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.
“They have a clear content strategy, but it’s risky. It’s likely to drive growth in Q1 (off the back of poor performance in Q1 2020) but not beyond that,” says OMD Melbourne’s head of trading, Alison Mckay.
She adds that: “ Advertisers will be skeptical about how many refreshed formats audiences will tolerate, and time will tell if there is appetite in market. What does work in their favour is the opportunity to use major Sport events to launch upcoming programming across the year to maintain some momentum.”
