Ad slash to boost Seven Network audience


Author: Lilly Vitorovich & Leo Shanahan
Publication: The Australian

The Seven Network is overhauling its commercial offering by cutting ads and shortening breaks during television shows by an average of 30 per cent in a bid to boost its appeal to viewers, who have more entertainment choice then ever before, and cash-strapped advertisers.

The free-to-air television broadcaster, which is part of Kerry Stokes’s embattled Seven West Media, plans to introduce the changes during the long-awaited launch of its new-look reality television show,Big Brother, next month.

Seven’s chief revenue officer, Kurt Burnett, says the changes will improve the experience of watching programs on its TV channels and video-on-demand platform, 7Plus, amid changes to content consumption, driven by the explosion of streaming services. “Research has proven reduced ad loads can deliver more than 25 per cent increased brand recall. We’re acting on that powerful insight after months of planning and analysis,” Mr Burnett said.

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