Commonwealth Games: Ad sales put Seven West Media on top

Seven West Media has set a record for advertising sales in this week’s Gold Coast Commonwealth Games.

Seven West Media has set a record for advertising sales in this week’s Gold Coast Commonwealth Games, with the host broadcaster reaping $60 million.

Chief revenue officer Kurt Burnette has seized the biggest sales haul on record for a Commonwealth Games as major partners including Optus, Toyota, Harvey Norman, Woolworths, Samsung, McDonald’s, AGL and Elastoplast invest in big, expensive events ­despite changes in media consumption habits.

Local partners include Griffith University, Blueprint Homes and Tourism Queensland. Optus, Toyota, Samsung and Harvey Norman are part of a six-week deal that began with Seven’s coverage of the PyeongChang Winter Olympics last month.

“We’ve sold out at a partner and sponsor level. It’s not just about a broadcast of 12 days; it’s about delivering a huge multi-platform audience spike from April 4 to April 15 across all screens including social and digital,” Mr Burnette told The Australian.

“It’s a comprehensive 360-degree media proposition.”

Mr Burnette’s decision to open negotiations with advertisers and media agencies a year ago had paid off, he said.

A marketing blitz to trumpet the countdown to Gold Coast 2018 was launched, stirring national pride by exploiting intense rivalry between England and Australia.

“Upfront commitments were really strong,” Mr Burnette said. “This is what we call a lightning-strike moment. Advertisers know the date, the time, and that the audience is going to be there in a brand-safe environment underpinned by robust measurement and proven effectiveness.

“As you get closer to the event the hype builds and we’ve pulled in millions of dollars in recent weeks. The Games will do a 55 per cent rating share every night, dominating all screens.”

Mr Burnette said events like the Games not only offered one of the few live events through which advertisers could reach large audiences nationally, but also more targeted data-driven opportunities through digital platforms.

Access to richer data had enhanced sponsorships and would enable authentic engagement beyond the screen and stadium walls.

Equipped with data about purchases, Seven is integrating sponsor engagement into direct marketing and cross-promotion with its partners.

The 12-day sporting event kicks off on Wednesday.