What did advertisers think of SBS Upfront?

SBS this week presented its 2024 Upfront with the theme “Demand Different.”

Both Mediaweek and AdNews have canvassed views a range of views from advertisers.

Here are select excerpts, but you can read more at the links above:

Louis Mayne, head of investment, Foundation:
“SBS talked through the success of its agnostic audience first strategy, which has seen real digital transformation across its television and audio products. Half of Alone Australia’s average 1m audience came from SBS on Demand, which must be the highest percentage for any key pillar show in the country. Giving consumers a choice is also part of SBS’s audience first strategy, which is why they have announced SBS Ad Control where users will have the ability to opt out from receiving advertising for the wagering, alcohol and QSR categories. This is beneficial for advertisers within these categories as it will help minimise wastage, as it isn’t worth paying to reach people who have no interest in your product.”

Catherine Rushton, chief strategy officer, This Is Flow:
“One of my personal highlights was when Anna Dancey from NITV provided a clever angle on how to get more brands closer to committing to ‘Beyond 3%’- accessing Reconciliation Action Plan budgets to essentially increase brand’s media budgets. Backing this up with 7.7% prime time metro audience growth means it should be an even easier conversation with clients. Perhaps I am biased as a Strategist but my other highlight was Cultural Connect offering ‘SBS Sprints’. These are guided working sessions to help brands and agencies understand how to better connect with their diverse audiences including First Nations and the 5.6 million Aussies who speak a language other than English. This point was made clear throughout and reminded those listening that this is not an ‘or’ choice to include SBS but an ‘and’ incremental extension of a brand’s presence.”

Conor Riordan, client director, Kaimera:
“From a content perspective, we see new and recurring programming across their key content pillars – food, travel, sport and drama. Highlights include the return of Alone for season two, the final season of The Handmaid’s Tale, and retention of the FIFA World Cup for 2026 and the Tour de France and Tour de France Femmes until 2030. After the result in our most recent referendum, I hope to see advertisers putting their money where their mouths are in supporting the NITV platform, which continues to see YoY audience growth.”

Daniel Cutrone, managing partner, Avenue C:
“Unlike the other FTA networks, SBS proudly promote BVOD first, linear second. And rightly so! Their On Demand product is a leader in Australian VOD UX & has bragging rights to 25% commercial share (vs its 10% linear share). 2024 will include new series of hit programs including A Handmaid’s Tale (final season), Fargo, and Alone Australia. Plus, there is a host of new talent-laden programming to hit the screens with Swift Street, Sherlock’s Daughter and The Doll Factory to name a few. The sporting content continues to focus upon the many cycling competitions, incl. Tour de France, plus many of the lesser telecast sports, such as Volleyball, Badminton. BUT, the big sporting announcement, which was mentioned excitedly and numerous times, revolved around SBS securing of the exclusive broadcast rights of the 2026 FIFA World Cup.”

Janice Morgan, head of investment, Magna:
“It is fantastic to see SBS accomplish something that other Australian broadcasters are still talking about, and that they now lead the sustainability benchmark in Australia by bringing forward their transition to 100% renewables. Setting public targets for emissions reduction was one of 5 industry recommendations in the release of IPG’s Media Responsibility Index, and for SBS to meet this ahead of target is cause for celebration across the industry. SBS remaining home to the FIFA Mens World Cup in 2026 is a great win given the current trajectory of soccer in Australia and was the icing on the cake to the rest of a very full content library commissioned for 2024. NITV launching in HD featured strongly in the presentation with a plethora of new & engaging content, which should see the Beyond 3% Initiative maintain the momentum of 2023.”

Mollie Cross, trading manager at The Media Store:
“The announcement of the day was that SBS secured the exclusive rights to the men’s 2026 World Cup, which should garner more eyeballs than previous years thanks to the valiant effort of the Matildas spotlighting soccer this year. From an advertising perspective, much is the same. The SBS On Demand solus break will deliver heightened impact and recall in a de-cluttered ecosystem, while the Responsible Advertising opt-out will mean reduced wastage for alcohol, gambling and QSR brands. But it’s not what’s new that makes SBS stand out. For me, ‘Demand Different”’ looks a lot more like consistency, commitment and community; being a broadcaster for all Australians.”

Michael Betts, head of media solutions and investment, EssenceMediacom Sydney:
“As a Group M agency, we were thrilled to see SBS also putting sustainability at the core of their business, which very much aligns with our Alpha strategy and our Responsible Investment Framework. Responsible advertising also shone through with the announcement of SBS Demand Control, which allows viewers to opt-out of Alcohol, Wagering, or QSR ads. It’s a brave move for the broadcaster given the potential short-term revenue hit. I would however expect to see others soon follow, given the sea change of attitudes in the industry and wider society. As SBS were quick to point out, this could in fact deliver greater results for these advertisers by eliminating wastage on consumers unlikely to spend.”