Foxtel Media is enabling advertisers to trade and execute Linear TV through a digital, impression-based buy in a market first.
LinearIQ, which is powered by tvbeat, should make linear TV inventory more measurable, traceable and targeted.
LinearIQ streamlines digital and linear TV trading and reporting across Kayo SPORTS, BINGE, Foxtel Go and Foxtel linear into a single digital schedule. This essentially makes TV trading, delivery and reporting more efficient and accurate. It also offers a combined TV and digital eCPM.
Another benefit is that advertisers will now be able to map specific audience segments, powered by Foxtel Characters, directly to traditional linear TV.
ANZ and Superior Engineering are the first advertisers to use LinearIQ.
Foxtel Media first announced the solution at its 2025 Upfronts and is part of its commitment to a more accountable, outcome-based advertising ecosystem.
“The launch of LinearIQ, in partnership with tvbeat, signifies an unprecedented new era of trading in the Australian TV industry,”
“For years, fragmentation has led to uncertainty in outcomes, hard-to-trace ROIs and sometimes inefficient buying. Our approach unifies linear and digital ad trading by offering advertisers a digital-style, impression-based buying model. It includes all channels, genres or shows where your target audience is watching TV.” Foxtel Media chief sales officer Nev Hasan said.
“LinearIQ’s precision targeting essentially allows brands to reach only the customers they want to reach, unified into a single media schedule and one seamless buy.
“The ultimate hat trick of being able to look at all video performance and real-time data as well as have the security of governed independence in one single view is the start of delivering an outcome-based measurement vision.”
Foxtel Media said advertisers using the service can expect detailed, impression-level reporting, deeper audience insights into delivered TV impressions, and a high-quality and transparent delivery.
The reporting capability includes Served Impressions, Progress Rate, Daily Performance, Channels/Genres, Dayparts and Foxtel Characters Delivery.
PHD Melbourne head of partnerships Ryan Ambrose has seen how LinearIQ benefits ANZ. “Innovation in trading and measurement is critical as we evolve towards outcome-based marketing,” he said.
“LinearIQ unlocks a more precise, data-driven approach to video, helping us better align investment to performance and deliver stronger business outcomes for ANZ.”
