Media buyers dissect Seven’s upcoming content slate and tech improvements

Seven was the second cab-off the rank for the 2022 TV networks upfronts, which saw its key tentpole primetime formats return to screens, while some formats were back after a break, others are getting a major shakeup. Here, Mumbrella speaks to a range of media buyers about whether the elaborate reveal of what’s in store meets the mark when it comes to the number one focus - content.

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Meanwhile, Carat’s chief investment officer, Craig Cooper, says Seven’s content slate for 2022 was quite “safe”.

“Seven West’s content slate for 2022 was quite safe; they will be balancing the successes of 2021, some revivals and a heavy sport focus that should deliver annual ratings success. Interesting to note was the announcement of the Commonwealth Games telecast in July, which was unallocated (and quite late) to an Australian TV network up until now.”

BVOD in focus

The buyers also weigh in on the fact that 7Plus now has 10 million registered users, and 70% of its content is exclusive.

“The 7Plus channel has grown significantly in 2021, primarily due to Tokyo Olympics registrations,” says Carat’s Cooper. “With the Winter Olympics and Commonwealth Games scheduled in 2022, they may edge even closer to their competitor’s proclaimed 14 million user base. 7Plus, and the whole BVOD space, is such an important channel for advertisers and the more data and targeting available, could result in less wastage and higher ROI metrics.”

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Originally published on Mumbrella here

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