What did advertisers think of 10’s 2024 Upfront?

Now that 10’s 2024 Upfront has been revealed, what did advertisers think?

Mumbrella and AdNews have both fielded comments from media buyers.

Here are select comments (you can read full analysis at the above links):

Sasko Bsilkovski, investment director, Carat:
It was great to get an in-depth feel of returning fan favourites, brand-new lineups, and some cherished classics waiting to be discovered by a new generation of fans hitting the various screens and platforms in 2024. In Q1 2024 we see the return of Gladiators ’90s nostalgia and it will be interesting to see how it delivers for them, as it takes on the summer of sport. Gladiators is then followed by Survivor Australia into I’m a Celebrity Get Me Out Of Here, then into the Australian Formula One Grand Prix – which will hopefully gain some momentum for Paramount.

Sue-Ellen Osborn, Sydney head of investment, Spark Foundry:
Paramount’s intimate upfront was jam-packed with lots of big announcements. The highlight for me was the news about their programming. The core shows that form the backbone of Paramount’s content strategy will be back with a clear theme focusing on fun, dynamic and family friendly. Meanwhile, the big surprises with their existing content were the shakeup of the judging line up on Masterchef and the huge announcement of Robert Irwin as the new host of I’m a Celebrity. His young, exuberant personality alongside the wackiness of Julia Morris is going to take the show to a different level in 2024. The announcements of new programming in their line up could be described as a trip ‘back to the future’. There is a raft of old formats which Paramount will be breathing new life into and reshaping for a new audience, including Gladiators, Top Gear Australia, Wheel of Fortune hosted by Graham Norton and Deal No Deal with Grant Denyer. Ready, Steady, Cook infused with the zany energy of Miguel will be great Friday night viewing.

Janice Morgan, head of investment, Magna:
“A splattering of celebrity banter made for a light-hearted atmosphere in what was otherwise a content-rich performance – overall I would give the event a Ten out of Ten,” says Morgan. “For a global player, Paramount certainly has an impressive lineup of local content for 2024! “The importance of the Australian market was highlighted with a solid line up of Australian shows – the global premiere of NCIS Sydney, Top Gear Australia, Aussie Shore, Gladiators, Survivor (Titans v Rebels), MasterChef, Dessert Masters, HYBPA and more. And you can’t get much more Aussie than the new I’m A Celebrity Co-Host Robert Irwin! “Add in the Socceroos and Matilda’s and Paramount has a compelling & localised proposition on offer that differentiates the network from its competitors.

Lorena Danes, Sydney trading director, UM:
Paramount made a point of explaining the programming strategy is about “wanting to be different to competitors on each of our platforms”. They are about “finding gaps in the market” and fulfilling those content gaps. “This is why they are sticking with their tried and tested programming formats such as I’m A Celebrity, Masterchef, Hunted, Survivor, Bachelor, Masked Singer and Amazing Race,” says Danes. “This line-up will be complemented by some re-boots and spin offs to add some freshness to schedule such as Gladiators, Aussie Shore, Dessert Masters and the global juggernaut NCIS: Sydney. “Whilst the jury is still out on how these new programs will rate on linear TV, they will no doubt help to continue increase streaming audiences on 10Play, particularly with younger audiences, a legacy strategy for Ten.

Daniel Cutrone, managing partner, Avenue C:
“In 2024, Paramount made it clear from the outset its focus was on ‘fresh content, measurement and attribution, and less on areas of converged audiences and sport’. Will that come back to bite them is anyone’s guess….“What is safe to say though, is the re-energised focused early evening schedule looks like a proven alternative to the Olympics which can only be a good thing for the network. “Spearheaded by a content slate which ‘bursts out of the blocks’ starting with IAC in January and a new host in Rob Irwin. “Lovers of nostalgia will embrace Gladiators, Wheel of Fortune & Deal or No Deal. Proven ratings success stories in Gogglebox, Masterchef & Survivor which will further deliver consistent audiences for a programming format that has lacked “survey year” consistency in the past.