Nine’s 2025 Upfronts set the direction for 2026 planning — from BVOD and data to packaging and measurement. Here’s the practical breakdown of what changed, what it means for advertisers, and how to translate it into a media mix that’s realistic, measurable and built for growth.
What are the Upfronts (and why they matter)?
If you’re planning budgets now, Upfronts are one of the clearest signals you’ll get from a major network about what’s coming next: programming priorities, audience strategy, how inventory will be packaged, and how measurement will be handled.
For advertisers, the value isn’t the hype — it’s knowing what to lock in early, what to test, and where the real opportunities (and risks) sit for 2026.
The changes that matter for 2026
BVOD keeps moving from “add-on” to “core plan”.
BVOD is no longer a nice-to-have layer. It’s increasingly where premium reach, targeting and measurement meet — especially when you need to balance brand building with outcomes.
What to do in 2026:
- Treat BVOD as a core reach and frequency lever, not a bolt-on.
- Plan creative that works in a skippable, shorter-attention environment.
- Align your BVOD plan to the job it needs to do (reach, consideration, response), then build the supporting channels around it.
Data and targeting are becoming more central to how buys are built
Nine’s direction reinforces a broader market shift.
First party data, audience segments and smarter targeting are shaping how campaigns are packaged and optimised.
What to do in 2026:
- Get clear on your priority audiences and the behaviours that signal intent.
- Make sure your tracking and tagging are clean before you scale spend.
- Use targeting to reduce wastage — but don’t over-target to the point you lose reach.
Measurement expectations are rising (and stakeholders want clarity)
The biggest shift isn’t just new measurement options — it’s the expectation that reporting will be simpler, clearer and easier to defend internally.
What to do in 2026:
- Decide early what “success” means (and what you’ll report to prove it).
- Build a reporting rhythm that matches decision cycles (not just month-end).
- Ask for proof-of-delivery and keep reporting stakeholder-friendly.
- Packaging and investment conversations will keep evolving
Upfronts are also about how inventory is packaged: what’s premium, what’s bundled, and what’s available for brands that commit early.
What to do in 2026:
- Go in with clear priorities: reach, audience quality, context, and outcomes.
- Negotiate for value beyond rate (placements, flexibility, added value, makegoods).
- Keep your plan agile: lock in what matters, but leave room to optimise.
Content and context still matter — especially for brand trust
In a crowded media environment, where your brand shows up can matter as much as how often. Premium context, trusted programming and strong creative execution all compound.
What to do in 2026:
- Match channels and placements to the level of trust you need to build.
- Refresh creative more often than you think (wear-out happens fast).
- Use a consistent message architecture so every channel reinforces the same story.
How to turn Upfront insights into a 2026 media mix
A strong 2026 plan usually comes down to three things:
- A clear job for each channel (reach, consideration, response)
- Smarter buying and negotiation (value-adds, flexibility, accountability)
- Reporting that makes decisions easier (not harder)
If you want to understand what these shifts mean for your category — and build a 2026 media mix that’s realistic, measurable, and built for growth — get in touch.