2025 Upfront Wrap Up
Upfronts season is one of the biggest moments on the media calendar - and 2025’s lineup did not disappoint. From bold new content slates to fresh approaches to data, creativity, and audience connection, each network brought something unique to the table. Here’s a quick snapshot of the key themes and 3 takeaways from this year’s Upfronts, as seen (and summarised) by the Kaimera team.
Amazon
Amazon’s Upfronts cemented its place as a full-funnel powerhouse - combining entertainment, sport and retail media for measurable impact.
Key takeouts:
Announced a premium content slate with new local and global originals featuring Nicole Kidman, Chris Hemsworth and Hugh Jackman.
Expanded live sport coverage including the NBA and ICC World Cups for men and women.
Introduced interactive and AI-powered ad formats like Brand Plus and Complete TV, unifying streaming and digital investments.
Yahoo
Yahoo kept it short, sharp and smart - cutting the fluff and launching key innovations aimed squarely at driving outcomes for marketers.
Key takeouts:
Launched a commerce-media partnership with MixIn, enabling advertisers to activate offline + online purchase data via the Yahoo DSP.
Introduced a campaign automation tool that dramatically reduces set-up time (1,600 line items in under five minutes).
Positioned as the easy ad-tech partner with local support, integration, and data-driven measurement options for brands.
Nine Entertainment Co.
Nine focused on integration, premium storytelling and accountability - positioning itself as Australia’s most outcome-driven media partner.
Key takeouts:
Continued its Total TV and data integration narrative, aligning linear and BVOD for unified measurement.
Doubled down on premium storytelling and major franchises to hold audience attention.
Refined its executive-led commercial strategy, reflecting a more solutions-driven approach for marketers.
Seven West Media
Seven doubled down on its strengths - entertainment, sport and streaming - while expanding personalisation through 7plus.
Key takeouts:
Announced returning tentpole programs and new local content to anchor mass-audience reach.
Reinforced 7plus-first strategy and AI-driven viewer personalisation.
Elevated sport as a growth engine, from AFL and cricket to new interactive and multi-screen formats.
Foxtel Group
Foxtel outlined its ambition to “play to win,” revealing a future-facing plan anchored in technology, commerce and premium storytelling.
Key takeouts:
Announced new interactive ad formats (L-bar, Pause Appearing) and second-screen tech for real-time engagement.
Launched a branded storytelling division and virtual stadium on Roblox to expand cultural and youth relevance.
Committed to five promises for 2026: tech innovation, shoppable screens, retail media growth, gaming expansion, and sharper measurement.
CarExpert
CarExpert is transforming from a review site to Australia’s most influential new car destination, focusing on content, trust, and technology to drive consideration.
Key takeouts:
Highlighted that 66% of new car buyers switch brands during the research phase, positioning content as the key battleground.
Announced an AI-powered car-buying assistant and expanded video engagement tools.
Launched a new car-buying service, creating a seamless path from inspiration to purchase for both consumers and brands.
Carsales
Carsales showcased how it’s evolved from a listings platform to a powerful data, content and commerce ecosystem for automotive brands.
Key takeouts:
Introduced Carsales Mediahouse, combining data, creative and content to drive brand outcomes.
Positioned Carsales as a trusted consumer platform, offering unmatched automotive intent data.
Expanded video, audience segmentation and performance tools to help brands connect across the entire car-buying journey.
oOh!media
oOh!media’s conference highlighted how Australians are embracing the outdoors — and how brands can harness that summer energy.
Key takeouts:
Shared that $166B is spent over summer, with 16M more transactions than in winter.
Domestic travel rises 44%, with OOH effectiveness up 2.6% versus other channels.
Encouraged brands to think bold and outdoors, tapping into the summer mindset when audiences are most active and engaged.
Mamamia
Mamamia revealed its winning formula for brand growth - Culture, Connection, and Community (C³) - showing how trust drives conversion.
Key takeouts:
Engages 7.5M Australian women monthly, with two in three saying they’d buy after hearing about a product through Mamamia.
Announced new shows This is Why We Fight and Parenting Out Loud alongside returning audience favourites.
Reinforced its role as a trusted cultural voice for women — helping brands build authentic relevance and impact.
SBS
SBS unveiled its biggest year yet, anchored by the FIFA World Cup 2026 and a bold commitment to diversity, innovation and storytelling.
Key takeouts:
Will broadcast all 104 FIFA World Cup matches, plus launch FIFA+, a 24/7 football FAST channel.
Expanding SBS On Demand with features like rewind, ad opt-outs and enhanced accessibility.
Deepened investment in distinctive Australian storytelling across SBS, NITV and global events, positioning SBS as Australia’s national storyteller.
Paramount / Network 10
Paramount’s 2025 Upfronts promised big entertainment, global franchises and deeper integration between streaming and broadcast.
Key takeouts:
Announced the return of Big Brother, The Masked Singer, and I’m A Celebrity…Get Me Out Of Here! for 2026.
Highlighted Paramount+ originals and new local commissions to strengthen cross-platform reach.
Continued focus on Total TV partnerships, giving advertisers seamless access to broadcast and streaming audiences.
BWS
BWS is redefining what it means to be an alcohol retailer, unveiling its “Culture to Counter” strategy and repositioning itself as the unboring bottle shop.
Key takeouts:
Launched the Retail Experience Network with three initiatives: Launchpad (sustainable product launches), Touchdown (ROI-linked experiences), and The Drinkubator (turning sponsorships into sales).
Introduced new engagement platforms — Cool Room, Nice Drops and BWYAAAASSSS — blending data, culture, and community.
Partnered with LiveRamp to enable smarter, privacy-safe data activation via clean-room technology.
From evolving data strategies to cross-platform storytelling, this year’s Upfronts made one thing clear: 2025 will be defined by smarter connections between content, commerce and culture. As technology reshapes how audiences engage, the opportunity for brands lies in embracing creativity that’s measurable - and media that’s meaningful. At Kaimera, we’re excited to help clients navigate these shifts and turn innovation into impact.
