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AFL

Seven and McDonald’s are better together

By 7SPORT, SPORT

The Seven Network’s market-leading strategic cross-media arm, 7RED, has joined forces with OMD, DDB and Whooska to create an innovative, integrated campaign for McDonald’s Australia in Seven’s coverage of the 2021 Toyota AFL Premiership Season.

The campaign, which kicked off during last night’s Carlton v Collingwood match, features Seven’s Hamish McLachlan along with several AFL stars and senior officials in a unique promotion of the McDonald’s brand.

We asked ourselves how could we make McDonald’s synonymous with the AFL? And the answer was right in front of us: it already is.

Every club in the league, the Channel Seven commentary team, past legends and even the CEO of the game itself all have a Macca. We had a lot of fun making this and hope footy fans enjoy seeing it during the game.

Jack Nunn, DDB Creative Partner

To see this work realised in such a short amount of time is a massive achievement. It’s a real testament to the work that can be created through collaboration of agencies, McDonald’s Australia, the Seven Network and the AFL.

Aaron Miller, OMD Sports Partnerships Director

By partnering with 7RED, OMD, DDB and Whooska were able to deliver bespoke content that perfectly targeted McDonald’s key audiences and integrated tightly into the broadcast of the AFL match.

By connecting the iconic McDonald’s brand with our AFL coverage, we’ve once again demonstrated how 7RED and brands are better together.

Seven’s AFL is the best opportunity for brands to reach their target audiences in Australian sport. This unique campaign execution was only possible thanks to OMD, DDB and Whooska working very closely with 7RED to create and deliver a pitch-perfect spot that promotes the brand to Seven’s AFL audience.

Katie Finney, 7RED Director

At McDonald’s we’re proud to play an active role in communities across Australia. 

As a partner to the AFL and AFLW, we’re excited to be continuing to play a role in helping keep fans connected with their team and favourite players. Our ambition with this partnership is ultimately to support the AFL in getting more Aussies participating in – and enjoying – this great game.

Amanda Nakad, McDonald’s Australia Group Marketing Manager

There’s nothing we love more than keeping our audiences engaged with our AFL coverage, and campaigns such as our latest work with McDonald’s do just that.

By partnering with 7RED, brands are able to keep audiences engaged across a break, driving better results for them and ultimate, a better experience for the viewer.

Lewis Martin, Seven Melbourne and Network Head of Sport Managing Director

Footy’s best team ready for a huge 2021

By 7SPORT, SPORT

Fan favourites return to Seven, the Home of Footy

Football’s #1 commentary team is locked in and ready to bring fans a 2021 AFL season that is shaping up as one of the most wide-open premiership races of recent times, live and free on the Home of Footy, the Seven Network.

Seven welcomes back football’s most star-studded line-up in 2021, including the game’s best group of callers – Brian Taylor, James Brayshaw, Hamish McLachlan and Luke Darcy.

Expert commentators Luke Hodge, Wayne Carey, Daisy Pearce, Matthew Richardson, Jobe Watson, Leigh Matthews, Tim Watson, Cameron Ling, Jimmy Bartel and Abbey Holmes are also back, while Abbey Gelmi, Jacqui Felgate, Jude Bolton, Xavier Ellis, Mark Soderstrom, Jason Bennett, Nigel Carmody and Campbell Brown round out football’s best team.

In a massive bonus for fans, two of the game’s biggest superstars – West Coast high-flyer Nic Naitanui and revered Geelong skipper Joel Selwood – will make guest appearances in the Seven commentary box throughout the season.

A love of the game drives everything we do at Seven and we can’t wait to bring all Australians a 2021 AFL season that promises to be one of the most closely fought in years.

We have assembled the game’s strongest, most talented and most experienced commentary line-up. After an extraordinary 2020, they’re ready and raring for the new season to start.

One of the greatest broadcasters of all time, Bruce McAvaney, is stepping back from calling games but rest assured he will still be an important part of our on-air team. Bruce remains a vital part of Seven’s AFL, horse racing, the Olympic Games and other special events,

Lewis Martin, Managing Director Seven Melbourne and Head of Network Sport
Richmond win the 2020 AFL Grand Final

7.5 million tune into 2020 AFL Grand Final

By SEVEN
Richmond win the 2020 AFL Grand Final
Dustin Martin with Richmond teammates as they win the 2020 AFL Grand Final

AFL Grand Final audience peaked at 4.09 million nationally

Biggest TV event of 2020

Seven scores biggest metro commercial share ever recorded – 76%

Biggest commercial share since Sydney 2000

As Richmond secured an unforgettable 31-point win over Geelong in the 2020 AFL Grand Final, Seven’s coverage reached 7.5 million people across Australia, while its average national audience of 3.812 million was 30 per cent upyear on year and the biggest Grand Final audience since 2016.

On a night when Dustin Martin became the first player to win three Norm Smith Medals, Seven recorded an average metro audience of 2.979 million, a whopping 36 per cent up year on year. It was also the biggest metro primetime audience on any network since Seven’s coverage of the 2017 Australian Open Men’s Final.

Seven also recorded a 76 per cent metro commercial share, the biggest ever recorded.

And on the first occasion the Grand Final had ever been held outside Victoria, Melbourne recorded a Grand Final audience of 1.583 million, up a staggering 59.8 per cent on last year’s Grand Final.

The AFL’s first ever night Grand Final saw strong audience growth right across the day on Seven, with the Grand Final Preview up 64.4 per cent year on year in metro areas, while the pre-match entertainment was up 92.3 per cent.

On a day when two of the Australia’s greatest ever sporting events – the AFL Grand Final and the Cox Plate – converged for the first time ever, Seven recorded its highest live streaming day (24 million minutes) since the 2016 Rio Olympic Games, while it was Seven’s second highest total streaming day of all time (40.8 million minutes).

Seven’s coverage of the 100th running of the Cox Plate at Moonee Valley and Bondi Stakes Day at Randwick was also a smash hit with viewers. The Cox Plate race averaged 600,000 nationally and 436,000 in metro areas, up 64.7 per cent and 86.6 per cent respectively year on year, while the coverage across the entire day was up 40.1 per cent nationally and 56.5 per cent in metro areas.

On 7plus, the AFL Grand Final recorded nearly 16 million streaming minutes and was up a remarkable 215 per cent year on year.

And every market’s average audience was up on last year’s Grand Final between Richmond and the GWS Giants.

In Brisbane, Seven’s audience of 383,000 was the biggest since the 2004 Grand Final between the Brisbane Lions and Port Adelaide and was up 20.7 per cent year on year.

The network’s average Sydney audience of 413,000 was up 11 per cent on last year’s Grand Final even though that featured the GWS Giants.

Rounding out a landmark night for Seven, Adelaide (265,000) was up 14.3 per cent and Perth (335,000) was up 17.3 per cent.

On a truly groundbreaking day, the highlights of Seven’s coverage included:

  • The spine-tingling opener to the Grand Final broadcast featuring Luke Hodge, which was fully integrated into the Gabba via the stadium’s big screen
  • The interactive analysis during the Grand Final preview that saw Cameron Ling step ‘inside the screen’ to demonstrate how Richmond could counter-act Cats spearhead Tom Hawkins’ influence at forward-50 ball-ups
  • Fans at home becoming part of the Grand Final like never before via a giant Toyota Fan Zone
  • Brian Taylor’s feel-good interview with Chris Maroni,the winner of the Toyota Finals Feelingcompetition and the proud owner of a brand new Toyota Hilux Rugged X
  • From the MCG, NAB AFL Auskicker Zev Roitman shared his infectious love of the game with Hamish McLachlan, before Mike Brady gave a rousing pre-game performance of Up There Cazaly
  • At Moonee Valley, Hugh Bowman set the scene for the historic 100th running of the Cox Plate with a stirring opener that looked back at some of the equine immortals who have won Australasia’s weight for age championship
  • Hamish McLachlan’s heartfelt tribute to the stars of the Spring Racing Carnival – the horses – and the incredible connection they have with racing fans
  • AND last but certainly not least Aussie rock legend Daryl Braithwaite’s inspired performance of The Horses that had fans at home singing along with the same gusto normally seen in the packed grandstands at Moonee Valley.

Jacqui Felgate joins Hamish McLachlan to co-host 2020’s Brownlow Medal count

By SPORT

Seven’s special broadcast – LIVE and FREE on Sunday October 18

Long-time Channel Seven sports presenter and Footy Central host Jacqui Felgate will join Hamish McLachlan in hosting the AFL’s night of nights, the Brownlow Medal count, on Sunday October 18.

In a year when the Brownlow count will be held as a made-for-TV event, Felgate and McLachlan will co-host a special broadcast on the eve of Grand Final week, with Brisbane Lions midfielder Lachie Neale the favourite to be crowned 2020’s fairest and best player ahead of a star-studded field that includes Travis BoakChristian PetraccaJack Steele and past winners Dustin Martin and Patrick Dangerfield

Everyone’s favourite footy fans, Front Bar stars Mick MolloySam Pang and Andy Maher, will also join Seven’s broadcast to add their unique take on the night’s proceedings, while one of this year’s Brownlow favourites will be put under the spotlight in an interview with a hard-hitting team of NAB AFL Auskickers. 

In the build-up to this year’s count, fans are being encouraged to get into the spirit of the night from their loungerooms with #BackyardBrownlow, where the best pictures posted on social media will be shown on the broadcast as viewers help bring the traditional black-tie style and glamour to the game’s most prestigious night.

The AFL Mark of the Year, AFL Goal of the Year and Jim Stynes Community Leadership Award will also be announced during Seven’s broadcast.

McLachlan, who will host his second Brownlow count this year, is excited by 2020’s different format:  

It will be a different Brownlow count this year, not having a room filled with the players, but the significance of the night remains just the same. To be crowned the game’s fairest and best is life changing, so we will try very hard to ensure that prestige remains amongst all the changes we face. Lachie Neale and Trav Boak look to be the two for me, but this year has shown whatever you think, counts for very little. I’m really looking forward to working with Jacqui. Jac loves her footy, is a great live performer and will do a terrific job bringing to life the players’ stories.

Felgate says it will be a privilege to be part of football’s most iconic night as the first ever female co-host:

It’s been an incredibly tough year for so many, but Brownlow night will give Australians the chance to celebrate the very best in footy, both on and off the field. It’s an honour to stand alongside one of the finest broadcasters in the country in Hamish McLachlan, and to look back at the remarkable moments that gave us so much joy – when we needed it the most. It will be a Brownlow with a difference, but it will be something very special indeed. And I promise to keep everyone on time, there will be no excuses this year!

Managing Director Seven Melbourne and Head of Network Sport Lewis Martin commented:

This year’s count will be a Brownlow like no other. A lot could go wrong, there’s no mistaking that. We’ll be relying on a lot of technology and plenty of moving parts coming together on the night. But the broadcast will be in safe hands with Hamish and Jacqui, with a little help from The Front Bar team. And we can always rely on two things on Brownlow night – the gripping drama that just builds and builds during the count, and the prestige that’s instantly bestowed on the player who joins a who’s who of football’s greatest names on the Brownlow honour roll.

TV Broadcast times on Seven:

2020 Brownlow Medal Count

Sunday October 18

Sydney        7.00pm LIVE on 7mate

Melbourne   7.00pm LIVE on Channel 7

Brisbane      6.00pm LIVE on 7mate

Adelaide      6.30pm LIVE on 7mate, 7.00pm LIVE on Channel 7

Perth           4.00pm LIVE on 7mate

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