Three Ways Foxtel Impressed During Its Upfronts
Foxtel’s upfront followed the three FT broadcasters this year, but it didn’t disappoint. There are three key areas where Foxtel set up for a strong year in 2021, according to Nicola Lewis, GroupM chief investment officer.
Strategic direction:
It was to the point, it was sleek and it showed how far Foxtel have come in a relatively short period of time. Setting themselves up to be nimble and flexible into 2021. From the opening with CEO Patrick Delaney and the talented Amanda Lang it became very clear that the organisation of Foxtel content is really strong and the strategy they undertook last year to take content back to the Fox brand provides real clarity from a consumer perspective.
The fact they now have one person responsible for the overarching content strategy is incredibly important as it brings entertainment and sports together in terms of content teams and enables them to respond in real time to advertisers needs, which is powerful.
Tech, platforms, CX:
Foxtel really have invested heavily into tech that aggregates the rich pool of data they have into a data warehouse. The way they positioned having the reach of linear combined with data and digital is smart – it’s not too dissimilar to the Finecast model offering precision enhancement alongside the reach of linear, and they are Key strategic partners for us.
It’s clear Foxtel had spent a lot of time working not only on the platform itself but on the consumer experience, which is exceptional. The collection of screens, brands and platforms from Binge and KAYO, to Foxtel Go, Foxtel Now, Tubi and Samsung, positioned as individually strong, and collectively unbeatable is a nice tagline, and it landed really well.
Working with the likes of Samsung, the number one TV connected brand, and being able to attract partnerships that really enhance their assets and their platform base on a global level, is notable. It shows that Foxtel are looking to enhance and leverage the individuality of each of the brands and platforms but ultimately bring them together in one place that’s easy for agencies to buy across. Making their platforms easy to buy is key for us and leveraging the individual strength of each property, as well as the collective power they have in one place is effective
Compelling Content:
When it comes to content, Foxtel didn’t disappoint. Dramas The Undoing and The Third Day look compelling and high quality, but Foxtel also has a strong spine of consistently well-performing programming like Gogglebox, and enviable sport slate. The international cast for The Undoing is outstanding and to be bringing that quality of content to Australian shores serves Foxtel really well. And having Nicole Kidman on stage was a really nice bit of theatre.
Foxtel also knows they have strong series completion rates, which is a really good proofpoint that they are focused on their total video network, and it brings a degree of uniqueness in the marketplace.
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