2027 Channel 7 Upfront: Seven introduces SCOPE audience planning platform – Channel 7 has extended its partnership with LANDMARKS ID and is introducing SCOPE, an advertising-planning platform that links consumer research with OzTAM’s VOZ total-TV audience data.
This announcement is aimed at agencies and advertisers, not at viewers downloading another streaming app. Its reader significance is how Seven intends to measure and sell the audiences reached across Channel 7, 7plus, entertainment programmes, live sport and sponsorships. It is one component of Seven Media Group’s wider Seven iD and Phoenix Exchange commercial strategy.
According to Seven, SCOPE draws on consumer intelligence from a panel of more than 500,000 Australians. It connects brand preferences and category-buying behaviour with VOZ’s television and streaming reach data. The goal is to let advertisers look beyond broad age and sex demographics when planning a campaign across broadcast and BVOD inventory.
What SCOPE is designed to measure
The platform is intended to profile daily brand and category associations, calculate buyer reach scores for broadcast and BVOD, assess sponsorship fit, and show the audience composition of entertainment programmes and special events. Seven says it can also analyse opportunities around AFL, cricket, NFL and Supercars coverage. The information is meant to support investment decisions about where an advertiser’s intended customers are most likely to be reached.
Seven’s Director of Sales, Television and Streaming, Katie Finney, said the platform had already been presented to major agency groups and independent agencies. She described SCOPE as a way to connect audience measurement, consumer intelligence and advertising outcomes.
By combining LANDMARKS ID’s rich consumer insights with VOZ audience measurement, we’re providing advertisers with a deeper understanding of how their brands connect with audiences across our television, streaming, sponsorship and sports assets.
Katie Finney, Director of Sales, Television and Streaming, Seven
LANDMARKS ID founder James Fogelberg said advertisers increasingly expect the targeting and optimisation available in digital media to be reflected in television planning.
SCOPE means Seven can instantly prove the relevancy of its audience and respond to briefs with campaign plans that efficiently maximise the reach of the target audience.
James Fogelberg, founder, LANDMARKS ID
SCOPE sits alongside Seven iD, the group’s broader first-party-data identity plan spanning 7plus, LiSTNR and publishing. Seven has also outlined Studio Seven for creative partnerships and Phoenix Exchange for cross-platform trading. The platforms serve different functions: SCOPE is for insight and planning, while Seven iD is designed to connect audience relationships and Phoenix Exchange is a trading roadmap.
Seven has not provided public pricing, an agency rollout date or independently audited effectiveness results for SCOPE. For more TV Central Channel 7 coverage, head here, and see the public Seven Media Group website for company information.
