Seven To Reduce Ads & Break Lengths In An Attempt To Woo Viewers

The Seven Network today announced that it will be reducing advertising content and break length on its broadcast and digital channels.

This enhanced experience will coincide with the launch of Big Brother in June, expanding to drama and movie programming and joining the reduced ad load already implemented during live sport, 7NEWS and other public affairs programming.

The initiative will deliver an enhanced viewing experience for consumers while creating a more engaging and impactful result for advertisers thanks to proven cut-through.

Commenting on the announcement, Seven West Media chief revenue officer, Kurt Burnette, said: “As viewing habits evolve and choice increases, we believe there is no better time than now to enhance the free-to-air television experience for viewers and advertisers across broadcast and BVOD. Research has proven reduced ad loads can deliver more than 25 per cent increased brand recall. We’re acting on that powerful insight after months of planning and analysis.

“The result – EAVE (Enhanced Advertiser and Viewer Experience) is a long-term strategic initiative designed to deepen the way brands and consumers connect with Seven’s content and audience across platforms.”

The decision to reduce ad load is built on extensive audience tracking and research on break structures and ad loads done by Seven over several years.

Seven Network programming director Angus Ross said: “We’ve already seen the benefit in areas we have tested, like news and other areas. Were very much looking forward to accelerating the enhanced experience across our existing and exciting new and fresh content line-up. All helping build engagement and grow audience across all platforms.”

Peter Pynta, Neuro-Insight CEO, A.P.A.C., said: “There’s rock solid evidence in the fact that break length and number of ads in breaks significantly influence ad effectiveness. The shorter the breaks and the fewer impressions within a break, the better the payback for advertisers.

“We’d implore the market to take this ad/program ecosystem seriously….and ideally see them as working in harmony.”

Burnette concluded: “We’ll work together with our customers to continually evaluate the benefits of reduced ad load, to ensure that when brands advertise with Seven, their message will be more effective and engaging, growing audiences and delivering a better viewing experience.”

Reduced ad load is complemented by several other Seven advertising initiatives already launched or still to come whose purpose is to drive brand-audience engagement across Seven’s platforms. These include contextual ad placement through machine learning with 7CAP (contextual ad placement – an industry first in Australia) and ‘freezeframe’ screen pop- ups, with more to follow in the near future.

Neuro-Insight research results.

Previous studies of decluttered advertising environments have found the following: 1. 34 per cent uplift in engagement

Research conducted in October 2019 showed an average 34 per cent uplift in brand impact for the sponsors. Viewer engagement, emotional intensity and memory encoding all increased in a decluttered advertising environment. This demonstrated the impact of advertisements providing better results for the advertiser while also proving more engaging for the viewer, a win-win.

2. 20 per cent user experience improvement

Overall viewer engagement has shown to be 20 per cent higher across the length of a show in a de-cluttered advertising environment. The cumulative effect of a reduced ad load delivers an enhanced user experience as measured by viewer engagement. This in turn, increases the impact of the advertising. The benefits of the de-cluttered environment accrue across a show, rendering the content and commercials more powerful as the show goes on.

3. Zero loss of engagement across solus commercials in sport

We’ve long said that the solus spot following a goal in the AFL or at the end of an over during the Cricket is a highly effective ad break, and research backs this up. Across a solus commercial during sport, there is no drop in engagement. The viewer remains consistently engaged in the program, during the commercial, and then following the commercial / back into program content, demonstrating the impact of advertisements in a de-cluttered environment.

4. Stronger branding in solus commercials

In a de-cluttered advertising environment, the final branding moments of a solus commercial is even more powerful. Our Neuro research has shown that branding (which can often be at the conclusion of an ad) is clearer and stronger in a solus commercial. The more engaging experience for the viewer, in turn delivers a stronger result for the advertiser, increasing the impact of their brand with the viewer.