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“As with the Olympic Games telecast last August, the Seven Network will dedicate their main channel, 7mate and a raft of digital channels on their 7Plus platform. We saw the nation rally during Tokyo and if our athletes can emulate that success, we can expect to see strong audience numbers for Birmingham.' There is nothing that Aussies love more than winning gold we saw over 2 million people in metro areas tune into Day 9 of the Games and unsurprisingly on Day 9 day Australia took out 4 golds, our highest single day total of the games. 'However, there is a factor that can negate those two points and that is Australian performance. We also have a time difference that is less favourable than Tokyo. This impacts the prestige and competition of the event and in turn audience interest. Only 2 of the top 10 nations that competed at Tokyo will take part in Birmingham. 'While the Commonwealth Games have the potential to be great, there are also a few things to be mindful of. 'Beyond the games themselves, Seven are now able to provide a fully integrated, national broadcast and digital offering which is very attractive to certain advertisers. It’s a dynamic platform to integrate around and with many of us experiencing that rush of patriotism when Aussies compete on the global stage, it can be a powerful moment for brands to tap into. “The Commonwealth Games presents a strong cultural opportunity for the right clients. Justin Arlt - head of partnerships at Initiative Melbourne Beyond the event itself, the network will also benefit from its effect as a launch pad for properties in the second half, including My Kitchen Rules and Australia’s Got Talent.” 'Whilst the viewing numbers won’t necessarily match Tokyo, the network will utilise their first party data from the Olympics to enable more advanced targeting opportunities based on particular sports on 7Plus in the Commonwealth games, enriching the offering for some advertisers. Also, on the weekends, AFL will take priority over Commonwealth Games in the southern states. 'The network are compensating for this as best they can with by offering partners access to Sunrise which is positioned as the morning catch-up.

'The event is by no means expected to attract the same levels of viewing as The Tokyo Olympics last year, not only due to its smaller scale, but also because the time difference between Birmingham and Australia is significant, meaning that less than 40% of live events will fall in primetime with the rest falling between midnight and 5am. 'This year’s Commonwealth Games is also unique in that it’s the only multi-sport event featuring an integrated para-sports programme, it is the most gender-balanced games (where women will compete for more medals than men), and it offers multi-lingual captioning on the digital assets – all of which demonstrate the network’s commitment to inclusivity, an aspect that has rightly become a key criteria for most advertisers. Seven are estimating the property to reach circa 15 million Australians across the main station, Seven Mate and 30 live and replay channels across their growing BVOD platform 7plus.

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'Whilst TV audience continue to decline in general entertainment, sporting properties remain relevant and important to viewers and advertisers alike. “Like most large sporting events that are broadcast in this market, the Commonwealth Games offers advertisers an opportunity to reach a large audience in a short space of time in a family-friendly, brand-safe environment.

Lucie Jansen - chief investment officer at Spark Foundry 'If brands want to be where the largest and most engaged audience will be, they will be on Seven and 7plus from July 29 to August 9.'ĭespite the time difference to the UK, some major events will be staged in prime time here and Australia has a chance at a bigger swag of gold medals than the Olympics.Īnd this major sporting event will significantly lift television's ad spend numbers. Rob Maclean, national sport sales director at Seven Network: “We are very pleased with the strong response from the market with major brands across Australia supporting Seven’s live and exclusive coverage of the Birmingham 2022 Commonwealth Games. The Commonwealth Games being televised by Seven, starting in Birmingham tomorrow, has been strongly supported by advertisers.