An Australian Open wildcard for Ten

The Australian Open is not just an advertising coup for Seven, it's a marketing springboard for the year ahead. But Ten could desperately use its own tennis win.

The importance of getting off to a good start cannot be underestimated. It is one of those timeless clichs that actually holds true, whether in sport or in business. Seven understands this. In the Australian Open it has one of the most important strategic advantages in Australian television.

The benefits the tennis brings Seven are significant. Firstly, as an advertising product the tennis is a compelling one for brands looking to not only align themselves with elite performance but also reach a large volume of viewers across a national footprint. Unlike many sporting codes – such as AFL, NRL and Rugby Union – tennis is a strong rater in all five capital cities. It also brings a relatively balanced audience gender wise – which sport traditionally struggles to do – making it even more appealing to advertisers. Big budget campaigns for 2013 from the likes of Kia, ANZ, Optus, Samsung, Jacob's Creek, Tourism NT and McDonalds would have been sold at a healthy premium, with non presenting sponsor spot buys also in high demand.

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