Seven pares back the pomp for 2026 Upfronts, but insists TV is stronger than ever

The upfronts season is typically one of flair, glitz and unshakable optimism about the year ahead. Seven’s 2026 pitch to advertisers had one of those three elements as it stepped forward at Randwick Racecourse last night.

Compared to the spectacle of SBS’s full-scale production or YouTube’s tech-fuelled show, Seven’s presentation was a quieter, more functional affair - more about reaffirming its legacy than redefining it. The network leaned into a familiar refrain: free-to-air isn’t fading, it’s evolving.

“It is a place where your brands truly and safely connect with your audiences,” one promo declared. “If anything, free TV is expanding and 16.4 million Aussies watching every week would agree.”

SEE MORE: Nine looks to Total TV, sport and streaming at 2026 Upfronts

The night’s centrepiece was a renewed push for 7plus, which now claims more than a million daily users and a promise of 6,000 additional hours of exclusive international content in 2026. Seven executives pitched the platform as a genuine alternative to SVODs, buoyed by new features like a “Remind Me” button and a spike in total viewing time.

Yet the message was as much about safety and certainty as it was innovation. The network took repeated swings at social media and rival streaming platforms - despite acknowledging that some of Seven’s biggest conversational moments still happen on those very channels.

Precision targeting… for government, too?

A notable tech reveal was 7GeoPlus, developed with GeoComply, promising “GPS-level precision” for connected TV advertising. Billed as a world first, it will let advertisers - and, interestingly, government - target audiences by exact location. Seven framed it as a tool for compliance-grade accuracy, suggesting applications that go well beyond typical retail and brand campaigns.

The launch came alongside a data-matching partnership with Westpac DataX, linking 7plus’ 15 million registered users with Westpac’s 12 million customer profiles to create “true attribution of media investment to sales outcomes.”

Sport remains the anchor

If the glamour was dialled down, the sports slate turned the volume back up. Seven confirmed exclusive Australian rights to the Rugby League World Cup 2026, joining a calendar that already includes the Commonwealth Games, Ashes, AFL, Supercars, and a whole lot more.

Seven's exclusive Australian rights to the Rugby League World Cup 2026 will be live and free on Seven and 7plus Sport from 15 October 2026. Kicking off with a blockbuster clash between Australia and New Zealand at Sydney’s Allianz Stadium, Seven’s month-long coverage will showcase the very best of international rugby league with 18 men’s, 15 women’s and 20 wheelchair matches.

Seven West Media managing director and CEO Jeff Howard said the Rugby League World Cup is a significant world-class event and hosting it on home soil makes it even more special. "It’s exactly the kind of premium sporting content Seven is known for and committed to delivering – live, free and exclusively to all Australians," he said.

Familiar hits, reliable rhythms

In entertainment, the network will stick to what it knows works. My Kitchen Rules, Australian Idol, The Voice, Farmer Wants a Wife and The 1% Club all return, joined by a handful of new local formats including Caught in the Middle, My Reno Rules with Dr Chris Brown and a Mick Molloy comedy project.

“We’re doubling down on what works: content that helps brands meet audiences wherever they are, and of course, delivering results. Our focus in 2026 is on growth, partnership and performance. We’re bringing all three,” Howard added.

Seven’s Upfront wasn’t trying to outshine its rivals - and maybe that’s the point. In an age of algorithmic chaos and media fragmentation, Seven wants to be seen as the safe pair of hands: a broad-reach platform built on sport, news and dependable hits.

Whether that’s enough to woo brands dazzled by YouTube’s global reach or the streamers’ slick targeting remains to be seen. But for now, Seven seems content to trade spectacle for stability - and remind advertisers that, after all, swagger isn’t everything.

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