- "Confident and revitalised."
- “Seven will be powerhouse not to be ignored."
- “Recycled” programming formats.
- Three performance shows?
- Big on sport, AFL, cricket, Olympics.
- Wrapped in data opportunities.
Media agencies welcomed the content lineup, data additions and business focus of Seven Upfronts for 2021.
Planners noted Seven's success in refreshing established formats.
And the network's dominance of sports and news will be enhanced by two Olympic games, the AFL and cricket.
Paige Wheaton, Mindshare Sydney investment lead: "We saw strong progression year on year and a well thought out production plan in place to deliver it. Seven refreshed their content slate and bolstered their digital offering. With the Olympics back in play, there’s no doubt 2021 is going to be a big year for the network.
"While the continued market theme of modernised nostalgia rings true, Seven has proven in 2020 with Big Brother and Farmer Wants a Wife how established formats can be successfully refreshed.
"Seven’s investment into 7+ looks promising with greater personalisation and content diversity in play. Combining this with greater audience-led, data-driven digital solutions is smart as we move toward a cookie-less world which, more broadly, is going to accelerate end-to-end network opportunities for our clients."
Paul Wilkinson, head of investment at The Media Store, says the Upfronts was a confident display from Seven and shows they are eager to regain their position as the number one network.
Overall, the presentation showcased a confident and revitalised business, despite the obvious challenges of 2020 which arguably impacted Seven the most of the three major networks, he says.
“In itself this was the highlight and if they can pull it off I have no doubt Seven will have a strong 2021,” he says.
“My only concern is the amount of recycled programming formats they have. Yes, they have some new and exciting shows that will help them bring a younger profile to the network but personally I was not too excited to see Australian Idol returning to the screen and I am not convinced it will perform – happy to be proven wrong though.
“I feel there was something in there for everyone. They undoubtedly have the strongest sports lineup of any network and have provided surety around the long term with many of them being confirmed through to 2025.
"The Olympics will be a huge springboard for them and the fact they have the Winters six months after the Summers is massive. The GE content line up will provide some hits (and no doubt some misses) and the team at Seven are exceptional when it comes to integration.
“I think the standout for me was the clarity they provided around their data offering, how we can use it, what it does etc – it was well done and clearly explained."
Ben Willee, general manager and media director, Spinach, says the Seven Upfronts didn’t disappoint.
“Packed into just over an hour -- perhaps COVID does have its benefits -- a presentation that was pointier than (presenter) Sonia Kruger’s nails,” he says.
“(CEO) James Warburton came out swinging, was candid about the network’s performance and the pace didn’t stop from there.
“A solid schedule of sport, drama and reality, the presentation was wrapped in data opportunities and integration case studies.
“Top it off with the Olympics and we expect a strong result from Seven in 2021.”
Philippa Noilea-Tani, Wavemaker national head of investment: "Seven’s dominance across news and sport was a key theme of the 2020 Seven upfronts, and always an area of strength for the network. Seven has made it clear they remain the home of sport. Alongside an always-on sport strategy, Seven will deliver growth with new programming, and an enhanced data proposition in 2021.
"The impact of COVID on the local and global sporting arena, however, was not something anyone saw coming 12 months ago. There has been no doubt that Seven have been hit hard this year, with the delay of the Olympics, AFL and the production of planned new tentpole formats - Seven didn’t hide from this.
"Their strength across News remains exceptionally strong, and Seven’s audience share YTD, across the day, demonstrates their resilience, despite challenges across the 19:30-20:30 timeslot."
Anthony Ellis, MD of Publicis Media Exchange: “The network has been severely impacted by COVID - arguably more so than most. But it has bounced back in the second half.
“Seven has been able to build confidence through an impressive tent-pole strategy of programs that clients are able to integrate into, whilst also being underpinned by a huge year of sport.
“The launch of 7REDiQ provides an ability to offer greater targeting at scale to drive more effective campaigns, which I see as positive.
“Overall I thought Seven did a great job and I’m optimistic that it will have some significant audience growth in a number of key areas in 2021.”
Pia Coyle, national head of Investment at Ikon, says Seven presented a conservative view, with the programming status quo maintained after the success at reinventing maturing formats this year.
“Three performance shows (The Voice, Australian Idol and AGT) in one upfront was a surprise,” she says.
“One network can’t sustain three programs of this nature – it’s a format that is beginning to tire, audiences are declining, so expect at least one to go.
“There was a big focus on sport, including the Tokyo Olympics, which will do a great job of driving logged in users to the 7plus platform, which will be critical to scale if the AFL and supercars deals still don’t include those rights.
“The new 7plus user interface and reduced ad breaks for bingers will be a winner with consumers if Seven promote it clearly. Overall, it felt very consistent and safe.”
Craig Cooper, chief investment officer, Carat Australia, says the Seven Upfronts was a perfect blend of performance, sprinkled with new announcements and underpinned with a collaborative “Better Together” spirit.
“It was refreshing to see their CEO, James Warburton, acknowledge how difficult this year has been,” he says.
“He was humble in highlighting the debt reduction and transformation efforts, their unusually lower H1 ratings, all amidst the background of bushfires and the global COVID-19 pandemic.
“He also threw light onto the quiet public battle with Cricket Australia which seems to have been resolved and re-instated that their role as the broadcaster of the much loved Australian sport was to ensure that audiences receive the quality they deserve.
“Kurt (Burnette, chief revenue officer) announced transparency and access to their projected and guaranteed audiences across a huge 54 demos for 2021, which should be applauded, as agencies and clients navigate 2021 negotiations with an overflow of exceptional variables to consider and work through.
“Sunrise hosts, Koshy and Mel are always a safe pair of hands as MC’s of the upfronts, but next year it would be great to also showcase some new talent, especially as Kurt re-enforced the network’s unparalleled star power.
“The sport credibility and runway that Network 7 has in 2021/2022 should not be underestimated. From AFL to not one, but two Olympic telecasts, could be the winning ticket next year for the network. Interestingly the more lighter reality-sport programme Holey Moley, hosted by the well-loved Greg Norman, should provide a platform for great family fun and co-viewing behaviours in Q1.
“Big Brother has evolved again, and I believe the angle the network has taken has been brave and has worked. Next year’s programme creates mystery and puts the historic idle and house-bound contestants firmly in the rear mirror. The KFC integration and social results were more than impressive and shows the real power of partnerships.
“It also appears that 7 West have been busy bolstering up their 7+ BVOD library, with 50% of this platform’s viewing is on non-linear content. This could be a big consideration next year for agencies and clients as we look for areas to gain incremental reach and also truly compete for audiences within the original content streaming space.”
Alison McKay, group trading director, OMD Melbourne: “Seven’s programming slate was fairly well established going into the Upfront so I was personally more interested in announcements around their use of data to inform their own strategies and continued innovation to deliver not just an enhanced viewer experience, but also ease of transaction for agencies.
“They have strong growth predictions for 2021, but a solid foundation and well thought out plan to deliver on these. I think everyone was hoping for a big reveal on The Voice judges, but it looks like we’ll have to wait a little longer on that one.
“They have a clear content strategy underpinned by data. Couple this with their new predicted ratings, it provides media planners and buyers with the confidence that Seven will deliver in 2021.
“Brand safe, family friendly programming seems to be the name of the game, and with a couple of exciting new formats that we haven’t seen before, I’m expecting this to be the perfect launch pad for a successful 2021.
“Strong content coupled with their data and product offering puts them in a solid position to deliver solutions beyond just spots and dots for clients in 2021.”
Nick Thomas, head of marketplace MediaCom: "It’s been a big and challenging year for Seven, they’ve had some wins and some losses in their new programming and to top it off the Olympics moved. But Seven made it very clear they have learnt and 2021 is going to be a year of growth, more audience, more new programs and more proven performers.
"Launching the year with Holey Moley hosted by Rob Riggle kicks their year off hopefully with a hole in one, a family viewing tentpole that will continue to fulfil their strategy of reaching a new younger audience. From here it’s their staple of proven performers Big Brother, Farmer Wants a Wife and SAS.
"New programming including Australia’s Got Talent (well back for 2021), The Voice (a refresh on Nine’s), Ultimate Tag and Australian Idol (2022)… let’s hope Australia has enough talent, Seven are betting big that there is. It feels like the right time to revive these formats and give them a fresh look.
"All of this is bolstered by their heavy back bench of Sport and core News and Drama, delivered across all screens with Seven Plus which almost double its logged in users this year.
"It looks like 2021 will be a big year for Seven, I believe they have a strong proven programming slate heading into the year that will excite and draw a younger audience for Seven. Seven Plus will see a big boost again from the Olympics and their data insights should provide some deep insights to help brands better activate across their network."
Daniel Cutrone, media director, Avenue C: "Seven’s upfronts demonstrated that the network will be back, bigger and stronger in 2021! Despite a challenging year with tougher production delays than others, Seven has shown that it can continue to launch new successful properties across the network.
"Seven’s strategy to launch the year with new light, family-entertainment properties (Holey Moley and Ultimate Tag) is a smart move to go head-to-head with the strong historical competition we see in Q1. There are a number of new locally produced properties (Australian Gangster, RFDS, 7News Spotlight) that will launch in 2021, giving the network the ability to engage with diverse audiences.
"It was noticeable that there was no mention of Plate Of Origin and Pooch Perfect – both programs that did not launch as well as expected. This opens up the food and pet genres for other networks to own in 2021.
"Overall, Seven showed commitment to a fresh, new 2021 programming line-up, which is backed with confidence through a solid 7:30pm schedule and a commitment to drive audience growth.
"Should the Olympics go ahead in 2021, Seven will be powerhouse not to be ignored."
Anna Magliano, head of client services at Kaimera: "Channel 7 provided a refreshing take on previous upfronts, not shying away from the financial challenges they have faced this year. They even managed to sneak in a humorous dig at an unnamed competing publisher, but more importantly gave assurances that they are on the right path and that they are the network to back in the year ahead.
"A strong emphasis was placed on their ‘content led’ approach, and their presentation today was clear that content is the battlefield they are playing on. Audiences will see returning favourites including Big Brother, Farmer Wants A Wife, Sunrise and the AFL to solidify their position against 25-54s and 16-39’s along with a slate of new programs all marking a refreshing change for the network.
"The introduction of Red IQ data partnerships is an intriguing addition to their first party data. It will be interesting to see how they utilise this for granular targeting opportunities and measurement but importantly how this will stack up against Channel 9's Adobe partnership…it would seem the data wars are now on.
"The biggest winner of the hour is the Olympics and Paralympics announcement, this is the perfect springboard for Channel 7 to secure a dominant position in quarter three and a saviour moment for all those who have been eagerly awaiting the games!
"Overall, a great presentation providing media agencies with confidence that they can deliver."
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