Advertising launches on BINGE

By AdNews | 16 February 2023
The Last of Us via Foxtel.

Foxtel Media today announced that advertising will be on BINGE from March 30 on its entry level tier, BINGE Basic, giving brand and agency partners access to a large, buyable audience at launch.

Advertising on BINGE, announced at Foxtel Media’s 2023 Upfront, Game Changed, will be modelled on the success of the Kayo Sports and Foxtel Go services to ensure minimum disruption to the viewer experience and maximum impact for brands.

Strict ad-serving controls and a frequency cap of one per hour per user on TV series at launch, will ensure a great, watchable viewing experience on the platform.

High Definition will also be added to the BINGE Basic tier, meaning viewers will be able to watch all their favourite shows and movies in HD.

Brands have already snapped up all of the 21 advertising packages available, with other advertising opportunities being made available soon.

At the time of launch, advertisers will be able to access pre and mid roll ads on BINGE. Select solus breaks will also be available, with FoxTest research revealing that spontaneous ad recall rises 34% in this format.

Foxtel Media CEO Mark Frain said, “Opening up advertising on BINGE has been unbelievably well received by our partners and we’re seeing a record speed of sale for our advertising packages.

"The prospect of appealing to an engaged, scalable audience from day one is an incredible opportunity for brands. And in terms of viewer experience- BINGE will still have one of the lightest ad loads in the market thanks to our strict duration and frequency caps.

“Unlike other platforms, this is not the Foxtel Group’s first foray into ad supported subscription TV. We built a premium customer and advertising experience on Kayo Sports with no interruption to live sport and we’re confident that BINGE will blossom under the new ad model in the same manner.”

BINGE has more than 1.4 million subscribers.

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