2026 Upfront Wrap Up
Upfronts season is one of the biggest moments on the media calendar - and 2026’s lineup has not yet disappointed. 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. We will be updating this as they flow in over the next few months.
Nine
Nine is building one connected ecosystem — TV, 9Now, Stan, publishing and now OOH via Nine Outdoor, creating more opportunities to reach audiences across their day.
Data is becoming the connective tissue — 9Tribes plus new data partnerships aim to improve audience understanding and activation across screens, platforms and physical environments.
Simpler buying, broader opportunities — Nine Neo, expanded Stan/Stan Sport inventory and commerce propositions like Shop Today are designed to make the ecosystem easier to buy and move brands further down the funnel.
Foxtel / DAZN Media+
Sport is firmly at the centre — DAZN Media+ is positioning the Foxtel ecosystem as a sports-led platform, with Kayo and live sport driving the proposition.
Better data and measurement are a major focus — new partnerships and first-party fan data promise greater visibility across reach, frequency, audiences and ROI.
Brands can move beyond traditional sponsorship — Club Kayo and dedicated creator teams give advertisers new ways to participate in sports culture through talent, content and fan communities.
Broadsheet
Travel remains a priority despite cost pressures — 84% of surveyed Broadsheet readers see travel as essential to wellbeing, but consumers are becoming more intentional about where they spend.
Experiences are increasingly driving destination choice — restaurants, events, hotels, culture and recommendations can spark the trip before a destination is even decided.
Brands need to influence earlier — the opportunity starts well before booking, with publishers, social content, recommendations and storytelling helping create the initial desire to travel.
SBS
SBS is taking its strengths beyond the screen — as Kaimera’s Ngita Bowers noted, SBS continues to play to its strengths in culture, food and sport, but its new partnerships extend that proposition across OOH, retail and creators, creating a more credible full-funnel offering “from couch, to community, to counter.”
New partnerships are expanding audience reach — partnerships with oOh!media, Multicultural Outdoor and Fabulate give advertisers new ways to extend SBS campaigns into outdoor, multicultural retail and the creator economy.
Measurement is shifting towards business outcomes — SBS is expanding its Data Lab with CommBank iQ and HYP, helping advertisers connect campaign exposure with measures including sales uplift, customer acquisition and consumer behaviour.
And we’re only getting started.
With plenty more Upfronts still to come between now and the end of November, we’ll continue to share the announcements, trends and opportunities that stand out — cutting through the noise to focus on what’s most relevant for advertisers.
Stay tuned for the next round of takeouts.
