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An extended bank ad as primetime TV

10 puts branded content into primetime schedules and draws upon network faces.

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On the weekend 10 launched branded content show The Brighter Side: Save. Grow. Dream. into a 6pm Saturday slot.

The 8 week series which was created by CommBank is hosted by Georgie Tunny and features Adam Liaw, Narelda Jacobs, plus CommBank’s personal finance expert Jess Irvine, and behavioural economist Evan Lucas.

No doubt it helps 10’s bottom line whilst passing itself off as primetime entertainment, instead of afternoons.

At least there is no mistaking its interests, heavily drenched in the bank’s own yellow branding, interviews with CommBank Matildas and staff on screen.

Rod Prosser, Chief Sales Officer, Paramount Australia said: “CommBank is one of the most iconic brands in the country and we’re delighted to help bring The Brighter Side to life on Australian screens.

“Like us, CommBank knows the power of a content ecosystem so delivering their premium magazine Brighter as a TV series is a strategy that resonates with us and leans into our expertise with production and creative consultation provided by Paramount Brand Studio.

“Supported by a targeted advertising campaign as well as promotion in branches, ATMs and the magazine, this series will be a direct hit with viewers who are keen to learn more about how they can manage their personal finances.”

16 Responses

  1. 🎵 Yesterday, 6pm Simpsons seemed so far away…
    Now it looks as though banking ads here to stay…
    Oh, I believe in yesterday… 🎵

  2. The 6pm timeslot on Saturdays is virtually dead space. I don’t think anything in that timeslot has ever rated that well, rarely making the top 20 (and now top 30) ratings lists. Airing this “advertorial” there may be an odd choice. but at least its new content.

  3. If 10 can convince brands to fund primetime content on Saturday nights, when their ratings are generally so low…then all power to them. I’m almost impressed.

  5. And this is different from everyday morning and daytime TV? They are wall to wall shopping channels and infomercials. The difference only difference is just that this was at 6pm.

    1. The difference is probably the production and style. It looks like it’s going to be more like an actual lifestyle program than an infomercial. I remember Ten had the show Bright Ideas, which was watchable, unlike many infomercials.

  7. This is 100% a revenue motivated decision, hot on the heels of axing Masked Singer and Bachelor. I also believe that Ready Steady Cook may have been a similar $$$ decision. Hopefully they are able to channel their savings into investing in shows, i.e. their job.

  8. Not forgetting Luxury Escapes which was another piece of branded content broadcast in the 6pm Saturday slot.

    Although ‘The Brighter Side’ does make me wonder whether this is a more current version of Healthy, Wealthy & Wise. Sure seems like it…

  9. How Narelda Jacobs and Georgie Tunny can go from presenting so called serious news programs to this and then back again and be taken seriously is beyond me.

  11. I think branded content is alright when it’s informative and entertaining, like the modern Getaway. It can also go the other way and not gain many viewers, like Clive Palmer’s United Australia Party paid timeslot program on Ten before an election. Are banks highly regarded with the public?

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