SBS Upfronts 2027: SBS puts outcomes-based measurement at the centre of its network – SBS has announced a new outcomes-based measurement offer across its network, supported by partnerships with CommBank iQ and HYP.
The offer was announced at SBS Upfronts 2027. It will allow eligible clients to receive outcomes-based measurement as part of their SBS media commitment.
The move gives SBS a stronger commercial story than reach alone. It links campaigns on SBS with consumer behaviour, footfall, customer growth and sales outcomes.
Inside The Data Lab Offer
The new capability forms part of SBS’s Data Lab. It combines SBS first-party audience data with partner insights from organisations including CommBank iQ and HYP.
SBS Acting Director of Media Sales Lee Fifoot said the advertising market had shifted toward modelling, return-on-investment discussions and campaign effectiveness.
Through CommBank iQ, SBS Media will access three solutions. Pitch iQ provides category and brand insights. Measure iQ links campaign sales outcomes and audience profiles. Segment iQ allows activation across more than 500 spend-based SBS audience segments.
SBS said the CommBank iQ outputs are aggregated and non-identifiable. That gives advertisers a way to understand audience value without exposing personal information.
How HYP Fits In
The HYP partnership will provide privacy-conscious behavioural audience targeting and measurement across SBS environments.
Eligible advertisers will be able to measure whether exposed audiences later visited a brand’s website or physical locations. SBS said exposed and control groups will help identify incremental uplift.
The new offer extends SBS’s existing measurement partnerships with Adobe, Snowflake and InfoSum. Those partnerships help brands securely match their own customer data with SBS campaign exposure data.
Campaign Proof Points
SBS also highlighted case studies involving Rexona and Tour de France sponsors.
SBS said one Rexona FIFA sponsorship analysis, conducted with Coles360 and InfoSum, showed SBS media activity and in-store activation delivering a 186 percent uplift in sales.
For Tour de France and Tour de France Femmes sponsors, SBS said CommBank iQ measurement helped show customer spend growth, new customer uplift and category performance among exposed audiences.
National Manager SBS CulturalConnect Kate Young said the partnerships show how SBS can help brands reach contemporary Australian audiences at scale while demonstrating campaign effectiveness.
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