SPEED's POV on the 2025 Upfronts
As we approach the end of 2024 and look forward to 2025, The SPEED Agency 's National Head of Investment, Rob Maxwell has shared his two cents on the recent TV Upfronts for 2025.
"The 2025 Upfronts marked a watershed moment in Australian TV history. With the launch of VOZ as a new measurement and trading currency, the departure of Foxtel from the OzTAM measurement family and the consolidated focus on bringing investment back into the Screens ecosystem, there was a very different look and feel to the network presentations.
Focus has been shifting over the past few years away from numbers of flashy new TV tentpoles, with more focus on data, measurement and recognition of the increasing number of players vying for screens budgets, to focusing on fewer and more considered new shows while maximizing commercialization of audiences. That is not to say it was doom and gloom. The new measurement system brings Australia into an exclusive handful of global markets to effectively measure TV and BVOD as one. New innovations in Sport will see broader appeal to more cohorts in both age and cultural background, while fewer new productions and acquisitions will be receiving greater focused marketing, flighting and spotlighting to create a consistent engaging content slate across 2025.
BVOD has firmly taking centre stage over linear as the networks wonderkid, with a wealth of new opportunities & innovations carrying less risk for networks to trial which represents exciting new opportunities for audiences to engage with brands, but it would be remiss of anyone to overlook the sizeable audience that linear TV delivers, especially against older audience segments."
#Upfronts2025 #TheSpeedAgency #Investment #Opinion #ThoughtLeadership