While many use their Upfronts to announce sweeping business changes, the focus for SBS was very much on how they continue to go deeper with the content that inspires Australians to explore, respect and celebrate our diverse world.
New data partnerships and expanded reach opportunities across OOH and the Creator Economy formed the major new news, while a focus on provocative new documentaries and the 20-year celebration of NITV shaped the rest of the presentation.
OUTCOMES BASED MEASURMENT
SBS has partnered with CommBank iQ to strengthen its advertising insights, segment targeting and campaign measurement capabilities by bringing de-identified spending insights into SBS’s audience and measurement ecosystem.
SBS has also partnered with HYP to provide privacy-conscious behavioural audience targeting and measurement across SBS’s environments. The partnership will allow eligible advertisers to measure whether audiences exposed to their campaigns subsequently visited a brand’s website or physical locations, using exposed and control groups to help identify incremental uplift.
20 YEARS OF NITV
As NITV celebrates 20 years of Blak excellence, the team continued to challenge agencies to go beyond 3% and close the gap between population and media investment.
https://www.beyondthreepercent.com.au/
The NITV team also announced a landmark documentary series 2.6 Seconds: Death in the Outback which powerfully examines the fatal, shocking moments behind the headlines that gripped the nation and the world; when 19-year- old Warlpiri Luritja teenager, Kumanjayi Walker was shot three times in close range by 27-year- old police officer Zachary Rolfe.
2030 FIFA WORLD CUP
Off the back of a hugely successful 2026 World Cup which saw 18.04m Australians tune into the broadcast across SBS and SBS On Demand, it was extremely exciting to hear that SBS had extended their already 40-year partnership with FIFA and secured the rights for the 2030 World Cup.
Hosted across 6 countries and 3 continents, the 2030 World Cup will not only draw in Soccer fans but will also allow SBS the opportunity to delve deeper into the cultures of hosting/competing countries across Food and Film.
EXPANDED REACH
SBS announced collaborations with Australia’s leading out of home player oOh! Media, creator marketing platform Fabulate, and retail outdoor player Multicultural Outdoor (MCO).
The 3x exciting partnership will offer SBS advertisers the opportunity to expand campaign reach with example opportunities including specialised packages enabling brands sponsoring SBS’s 2027 Tour de France coverage to extend their campaigns into out of home environments.
BASTION’S KEY TAKEAWAYS
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It’s never been easier to prove the value. With expanded data partnerships, SBS can now not only highlight the value of their audiences during the planning phase, they can also measure the impact true impact of campaign activity.
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More ways to connect than ever. Expanded content and available touchpoints further increases the opportunity meaningfully connect with the diverse SBS audience.
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The lasting effect of the World Cup. While people may come for the soccer, the incredibly vast content across SBS holds audiences with strong gains continuing into subsequent months.
