‘Zoning in on their strengths’: The industry reacts to Seven’s upfront
A bagpiper came on stage to spruik the Commonwealth Games
At long last, there’s peace in the valley. After decades of Seven and Nine stoushing it out, each claiming to be the country’s most popular TV station, they have realised the real enemy are the foreigners — the overseas interlopers offering cheap streaming services and social media platforms without being held to the same standards as the ol’ faithful TV networks.
The Australian free-to-air networks have stopped fighting, and instead come to the industry with a unified message: Free TV is the best place to spend your marketing dollars.
According to both networks’ upfronts, held a week apart, overall audiences are growing, not shrinking; the younger generations are still glued to the biggest screen in the house; and free TV offers the biggest, widest, least-distracted advertising audience in the land. Social media platforms may come and go, but Summer Bay is forever.
That was basically the message at Seven’s upfront, but did the people who actually buy the advertising, buy Seven’s big pitch?
