All You Need to Know About Nine’s Upfronts 2025: The Changes That Matter for 2026

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

1. 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 creatives that work 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.

2. Data and targeting are becoming more central to how buys are built 

Nine’s direction reinforces a broader shift: BVOD buys are being built around audiences, not just spots. 

First-party data, defined segments and smarter targeting are increasingly shaping how campaigns are packaged, priced and optimised — which means your targeting choices will affect both performance and what inventory you can access. 

What to do in 2026:

• Get clear on your priority audiences and the behaviors 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.

3. 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 on 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 stakeholders  aligned.
  
  

4. 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 optimize.
  
  

5. 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’d like, we can help you translate Nine’s 2025 Upfronts into a practical, category-specific plan — including what to prioritize, what to test, and how to measure it. 

  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