Coles has locked in the exclusive integrated sponsorship of Samsung TV Plus’ Christmas Movies Channel for the 2025 festive season, putting the supermarket front and centre in more than 3.7 million Samsung Smart TV households across Australia.
The always-on 24/7 pop-up channel has become a December staple, serving up titles including Get Santa, Jingle All the Way and Christmas with the Kranks. Viewership continues to surge, with weekly channel audiences up 94% year-on-year.
As the exclusive sponsor, Coles will appear across the channel’s full Connected TV ecosystem, spanning native home-screen placements, sponsorship billboards, branded slates, and a 30-second in-stream promo.
High-impact CTV formats reach holiday-ready households
The partnership was developed with Smith St., designed to show how brands can pair broad-reach CTV formats with contextually aligned environments during peak seasonal moments.
Dervla McGivern, Managing Partner at Smith St., said the channel offered a unique opportunity for Coles to appear in moments of shared downtime.
“Christmas looks different in every household, but the one constant is gathering around a favourite festive movie. Samsung TV Plus allows us to connect Coles with millions of Aussies right in those shared moments, when people are slowing down, switching off and embracing the season.
“Our strategy was to meet audiences where the magic already lives, and this partnership ensures Coles is there for every kind of Christmas, in a way that feels warm, relevant and deeply human.”
Samsung TV Plus continues strong summer growth
Samsung TV Plus’ Christmas Movies Channel is expanding its footprint, adding more classics such as The Family Stone, Miracle on 34th Street and Santa Claus: The Movie.
The channel has contributed to a lift in summer viewership, with hours watched up 9%.
Last December and January, Samsung TV Plus reached 64% more households across Samsung TVs than the combined top four BVOD platforms (Seven, Nine, 10 and SBS).
Richard Wheeler, Sales Director at Samsung Ads ANZ, said this year’s festive activity is scaling quickly.
“Samsung TV Plus’ Christmas Movies Channel is bigger and better than ever this year with monthly active users up 65% – and it’s only November.
“Our exclusive Christmas partnership with Coles shows how clients can leverage the full suite of CTV ad formats to reach households that earn more and spend more during pivotal retail moments. It seamlessly integrates Coles into a high interest environment, which delivers impact for Coles and value for the viewer.”
Why the partnership matters to retail marketers
The exclusive sponsorship underscores how retailers are increasingly looking to CTV environments that combine scale, targeting and contextual relevance.
Christmas programming remains one of the most reliable triggers for household co-viewing, offering a shared environment for brand connection during the peak retail period.
Samsung TV Plus continues to position itself as a free, ad-supported platform that delivers incremental reach beyond traditional BVOD, a trend Coles is tapping into at a critical point in the retail calendar.