio, SBS’s brand partnership arm become SBS CulturalConnect and a boosted international news line-up with additional programs.
"With the key messages of culture, community and country woven through the entire presentation, SBS are confident about delivering commercially attractive content while remaining true to their charter."
Rebecca Ho, head of investment Sydney, Starcom: "SBS did not disappoint with their highly anticipated 2023 upfront. SBS continues to remain true to their core focus, demonstrating strong themes around culture, diversity and the representation of all Australians – which is a big point of difference for them in the market.
"SBS showcased a strong slate of content, from SBS original dramas, documentaries and new global content which will appeal to a diverse audience. New content including Safe Home, The Matchmakers, The Big School Swap and Alone Australia are key to their success in 2023, reinforcing that they deliver stories with impact.
"The new slate will add to their extensive 15,000+ hours of On-Demand content, making them a clear standout within the video space. Their continued investment into the SBS On-Demand user experience will continue to provide their viewers with personalised curated content and a better ad experience. SBS’s announcement of the solus ad spot and shoppable formats will entice advertisers to invest in premium formats and drive business results via connected TV.
"The success story of NITV, with viewership increasing and more Indigenous content may encourage more advertisers to invest, as these stories are an important part of our culture. SBS World Watch allows advertisers to access one of the only multi-lingual environments, speaking to a diverse range of audiences and cultures.
"We are very focused on driving operational excellence to drive further efficiencies, so a standout moment was the launch of SBS Connect. SBS’s automated buying platform will simplify, as well as remove further friction from the buying process."
Paige Wheaton, national head of investment, Mindshare: "SBS is rounding off the 2022 upfronts season and it left me feeling incredibly inspired with a raft of new announcements: from content, to a new trading platform and product at the heart.
"As such a unique offering to the Australian market, it was interesting to see SBS carve out a gap between the FTA Networks and the ever-evolving ad funded SVOD models with their positioning. Their role is so critical in communicating stories of national importance and by educating audiences of the role they play in these once-in-a-generation moments; they are creating a brighter future.
"Unsurprisingly, a highlight was the launch of CulturalConnect; a holistic offering with opportunities to engage across an inclusive ecosystem of consultancy, inclusion training, in-language production, and research. In collaboration with NITV, their ongoing commitment to showcasing the underrepresented is where SBS differentiates and lives in parallel to Mindshare’s Good Growth ambitions of which SBS has been a key partner in driving inclusive audience driven outcomes for our clients.
"The launch of SBS Connect will keep us waiting with baited breath until the launch in April 2023 but the programming slate for next year was as diversified as ever; with a strong offering of both local and international first run, new content. Beyond their new offerings was an interesting partnership expansion with Nordic content powerhouse Viaplay which will drive ongoing expansion as a market leader of in-language content."
Dan O'Brien, managing director, Frontier Australia: "With its 50-year birthday just around the corner, SBS’s 2022 upfronts once again re-established their position as the only network intrinsically linked to Australia culture, in all its shapes and sizes. Culture, people, love and tolerance. Not unexpected themes from SBS this year but well received, nonetheless.
"Adam Sadler referred to SBS as a network that is able to 'Understand and Embrace different' which, after seeing what’s in store for 2023 with regard to new locally produced content, it's hard to argue this position.
"I felt that the event itself was notably different versus the other networks in terms of tone and content. As expected, overall, it felt a little more formal. I think the best example of this was how different Cal Wilson was on stage versus what we saw of her at the Foxtel event.
"Content wise SBS’ presentation reminded us all just how great some of their shows are, with most now returning in 2023. Interestingly, SBS On Demand was positioned as competing with the likes of Netflix versus 9Now, as an example. That is, more from a consumer perspective regarding how content is discovered and consumed on the platform. I think most would agree with the sentiment here, however I would also argue that from an ad dollar perspective, they are most certainly head-to-head with the other local BVOD players and this will continue to be the case for some time.
"There was certainly nothing new in seeing SBS position itself as delivering ‘incremental reach’ to the other FTA networks, however the addition of the 'Butterfly Effect' research reminded us all that this is perhaps not just something the sales team says to woo media buyers and more a genuine opportunity for brands to think twice before committing complete share to the bigger/major commercial networks.
"Finally, for me, the most powerful message from SBS this year was its relevance to, and continued focus on, Australian culture. This included demonstrating audience growth and continued investment across NITV and First Nations storytelling, but also in the announcement of SBS Cultural Connect which, among other things, interestingly included a consultancy service for brands looking to tap into cultural veins. If this is accessible for brands and easily commercialised this could be a really smart play from the team at SBS and once again, something only they could genuinely own.
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