Ahead of advertising commencing on BINGE on Thursday, 30 March, Foxtel Media has announced the 21 brand partners that have signed on as launch partners to the service.
Brands are spread across 12 business categories including insurance, food, travel and auto. Each business category caps out at four brands to allow for a low clutter environment with minimal category competition.
Modelled on the success of Kayo Sports and with watchability at the core, Foxtel Media confirms that advertising on BINGE will have minimum impact on the viewing experience but maximum impact for brands. With their low ad clutter formula and select solus breaks available, brands with have access to highly engaged audiences, with FoxTest research revealing that spontaneous ad recall rises 34% in this format.
BINGE currently has more than 1.4 million subscribers who can continue to look forward to viewing new seasons of acclaimed HBO titles such as Succession S4, And Just Like That S2, White Lotus and The Last of Us, thanks to Foxtel Group’s new multi-year deal with Warner Bros Discovery. Customers will also have access to brand new NBCU titles Dreamland with Lily Allen, Bupkis with Pete Davidson, and Based on a True Story with Kaley Cuoco.
Daniella Serhan, entertainment sales and partnerships director at Foxtel Media, said, “With the lightest ad loads on the market, High Definition available now to BINGE basic and our new multi-year deal with Warner Bros Discovery, BINGE is the place where our audience and partners will experience watchability, connectivity and useability. We’re extremely excited to see the levels of engagement across the market on the launch of advertising on BINGE and anticipate the great results that come with it.”
Dave Annesley, head of marketing strategy and planning at Youi said, “We’re very excited to come onboard as one the first advertising partners on BINGE. The service already offers premium content which attracts significant audience numbers. Foxtel Media has done a great deal of work to ensure advertising plugs in seamlessly and we look forward to working together to reach a whole new audience.”
