Sport has taken centre stage on a global scale with the Olympics and Paralympics keeping Aussies up at all hours tracking that medal tally. However, this is just the tip of Aussies’ sport appetite with a stellar summer of sport just around the corner. Foxtel has full rights to a packed cricket roster for 2024/2025 with India’s Tour of Australia, Pakistani’s ODI and T20 series, the Men’s and Women’s Big Bash League and the 2025 Indian Premier League.

Audiences can look forward to the AFLW 2024 season, the NRLW 2024 season, Australia’s Summer of Golf, the LPGA 2024, the Formula 1, Supercars and MotoGP championships and Netball’s Constellation Cup 2024. Additionally on BINGE, audiences have FBoy Island season 2, House of the Dragon season 2 and Colin from Accounts season 2.

However, while an entertaining summer season awaits, Foxtel Media recognises that many of our agency and brands partners are replanning and reforecasting against a backdrop of economic uncertainty. Preparation is always key at these times and as an industry we are seeing multiple scenario plans put in place that account for interest rate fluctuations and inflation.

While preparation is commendable, there is a risk of overplanning without action. And in a challenging market, inertia can mean going backwards. Where a lot of brands are hesitating, marketers that move decisively will gain market edge and stand out with a bigger share of voice. To succeed in this environment, we recommend these approaches:

1. Take a tried and trusted approach

When you know you’ve got proven channels that work and areas of your business that you do need to grow, planning for every scenario can cost you valuable time. Instead of creating multiple plans and then facing option-paralysis, it’s better to run campaigns on channels that you know will deliver and find the sweet spot from a marketing budget perspective.

Look at what has been effective in terms of delivering success in the past. If budget is an issue, maybe lay down smaller or shorter-term plans, but execute them. Doing nothing isn’t a route to success in this market as customers still want products and services and are voraciously consuming content. It’s about being nimbler with how you place your budget. Don’t be afraid of investing in elements that have always worked really well for your brand. We know our BINGE and Kayo Sports viewers spend 40 per cent more than the average Australian. This, paired with higher levels of attention and engagement, can deliver +30 per cent brand consideration for your client.

2. Do a limited test-and-learn strategy

With a plethora of new advertising opportunities around, it’s worth experimenting, but if resources are tight, take smaller steps to reach that final goal. Invest a smaller budget in a shorter time frame so you can gain understanding of what you need more quickly.

While the temptation is to always concentrate on creative integration when it comes to new strategies, it is also worth looking at different ways of using data effectively for better targeting. An engaged audience is nothing if your brand is talking to the wrong set of people.

Foxtel Media offers certainty in reaching audiences via Characters on Foxtel and Kayo Sports. These Characters, such as Auto Intenders or Beauty Enthusiasts, offer addressable solutions that connect brands more directly with target customers and minimises audience wastage.

3. Recognise the new streaming reality

At Foxtel Media, 69 per cent of our customers are digital. We’re no longer a linear channel, we’re a streaming business that has linear television as an add-on.

Moreover, audiences are getting more accustomed to ads on streaming services. This means that brands and agencies need to evolve their advertising briefs to align with this audience change. Capitalise on this unique and hard-to-reach audience through pre and mid roll ads that align with the storyline of the content being consumed or optimise for binge viewing by creating ad campaigns that evolve over multiple episodes.

The summer sport season is an ideal time to capitalise on streaming audience dominance on Foxtel platforms. We have a particularly strong cricket offering this year with the majority of cricket matches, including all Test Matches, airing on our dedicated Fox Cricket channel. Foxtel has priority access through player and stump mics, SpiderCam player interviews (not available on any other network) bringing fans closer to on-field play. Our returning regular commentators include major names such as Adam Gilchrist, Mark Waugh and Brett Lee, with David Warner officially joining FOX Cricket in a full-time capacity following his recent retirement from international cricket.

Now is not the time to hibernate. There are some amazing opportunities out there and advertisers who grab them will reap the rewards of engaged and targeted audiences. Australians are passionate about sport and Foxtel’s platforms are the number one way for brands to tap into the energy.