Latest news with #JanePalfreyman
SBS Australia
14-05-2025
- Entertainment
- SBS Australia
Australia's boldest network SBS launches new brand campaign: 'We Go There'
As SBS celebrates its 50th birthday in 2025, the public broadcaster has launched a new campaign highlighting its distinctive position in Australian media. The tagline, 'We Go There', recognises the broadcaster's history of taking risks, breaking boundaries, and boldly treading where others won't. The provocative film that can only be viewed on SBS sits within a larger campaign, created by Droga5 ANZ, part of Accenture Song. Directed by Damien Shatford from The Sweetshop. The campaign includes creative executions across television, outdoor and digital reinforce SBS's role as the network that continually dares to push the envelope, in a landscape where other networks and streamers offer generic and often homogenised content. Jane Palfreyman, Chief Marketing and Commercial Officer at SBS, said: 'At SBS we know who we are and in our 50th year this unique campaign pays tribute to that heritage. We are a national broadcaster who is prepared to truly go there. To challenge, to inform, and to provoke with purpose. 'We also know many Australians affectionately, if not jokingly, think SBS stands for Sex Before Soccer… and we're okay with that. This campaign acknowledges that legacy, as well as the place of trust that SBS has built in the minds of millions of Australians. Amid the intense competition in the streaming sector, this campaign acknowledges there are still some TV shows that really stand out – and these can only be found on SBS On Demand.' 'While the creative is playful, clever and encourages audiences to reappraise our brand, we've also thought carefully about how we show the various creatives in this campaign, in line with our standards and audience expectations.' Outdoor creative from the 'We Go There' campaign will be featured in some of Australia's most prominent out of home locations. The campaign is spearheaded with a 60 second film so daring and so SBS, it can't be played anywhere but SBS. The campaign is also complemented by a series of billboards that leave everything to the imagination, featuring bold headlines that hint at the inimitable content on SBS On Demand. The media strategy and planning is led by Hearts and Science. Tara Ford, Chief Creative Officer at Droga5 ANZ, added: 'This campaign is more than just provocative—it has all the DNA of SBS. Every scene represents something you'll see on the platform that you won't see anywhere else. Even the format—creating an ad that can't be seen everywhere—brings that idea to life.' To view the We Go There 60 second film on SBS On Demand, click here. Viewer discretion advised. For a pdf of this release, click here.
SBS Australia
02-05-2025
- Entertainment
- SBS Australia
SBS On Demand achieves stellar month on the back of Alone Australia and The Handmaid's Tale
Alone Australia Season 3 has had a Total TV National Reach of 2.68m to date and continues to build. The Handmaid's Tale Season 6 has had a Total TV National Reach of 2.31m to date and continues to build as anticipation grows for the series finale. Rogue Heroes Season 2 has had a Total TV National Reach of 2.24m and is also continuing to grow. SBS On Demand has achieved its highest month on record* in terms of total users on the back of the successful launches of Season 3 of Alone Australia and the final series of The Handmaid's Tale . Consumption on SBS On Demand is also up 18.0% in FY25, with more than 2.24m active accounts logging into the platform in April. This uplift also follows the second season of Rogue Heroes which dropped over February and March. To date, Alone Australia has had a Total TV National Reach of 2.68m, The Handmaid's Tale has had a National Reach of 2.31m, and Rogue Heroes has had a National Reach of 2.24m. 'These are exceptionally strong audience numbers and underline the strategic importance of SBS On Demand in our broader video strategy,' said Kathryn Fink, SBS Director of Television. ' Alone Australia continues to be a hit – engaging audiences in the ultimate test of endurance. Importantly around 40% of the Alone audience is coming in via SBS On Demand and that number rises to about 50% when you look at a key demographic like 25-54s. 'We are also thrilled to see audiences returning to see June's final battle in The Handmaid's Tale . To date more than 2.31m Australians have watched the show and we expect that number to grow as people binge it towards the end of the season. 'We've also seen excellent audience numbers for the second season of Rogue Heroes , another clear demonstration of how these marquee programs can draw in significant audiences who then go on to sample other content from the fantastic offer on SBS On Demand.' Commercially the success of all three shows has paid dividends for SBS. Chief Commercial and Marketing Officer Jane Palfreyman said: 'We are thrilled by the success of Alone Australia , The Handmaid's Tale and Rogue Heroes . They are a clear demonstration of the power of the SBS On Demand platform and its ability to bring in audiences and engage them with strong and powerful stories. 'In particular for SBS Media, Alone Australia is performing strongly in the all-important 25-54 demographic which is a focus for our advertising partners.' Source: Consumption: OzTAM VPM, 01 July 2024 – 30 April 2025 vs 01 July 2023 – 30 April 2024, Total People, based on Total Minutes viewed (Live + VOD) | Active Accounts: Adobe Analytics Clickstream | Ratings Snapshot: VOZ National Total TV, Total People, Reach to Date – When Watched, 26/02/2025 – 30/04/2025 (Rogue Heroes), 26/03/2025 – 30/04/2025 (Alone Australia), 08/04/2025 – 30/04/2025 (Handmaid's Tale), Reach (TAM: 1 minute consecutive, BVOD: 15 secs); Average Audience and Consumption hours: Rogue Heroes – 26/02/2025 – 02/04/2025, Eps 1-5 C28, Ep 6 C7; Alone Australia – 26/03/2025 – 29/04/2025, Eps 1-3 C28, Eps 4-6 C7, Ep 6 Overnight; The Handmaid's Tale – 08/04/2025 – 29/04/2025, Eps 1-5 C7, Ep 6 – Overnight (Content Consolidation + When Watched for Pre-broadcast) *This excludes special event the 2022 FIFA World Cup For a pdf copy of this release, click here.
