Seven West Media has laid out a full-year playbook for 2026, putting live sport, streaming growth and data-driven insights front and centre.
Its upfront at Royal Randwick emphasised a “own the calendar” strategy, led by the exclusive rights to Rugby League World Cup 2026, augmented by a 52-week sport slate (AFL, cricket, Supercars, NFL, Commonwealth Games) and a fast-expanding streaming hub in 7plus that achieved double-digit growth in live viewing.
On the data and tech front, Seven unveiled its “connected trading loop”: streaming data tied to real-world sales through its 7REDiQ platform (in partnership with Westpac DataX), geolocation accuracy via 7GeoPlus, and automated campaign optimisation through its Phoenix trading platform.
It was a confident performance. But as always, the real test is in the agency response – who’s buying the pitch, and who’s not.
Taylor Fielding, Founder and CEO, TFM Digital
“It was an interesting session, but there wasn’t a lot of real ‘newness’ to it. They focused on three things: growth, partnership, and performance. It also felt like that previous tension and competition with Nine had softened, with a strong ‘free-to-air is amazing’ message running throughout. Commonwealth Games, cricket, Ashes, AFL – it’s all still there, but the slate itself felt fairly standard.”
“Audience precision targeting through 7GeoPlus caught my attention – and probably a few others’. It now allows brands to target viewers based on their actual location as they move around, rather than where they live or, worse, outdated registration data from years ago.”
“Tailoring offers to people who are literally about to pass your store makes a compelling case for franchises and retailers alike. For years, platforms have talked about local advantage, but this tech feels like it might actually deliver it. Expect stronger ROI from campaigns built on genuine proximity, not just broad regions. Brands need to be ready to rethink what ‘location’ really means on screen.”
Belinda Miller, Head of Partnerships & Growth, Havas Media
“Seven West Media is redefining growth, partnership, and performance for a new era of television. With 16 million Australians tuning into free-to-air each week and BVOD viewership among Gen Z up 42% year-on-year, free TV’s reach and relevance remain undeniable. Seven’s audience now rivals YouTube, Netflix, and Disney+, drawing 4.8 million viewers on Sunday nights and proving its strength as one of the most effective channels for both reach and brand impact.
“Innovations like the Phoenix platform, geo-targeted live feeds, and 7Geo+ are giving advertisers new levels of precision and performance. Combined with digital rights for the AFL and cricket, a 52-week sports calendar, and data partnerships through 7plus and Westpac, Seven is positioning itself as more than a broadcaster – reframing television as a dynamic, data-driven content destination that connects news, sport, and entertainment across every screen.
“And with the proposed SCA merger on the horizon, Seven’s vision of TV as an integrated, always-on content ecosystem feels closer than ever.”
Tom Carlon, Head Of Investment, IAG
“Seven’s Upfronts took an honest, bold, and strategic stance on the state of play at Seven West Media, showcasing its ambition to build a tech-driven video business. The presentation covered – and proved – the strength of its programming slate, scale, talent, and the enduring power of TV to drive results during key Australian cultural moments. But it was Seven’s focus on data and partnership capabilities, its acknowledgment of the recent SCA-SWM merger, and its confident defence of Free TV that really stood out.
“The resounding message throughout was that Seven’s mantra is growth, partnerships, and performance. Case studies from brands like Specsavers and Suncorp Group demonstrated how advertisers can integrate across the Seven West ecosystem in innovative ways – driving outcomes, boosting brand awareness, and increasing consideration through the strength of the big screen.
“While there was confidence in the established programming slate, Seven added a few new highlights to the lineup, including the Rugby League World Cup to bridge the gap between AFL and cricket, and fresh comedy offerings from familiar favourites like Mick Molloy and Russell Coight. Ultimately, the message was clear: despite the ongoing battle against the scroll, TV – and Seven West – continues to hold unmatched opportunities for advertisers to capture the heart and soul of Australians.”
Alexandra Thomas, National Trading Lead, Atomic 212°
“Seven’s 2026 strategy is a confident proposition built around growth, partnership and performance across its Total TV ecosystem, with a strong focus on the power of 7plus audiences. National coverage through the SCA acquisition positions Seven as a truly national broadcaster, soon able to offer reach and buying consistency not only across digital and streaming, but broadcast as well. The full trading roll-out is expected in the coming months.
“Innovation continues to fuel Seven’s momentum. The launch of 7Geo+ and the ongoing evolution of the Phoenix trading platform highlight smarter targeting, predictive buying and seamless execution. Together, they reinforce Seven’s position as a high-performing, data-driven partner delivering real commercial outcomes.”
Daniel Cutrone, Managing Partner, Media, Avenue C
“Seven’s 2026 upfronts marked a clear shift – less self-congratulation, more advocacy for Free TV as a collective force reaching 16 million Australians each day. It was a confident reminder that national storytelling still pulls audiences the global streamers can only chase.
“Seven leaned into its strengths of news, sport, and entertainment, but with a sharper, more refined approach. A solid spine built around the AFL, cricket, The Voice, Farmer Wants a Wife, MKR, and Australian Idol showed a network that knows what it does best. Add the Glasgow 2026 Commonwealth Games and Rugby League World Cup in the back half, and you’ve got a competitive formula that holds its own in the market.
“It was also smart to spotlight the growing power of Free TV’s BVOD audience, now roughly twice the scale of several SVOD competitors. With the Phoenix platform and data tools like 7Geo+ and Westpac DataX, Seven showed that scale and precision can finally work hand in hand. The SCA merger was touched on lightly, signalling long-term confidence without overstating the point. Overall, Seven’s tone heading into 2026 feels measured, data-led, and quietly ambitious – a network gearing up for a year of two strong halves.”
Sue Cant, Head of Investment, This is Flow
“Seven’s Upfront continued the recurring theme this year of simplicity, collaboration, and clarity – reinforcing the importance of thinking about both content and context together. Like other networks, Seven adopted a “play nice” tone, focusing less on competition and more on unity in delivering the Total TV promise laid out in previous years.
From a data perspective, the announcements were among the most compelling. The partnership with Westpac’s DataX – merging Seven’s 15 million-plus registered 7plus users with DataX’s 12 million customers – will allow for deeper insights into consumer behaviour. This integration aims to strengthen brand campaigns, reach audiences at scale, and improve measurement and attribution for better outcomes.
“7GeoPlus was another standout, offering geo-targeting capabilities across CTV to optimise ad placement, boost ROI, and increase relevance and engagement – paving the way for truly addressable campaigns. There was also a brief nod to the pending SWM and SCA merger, with Seven hinting at synergies across sport and news. It’s one to watch as the merger progresses next year.”