Seven Media Group integrates TV and audio to drive 22% ratings growth
Seven Media Group is implementing a cross-platform audience strategy that integrates TV, audio, and digital assets through unified audience IDs and the expansion of its Phoenix trading platform. The company is also exploring a joint venture with Nine to improve BVOD ad-buying efficiency and reduce supply-chain costs.
Key Takeaways
- Only 14% of advertisers currently buy across both Seven and SCA assets, representing a significant cross-platform sales opportunity.
- The Phoenix trading platform will expand to include radio and podcasts via Phoenix Audio, with a self-service Phoenix Exchange launching in October 2027.
- Off-network engagement is growing, with 90% of 7News YouTube viewers and 3 million TikTok followers being unique to Seven’s owned platforms.
- Seven and Nine are continuing to evaluate a joint venture for a BVOD ad-buying solution to reduce supply-chain costs and tech fees.
Why It Matters
Seven Media Group is shifting from a siloed broadcast model to a platform-agnostic approach that prioritizes audience reach over owned-channel exclusivity. By integrating SCA’s audio assets and expanding the Phoenix trading ecosystem, the company aims to capture the 86% of advertisers not yet utilizing its full cross-media stack. This move reflects a broader industry trend where local networks must consolidate data and tech to compete with global digital giants for fragmented ad dollars. The success of this strategy hinges on reducing friction in the BVOD buying process and proving the incremental value of off-network audiences. Watch for the October 2027 launch of Phoenix Exchange as a benchmark for automated, agentic media buying adoption.
In short
Seven Media Group has achieved a 22% ratings growth by integrating its TV and digital assets with SCA’s audio networks. By leveraging the Phoenix trading platform and unified IDs, the company is shifting to a platform-agnostic model, aiming to capture untapped cross-media advertising opportunities and compete more effectively against global digital giants.
FAQ
What is the primary goal of Seven Media Group's new audience strategy?
The strategy aims to shift from a siloed broadcast model to a platform-agnostic approach, prioritizing audience reach across TV, digital, and audio assets to capture a larger share of advertising spend.
What is the Phoenix trading platform?
Phoenix is Seven Media Group's trading platform used to bridge TV, digital, and audio assets. It is expanding to include radio and podcasts via Phoenix Audio, with a self-service Phoenix Exchange scheduled to launch in October 2027.
How much of Seven Media Group's advertiser base currently buys across both Seven and SCA assets?
Currently, only 14% of advertisers buy across both Seven and SCA assets, which Seven Media Group identifies as a significant opportunity for cross-platform sales growth.
Are Seven and Nine collaborating on ad-buying solutions?
Yes, Seven and Nine are evaluating a potential joint venture for a BVOD ad-buying solution intended to reduce supply-chain costs and technology fees.
Read full article at mi-3.com.au
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