Seven has set high commercial expectations for the upcoming 2019 season of the AFL, as the network reveals a series of new sponsors including Samsung, Sportsbet and REA.
The network has placed further emphasis on content integration throughout the broadcast and online, as it looks to compete with the like of Foxtel, as well as its new streaming platform Kayo.
Kurt Burnette, Seven's chief revenue officer, told AdNews a "premium quality" linear broadcast is paramount to commercial viability, due to the network being unable to digitally stream live games, with Seven expecting its "most explosive season to date".
"We're in a very competitive environment against Foxtel and the Kayo's of this world, as well as the other opportunities to stream and view the games across other platforms," Burnette says.
"Despite this, our proposition as a free and high-quality alternative is not only attractive for viewers but commercial partners as well, as we give clients access to some of the most engaged TV audiences in Australia."
This season Seven will also provide clients with further integration opportunities throughout the broadcast, which Burnette says is a direct response to market interest.
He says the difference between the AFL and other national sporting codes is that advertisers are looking to generate engagement through every facet of the game, including grassroots, women's and men's games.
As part of its deal, Samsung will offer a first-time promotion giving viewers the chance to upgrade their experience at the footy and win their way to the Samsung Goal Class lounge in stadiums around Australia.
REA Group, which has joined Seven as the "first ever" real estate sponsor, will be part of the popular interview segment Roaming Brian, which sees former AFL player, now commentator, Brian Taylor conduct exclusive interviews around the grounds of multiple games.
Saul Shtein, Seven head of sport, says that while in-game sponsorship and integration is vital to the success of Seven's broadcast, alternative programming such as the popular talk-show The Front Bar is also boosting audience viewership.
The Front Bar, which is hosted by comedians Mick Molloy, Sam Pang and Andy Maher, and sponsored by Carlton Draught, kicked off last night, drawing one of its biggest audiences to date, with 511,000 national viewers.
The show's popularity has also generated further commercial investment, with Sportsbet signing on for the segment Mick's Multi, which sees Molloy share his tips for the weekend.
The Front Bar isn't alone with Seven also announcing this week that its popular social-talk show Armchair Experts, developed and broadcast in partnership with Twitter, had secured its first major sponsor, Pointsbet.
"We're always looking to try and create more bespoke not only just programming but segments," Shtein says.
"There is no reason why we can't create a long-form segment, that we may not have time on a Friday night, but promote during the broadcast and direct people to the full video on our digital platforms."
New rules, higher expectations
Burnette says the network is also expecting stronger ratings and commercial investment in 2019, following news that the AFL is implementing a slew of new rules to de-clutter the game.
The main rule changes will effectively change the way players are spread out across the field, particularly from a defensive standpoint.
Seven and the AFL anticipate this will lead players to spread out further across the entire pitch, as well as allowing attacking players an increased chance of scoring a goal or behind.
Burnette says the network is excited to see the results of the rule changes, with higher scoring games expected, and both bigger ratings and commercial investment.
"The game had become very defensive and the goals weren't being kicked as much, so what this will do is create a much more high scoring game," he says.
"What that means from a commercial perspective is that there will be more goals and therefore more ads. We will have more of those, so more advertising opportunities and more integration opportunities.
"It's a significant move not just in terms of the crowds and the viewership but for the advertiser, it actually has a commercial follow on, and I can't recall a rule change that has such a dramatic effect on the positivity of the game itself plus commercial."
Shtein said the network would also taking an element from the cricket broadcast and including the score of the games during commercial breaks to keep viewers engaged with the broadcast and ads.
The AFL season kicks-off tonight on Seven, with the Richmond Tigers taking on Carlton Football Club. Seven will broadcast up to five games of each round.
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