Seven unveiled a strategy at its Sydney upfronts that media agency leads described as sharper, more collaborative and focused on measurable performance.
Media analyst Steve Allen, Pearman’s director of strategy and research, said the network had taken a more considered approach.
“This continued, but most importantly, expanded Seven’s strategy from last year,” Allen told AdNews.
“Much more than just programming, data, data analysis and tools, superior targeting and simpler, more comprehensive trading platform and facilities.
“Plus a partnership with Westpac Data X.”
Allen said Seven leaned heavily into its core messages of growth, partnership and performance.
The integration of Westpac Data X with 7Plus was a key announcement, linking streaming activity with in-store results.
Katy Lozancic, general manager at Pearman Media, told AdNews it was one of the more exciting developments.
“Introducing this scale of data across so many product and service categories, I’m sure it’s being considered as an interesting opportunity for clients to deliver effective campaigns and measure performance in the platform,” she said.
7Plus and BVOD played a central role in Seven’s pitch. The network pointed to consistent growth across its digital offering.
“The other consistent point Seven made was audience growth, year-on-year, for pretty much all key programs, but importantly, nearly without exception, the same statistic or more for 7Plus,” Allen said.
UM managing partner Lisa Hosking said Seven’s confidence stood out.
“Seven’s confidence is infectious, a tech-driven video business that already has the hearts of Australian viewers,” she told AdNews.
“Their commitment to live sports, securing even the Rugby League World Cup, alongside premium Australian content with global appeal, is a winning formula.”
Hosking said tools like 7GeoPlus and the Westpac Data X integration would enhance campaign performance.
“These enhance targeting capabilities and enable attribution to business outcomes, 7plus’s growth is undeniable, driven by exclusive content and a user-centric approach,” she said.
“With nearly one million views of the AFL Grand Final, the audience numbers for live sport on the platform would be the envy of competitor streaming platforms.”
“With the impending merger with SCA, 2026 is shaping up to be a strong year for them,” Hosking said.
OMD Sydney’s head of media partnerships, Kirsty Kapp, said Seven had responded to industry demand for performance-based outcomes.
“In a return to form, Seven didn’t just pitch content, they demonstrated why free TV remains an indispensable foundation for advertisers and agencies,” she told AdNews.
“They weren’t relying on future promises, but cleverly validated their proposition by showcasing proven product performance and client success and they did this with every single announcement.”
Kapp said the programming slate ticked boxes for clients.
“For OMD, Seven’s content slate across news, sports and entertainment is precisely the solid offering our clients want and need,” she said.
“The network’s commitment to driving 'Growth, Partnership and Performance' with clear evidence of success gives us the trust to invest.”
Kapp also called 7GeoPlus and the Westpac data deal a clear opportunity to ‘drive better campaign insights and investment’.
Seven’s sports content, including the Rugby League World Cup and the Glasgow 2026 Commonwealth Games, signals broader ambitions, Kapp said.
“It shows they aim to prove they have the calibre to effectively represent broadcast Rugby League, especially with those rights coming up for renewal in 2027,” she said.
Agency feedback was consistent. Avenue C’s managing partner, media, Daniel Cutrone, told AdNews the presentation marked a deliberate shift.
“Less about self-promotion and more about championing free TV as a collective force,” he said.
“It was a confident reminder that national storytelling still commands audiences the global streamers can only chase.”
He described the overall approach as “measured, data-led and unmistakably ambitious”.
Programming remained within familiar territory, but was delivered with clarity.
“Seven stuck to its strengths,” Cutrone said.
“A stronger spine built around the AFL, Cricket, The Voice, Farmer Wants a Wife, MKR and Australian Idol showed a network that knows what it’s good at.”
The 2026 schedule includes new titles like Caught in the Middle with Shane Jacobson, and comedies from Mick Molloy and Glenn Robbins.
Allen said the sports offering alone could drive ratings success.
“2026 has a really significant amount of sports programming, pretty much 52 weeks of the year. Not just cricket, (but) AFL and horse racing, including the spring carnivals,” he said.
TFM Digital CEO Taylor Fielding said the SCA merger was noted only in passing.
“Seven touched on the SCA deal, but only really to say they wanted the sole focus today would be Seven West Media and on the merger there’s nothing further to comment on now,” he told AdNews.
Fielding said one tech innovation stood out.
“One piece of tech that did stand out was Channel 7’s GeoPlus which felt like a noteworthy leap for brands seeking better local targeting at scale for CTV campaigns,” he said.
“Marketers can now tap into far more granular targeting and precision than SA4 level.
“For a franchise, a fitness brand, or any business with a local footprint, that means your creative can work harder.
“We’ve championed hyperlocalism for years, and GeoPlus lifts connected TV up to that gold standard.”
IMAA CEO Sam Buchanan called 7GeoPlus “a major step forward” in location-based targeting and praised Seven’s industry leadership.
“A move that will be warmly received by advertisers seeking smarter, location-based engagement,” he told AdNews.
“Coupled with the announcement of the Rugby League World Cup 2026 in Melbourne, Seven reinforced its position as the home of premium sport and trusted, mass-reach entertainment.”
Mollie Cross, senior trading manager at The Media Store, said Seven is betting on consistency across trusted content and Total TV.
“From Sunrise and This Morning to key tentpoles, news and sport, Seven’s viewing is going from strength to strength, with 7Plus showcasing the ongoing power of Total TV,” she told AdNews.
She noted 68% of connected TV viewing still comes from free-to-air programming.
Returning formats include Australian Idol, Farmer Wants a Wife, The Voice, MKR and Home & Away. New shows SAS Australia vs England and Caught in the Middle aim to complement rather than reinvent.
Sport will be a key battleground, with The Ashes, BBL, Commonwealth Games and AFL coverage all confirmed.
She said the Rugby League World Cup could shift viewing patterns in Q4.
“It will be interesting to see how this shakes up share of viewing in October and November,” she said.
Cross said Seven’s strength made it a solid option for long-term partnerships, particularly in sport and FMCG.
“I’m looking forward to challenging our sales team on how we can best deliver on campaign performance beyond simple media metrics, leveraging Phoenix’s measurability,” she said.
Yango GM of growth, Amy Carr, told AdNews Seven positioned itself as the “reliable bet” for the year ahead.
“They positioned themselves as the reliable bet throughout the year,” she said.
She welcomed the data-led approach and commitment to ROI. The Westpac Data X partnership was “massive”, she said, and 7GeoPlus a strong addition for regional targeting.
Carr noted the evolution of Seven’s Phoenix platform as another step toward operational efficiency.
While she welcomed the stability of the content slate, Carr said growth could plateau if Seven doesn’t evolve formats.
“While reliable, it may cap the opportunity for audience growth,” she said.
Sue Cant, head of investment at This is Flow, said Seven struck a more collaborative tone this year.
“All networks seemed to take a ‘play nice’ attitude this year,” she told AdNews.
Cant also pointed to data as the standout.
“Merging Seven’s 15m+ 7Plus users with Westpac’s DataX will allow us to look deeper into consumer buying habits to strengthen campaigns, reach audiences at scale and accurately measure outcomes,” she said.
Cant said 7GeoPlus opens the door to true addressable campaigns and flagged the SWM and SCA merger as one to watch.
“We’ll need to watch this space as things start to move next year.”
National trading lead at Atomic 212°, Alexandra Thomas, said Seven’s 2026 slate delivers scale, certainty, and premium content.
"The addition of the Rugby League World Cup strategically fills the previously open October to November window between AFL and cricket, ensuring continuous sports engagement," she told AdNews.
"Sport remains a powerful connector for Australian audiences, and accessible entry points for brands of all sizes is a key consideration when planning for our clients."
Wavemaker head of investment Sydney, Kim Norman, told AdNews Seven’s Upfront made its position clear.
“Seven galloped in with a clear bet, free TV is still king,” she said.
“In a field of subscriptions, logins, and rising media costs, the network leaned on the familiar track of shared Australian storytelling,” she said.
“Sport remains Seven’s strength: live, loud, and national, but the flashy ‘Total Free TV’ banner masks a content slate with few new runners.”
Norman said while the schedule relies on returning favourites, advertisers still gain certainty.
“The 2026 slate leans heavily on proven hits (and) with this, advertisers get consistency,” she said.
“But there’s limited fresh appeal to young and diverse audiences.”
Norman also pointed to the momentum of Seven’s digital platforms.
“Seven’s digital numbers show pace. 7plus sprinted 41% year-on-year, adding 1.4 million users,” she said.
“They showcased the Westpac DataX partnership, which links streaming exposure to real-world sales, giving brands a taste of how Free TV can deliver transparency and accountability.”
Norman said the pending SCA merger will also present opportunities, but comes with questions.
“The pending SCA merger is a high-stakes race for cross-platform dominance, promising advertisers broader reach and deeper collaboration,” she said.
“The question yet to be answered is whether it drives audience growth and real connections with under-40 audiences.”
iProspect head of investment, Nicola Barnes, said Seven’s message was consistent and confident.
“Seven’s Upfront made one thing very clear: the network is focused on growth, partnerships, and performance,” she said.
“While the proposed merger with Southern Cross Austereo was acknowledged in the opening as an exciting step toward future opportunity, Seven’s message on stage centred on the momentum already in motion, a business evolving with audiences and giving brands measurable ways to connect.”
Barnes told AdNews Seven’s data tools are strengthening its market position.
“From the success of trading through Phoenix, to the announcement of Geo Plus redefining precision targeting and the Westpac Data X partnership linking exposure to outcomes," she said.
"Seven continues to build its performance credentials, which is something we’re equally committed to at iProspect. It’s no longer just about audience reach; it’s about proving effectiveness and driving meaningful results."
Barnes said live sport continues to underpin brand strength.
“Sport remains one of Seven’s strongest brand platforms, with a 52 week live calendar that includes the AFL, AFLW, Cricket, Supercars, and the upcoming Rugby League World Cup and Commonwealth Games,” she said.
“These moments bring together cultural scale and commercial performance, giving brands valuable access to high attention, emotionally charged environments that consistently deliver real world impact.”
Barnes added that Seven is blending creativity and commerce more effectively.
“What stood out most was how seamlessly creativity and commerce now coexist. Campaigns like iProspect and MYOB’s collaboration within Australian Idol showed how storytelling, integration, and authenticity drive both cultural relevance and brand results.”
“For advertisers, Seven’s focus on scale, innovation, and accountability signals a clear opportunity: partnerships built on creativity that performs and data that proves it.”
Havas Media head of partnerships and growth, Belinda Miller, said Seven is redefining the model for modern television.
“Seven West Media is redefining growth, partnership, and performance for a new era of television,” she told AdNews.
“With 16 million Australians watching free-to-air weekly and BVOD viewership among Gen Z up 42% year-on-year, free TV’s reach and relevance are undeniable.
“Seven’s audience now rivals YouTube, Netflix, and Disney+, delivering 4.8 million viewers on Sunday nights and proving its power as the most effective channel for both reach and brand impact.”
She said the network’s digital transformation is reshaping advertiser opportunity.
“With digital rights for AFL and cricket, a 52-week sport calendar, and data partnerships such as 7plus and Westpac, Seven is positioning itself as more than a broadcaster,” she said.
“And with the potential SCA merger on the horizon, that vision of TV as an integrated, always-on content ecosystem feels closer than ever.”
Woolworths@dentsu chief investment officer Georga Payne told AdNews Seven used the event to reinforce the collective strength of Australian broadcasters.
“Seven launched the evening by demonstrating the reach, scale, and growth of the Total TV industry as a collective,” she said.
“There was a renewed focus on growing collaboration with other local broadcasters, with the aim of making it easier to transact and measure across partners, an important shift against a backdrop of continued ad dollar migration to global digital platforms.”
Payne said the proposed SCA merger, if approved, would expand the network’s footprint and strengthen its sport offering.
“The impending merger with SCA, should it go ahead, will be in effect early 2026 and see greater talent mobility across their expanded channel portfolio and further strengthen sport offering.”
She said Seven’s slate delivered predictability, with growth across key franchises.
“Seven presented consistency in its returning content slate, highlighting year-on-year growth in Total TV audiences across key tentpoles such as MKR, Voice and Idol, with strong growth coming through BVOD,” she said.
“Like Nine the week before, Seven also showcased its sports credentials, led by a strongly anticipated Ashes summer, followed by the returning AFL, Commonwealth Games, and Rugby League World Cup.”
She noted the introduction of new formats and digital upgrades.
“Two new formats were announced, one a game show hosted by Shane Jacobsen called Caught in the Middle and building on audience strength of The Floor on Nine,” Payne said.
“New digital ad products were also announced, including an upgrade to Seven’s geo-targeting capabilities and a new partnership with Westpac, which promises to link campaign exposure to real-world outcomes.”
She said both initiatives point to smarter measurement and more accountable investment.
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